Doctor in Management Sciences specialty marketing from Paris-Est University, Hajer BACHOUCHE is Assistant Professor of Marketing of Marketing at ICN Business School. Her thesis aimed at understanding conditions of effectiveness of consumer empowerment strategies launched by brands. She won several prizes for her thesis: the “2018 Sphinx Thesis Prize”, the “2019 Customer Marketing Circle Prize” and the “2019 BVA Grand Prize for Marketing Research”. Her research is at the intersection between innovation marketing and branding and focuses primarily on consumer empowerment for new product development. Her research work has been published in the Academy of Marketing Science Review, the International Journal of Retail and Distribution Management and Recherche et Applications en Marketing.