Christine KRATZ
Marketing
Permanent
Presentation
Biography
Christine Kratz has been Associate Director of Programmes and Student Engagement since November 2024.
Initially a marketing professor at the school, Christine Kratz was appointed Director of the Bachelor's programme in 2012. She held this position for 5 years before becoming deputy programme director in September 2017, then director of student engagement in January 2023, where she will oversee the various student support services (from admission to graduation, including international and professional mobility experiences).
In parallel, she carries out lecturing, tutoring and research activities at ICN Business School. Her main areas of teaching are: marketing, innovation, design and brand management. Her research activities have two focuses: ‘Luxury and experiential marketing’ and ‘The practice of exclusive collections by brands’. Its work has initially focused on the marketing of luxury goods and the experiential dimension developed through the brand and the point of sale. This approach has led to papers at international conferences (British Academy of Management, EURAM, EMAC, IDSI) and the writing of a book chapter. Her work focuses on the practice of exclusive collections (a collection designed exclusively by a designer for a brand) and allows for the cross-referencing of various themes: brand strategy, design and creation, consumer behaviour, distribution.
Christine Kratz also writes case studies submitted to the CCMP (collaboration with companies such as Nature & Découvertes, Moustache Bikes, Décathlon, Hansi, Madeleines de Liverdun, etc.), and regularly contributes to the North American Case Research Association (NACRA) as author and chair of the ‘Cases written in French’ track. She is also a member of the educational case evaluation committee at the French Marketing Association (AFM).
Christine Kratz has won the award for the best case in the French Track for the companies Moustache Bikes (2018), Sophie la girafe (2019), Fromage Dongé (2024).
Courses Taught
| Year | Title | Country | Institution |
|---|---|---|---|
| 2021 | Gestion et lancement produit | France | ICN Business School |
| 2020 | Gestion et lancement produit | France | ICN Business School |
| 2020 | Management de l'Offre | France | ICN Business School |
| 2015 | Packaging design | France | ICN Business School |
| 2013 | Marketing / Droit et Prix | France | ICN Business School |
| 2012 | Communication by design | Algeria | EFTG |
| 2012 | DP. Marketing | France | ICN Business School |
| 2011 | Principles of marketing | France | ICN Business School |
| 2008 | Product & price management | France | ICN Business School |
| 2002 | Mix marketing | France | ICN Business School |
| 2001 | New product & brand management | France | ICN Business School |
Research Interests
- Product management
- Product & brand management ; design ; fashion and innovation ; consumer behavior
Publications
| Year | Type | Reference |
|---|---|---|
| 2025 | Published cases with instructional materials | KRATZ, C., S. HOMBOURGER – BARES – “FROMAGERIE DONGÉ : Quelles stratégies de croissance pour une relève familiale responsable ?” – 2025, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2024 | Communications in an Academical or Professional conference | KRATZ, C., S. HOMBOURGER – BARES, “Fromagerie Dongé : quels relais de croissance pour préparer une relève familiale responsable ?” in NACRA Conference, 2024, Orlando, United States of America |
| 2024 | Published cases with instructional materials | KRATZ, C., J. KOEHL – “MONIN : à la conquête de nouveaux marchés” – 2024, Centrale de cas et de médias pédagogique (CCMP), Paris, France |
| 2023 | Book Chapter | KOEHL, J., C. KRATZ, “Développer la transversalité” in Management des entreprises : de l’élaboration de la stratégie au développement de la transversalité., C. Bertin & J. Koehl (Dir.) Ed., ELLIPSES, chap. 18, pp. 275 – 284, 2023 |
| 2022 | Communications in an Academical or Professional conference | KRATZ, C., J. KOEHL, “Monin : « Avec un bon sirop … on fait fortune »” in NACRA (North American Case Research Association) Annual Conference, 2022, Niagara Falls, Ontario, Canada |
| 2021 | Communications in an Academical or Professional conference | KOEHL, J., C. KRATZ, G. XOLIN, “In’Bô : de profondes racines pour monter haut” in NACRA 2021, Annual Conference, 2021, Orlando, United States of America |
| 2019 | Communications in an Academical or Professional conference | KRATZ, C., J.KOEHL, “Sophie la girafe : comment continuer à grandir ?” in NACRA 2019 Annual Conference, 2019, Tempe, Arizona, United States of America |
| 2019 | Published cases with instructional materials | KRATZ, C., J.BILLET – “Les Biscuits de Mr. Laurent : phase de développement d’une biscuiterie artisanale” – 2019, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2019 | Published cases with instructional materials | KRATZ, C., J.BILLET – “Biscuits of Mr.Laurent? SME in the development phase When the artist becomes an entrepreneur” – 2019, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris |
| 2018 | Communications in an Academical or Professional conference | KRATZ, C., M.MAKIELA, “Cora Nancy, le challenge des produits locaux” NACRA 2018 Annual Conference. 2018, Orlando, United States of America |
| 2018 | Communications in an Academical or Professional conference | KRATZ, C., J.BOTUHA-BILLET, “Les biscuits de Mr LAURENT” NACRA annual conference. 2018, Orlando, United States of America |
| 2018 | Published cases with instructional materials | KRATZ, C., J.KOEHL – “Moustache Bikes : comment rester en tête de peloton ?” – 2018, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2017 | Communications in an Academical or Professional conference | KRATZ, C., J.KOEHL, “Moustache Bikes : pédaler moins pour avancer plus ! (Moustache Bikes: pedal less to go faster)” North American Case Research Associaton (NACRA) annual conference. 2017, Chicago, United States of America |
| 2017 | Communications in an Academical or Professional conference | KRATZ, C., C.GARCIA, “Terraillon, le bien être connecté” North American Case Research Association (NACRA) annual conference. 2017, Chicago, United States of America |
| 2017 | Published cases with instructional materials | KRATZ, C. – “Les Madeleines de Liverdun : Comment développer la marque tout en gardant ses valeurs patrimoniales ?”.” – 2017, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris |
| 2017 | Published cases with instructional materials | KRATZ, C. – “The “Madeleines de Liverdun”” – 2017, Centrale de cas et de médias pédagogique (CCMP), Paris, France |
| 2016 | Communications in an Academical or Professional conference | KRATZ, C., M.FILSER, “Les collections exclusives des créateurs pour les enseignes de la distribution : recrutement d’une nouvelle clientèle ou fidélisation de la clientèle existante ?” 2ème Journée de Recherche en Marketing du Grand Est. 2016, Reims. |
| 2016 | Communications in an Academical or Professional conference | KRATZ, C., “Les Madeleines de Liverdun : Comment développer la marque tout en gardant ses valeurs patrimoniales ?”” North American Case Research Associaton (NACRA) annual conference. 2016, Las Vegas |
| 2016 | Published cases with instructional materials | KRATZ, C., J.KOEHL – “Le Marché de l’Oncle Hansi : comment développer la marque étendard de l’Alsace” – 2016, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2016 | Published cases with instructional materials | KRATZ, C., J.KOEHL – “Uncle Hansi’s market: Developing the Alsace Flagship Brand” – 2016, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2015 | Communications in an Academical or Professional conference | KRATZ, C., “Le Marché de l’Oncle HANSI : Comment développer la marque-étendard de l’Alsace ?” North American Case Research Association (NACRA) Annual Conference. 2015, Orlando, United States of America |
| 2013 | Communications in an Academical or Professional conference | BARES, S., C.KRATZ, “Michel et Augustin : A la conquête du goût! Pour une démarche de co-production avec le client” North American Case Research Association (NACRA) Annual Conference. 2013, Victoria, Canada |
| 2013 | Communications in an Academical or Professional conference | KRATZ, C., “La pratique des collections exclusives par les enseignes : volonté stratégique vs. comportement des consommatrices” Colloque « Sciences et décision marketing » Université Paris Sorbonne. 2013, Paris, France |
| 2012 | Published cases with instructional materials | KRATZ, C., S.BARES – “IKEA en Algérie : une communication à inventer !” – 2012, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2011 | Published cases with instructional materials | KRATZ, C., S.BARES – “Nature & Découvertes: How to continue to innovate and differentiate” – 2011, ECCH Case, Paris, France |
| 2011 | Published cases with instructional materials | KRATZ, C., S.BARES – “DECATHLON : L’enjeu des services” – 2011, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris |
| 2011 | Published cases with instructional materials | KRATZ, C., S.BARES – “DECATHLON case: The Importance of Services” – 2011, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2011 | Published cases with instructional materials | KRATZ, C., S.BARES – “DECATHLON: The Importance of Services, European Case Clearing House ” – 2011, European Case Clearing House (ECCH), Great Britain |
| 2010 | Published cases with instructional materials | KRATZ, C., S.BARES – “Nature & Découvertes – Consumer spending slowdown and eco-wave: how to continue to innovate and stand out from the crowd?” – 2010, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2009 | Published cases with instructional materials | KRATZ, C., S.BARES – “Nature & Découverte : comment conserver une image innovante et différenciante” – 2009, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France |
| 2007 | Book Chapter | KRATZ, C., M.BRUCE, “Competitive marketing strategies of luxury fashion companies” in Fashion Marketing, Contemporary issues., Butterworth-Heinmann, Hines T./ M. Bruce M. Eds, Elsevier, pp. 324, 2007 |