I am

Christophe RETHORE

Marketing
Permanent

Presentation

Biography

A former Canada/US expatriate (1989-2007), bilingual (English-French), with a dual Canada/France citizenship, Christophe Réthoré graduated from ESSCA Angers School of Management (1990) and Auburn University (MBA, 1991). He holds a Ph.D. in linguistics (UBFC Besançon: dissertation on advertising communication, English-French, in the automobile industry; statistical/text linguistics approach). In 2000, he co-authored the Analytical Dictionary of Retailing/Dictionnaire analytique de la distribution (1992-2000). He has worked for 15 years in higher education in the US and Canada for (1990-2005). He set up and launched JMU's (James Madison University, Virginia, 1998-2005) new programs in technical/commercial translation and website localization, and he taught as Guest Lecturer at University of Virginia (UVA, 2004-2005). From 2000 to 2006, Christophe Réthoré served as the official ATA (American Translators Association) delegate with JNCL-NCLIS (Joint National Committee for Languages/National Council for Languages and International Studies), Washington, D.C. In 2004, he was elected on the Board of Directors of JNCL-NCLIS (2004-2006), which handles strategic issues and lobbying in foreign language and international education in the U.S. JNCL-NCLIS represents more than 300,000 language professionals and 62 professional associations from the language community. Between 2005 and 2012, Christophe worked at AFG Research (www.afg-research.com), an international market research firm based in Vancouver. In 2007, he set up AFG's new office in Europe (Strasbourg-Kehl). He was successively AFG's Operations Director (2005-2007) and Multilingual/Qualitative Research Director (2007-2012). Since he moved to France in 2007, he has also taught part-time (marketing, brand management, intercultural management and communication, retailing, etc.) at various higher ed institutions, such as EM Strasbourg’s Executive MBA in Management of Sports Organizations in Europe, Université de Strasbourg, UHA Mulhouse/Colmar, as well as continuing education (GRETA Strasbourg, Auchan, Siemens, Caterpillar). He started working full-time as Marketing Professor at ICN on September 1st, 2012. He launched and managed ICN's Communication and Digital Marketing track from 2013 to 2016, before launching and co-managing ICN's new MSc in Digital Management from April 2017 to December 2018. Since September 2017, he is Head of the Marketing Department at ICN.

Degrees and Training

Year Title Institution Country
2017 PhD in linguistics Université de Bourgogne
1991 Master of Business Administration Auburn University United States of America

Courses Taught

Year Title Country Institution
2023 AtI Management-Innovation-DD/RSE dans le SPORT France ICN Business School
2023 Creative Thinking France ICN Business School
2023 Gestion de gammes de produits/ services et marketi France ICN Business School
2023 AtI Nudge Music Management France ICN Business School
2023 Innovation et études de marché France ICN Business School
2023 Négociation de solutions complexe France ICN Business School
2023 Développement des projets marketing et commerciaux France ICN Business School
2023 AtI Dalle de La Défense France ICN Business School
2023 Concours de vente France ICN Business School
2023 Marketing et Big Data France ICN Business School
2022 Becoming an online Influencer France ICN Business School
2022 Communication digitale créative France ICN Business School
2022 Définir l'offre commerciale France ICN Business School
2022 Fondamentaux du Marketing / Fundamentals of Marketing France ICN Business School
2022 International Business Techniques France ICN Business School
2022 Management de l'offre à l'ère du digital France ICN Business School
2022 Management de l'omnicanalité France ICN Business School
2022 Marketing direct, Mobile Marketing France ICN Business School
2022 Psychologie du consommateur et analyse du marché France ICN Business School
2021 Marketing de l'Innovation France ICN Business School
2021 Marketing numérique France ICN Business School
2021 Marketing / Strategic Planning – Marketing / Planification Stratégique France ICN Business School
2021 International Marketing & Brand Management France ICN Business School
2021 Design d'espace commercial et de services France ICN Business School
2021 Nudge Music Management / Point intermédiaire projets de recherche en équipe, séance France ICN Business School
2020 Marketing / Planification Stratégique France ICN Business School
2020 Data, méthodes et décisions France ICN Business School
2020 Big Data / Text Mining France ICN Business School
2020 Gestion de la publicité numérique France ICN Business School
2020 Expérience client France ICN Business School
2020 Responsabilité sociétale des organisations / RSE et Marketing France ICN Business School
2018 Marketing Stratégique France ICN Business School
2018 Text Mining France ICN Business School
2018 Communication France ICN Business School
2017 Digital Marketing France ICN Business School
2017 Stratégie d'entreprise & Business Models France ICN Business School
2017 Communication Managemen France ICN Business School
2016 Principles of Marketing France ICN Business School
2016 External Communication & the Media France ICN Business School
2015 Marketing France ICN Business School
2015 Strategic Marketing France ICN Business School
2015 Advertising Managemen France ICN Business School
2015 External Communication & the Media France ICN Business School
2015 New Tools & Innovation in Digital Mktg France ICN Business School
2015 E-commerce & M-Marketing France ICN Business School
2015 Principes du marketing / Intro + démarche marketing France ICN Business School
2014 Stratsim Marketing Simulation Switzerland Caterpillar
2014 Strategic Marketing, Marketing Simulation, Digital Marketing, Marketing Innovation France ICN Business School
2013 Marketing France ICN Business School
2013 Communication France ICN Business School
2012 Lectures, workshops, and marketing simulation supervision France ICN Business School
2012 Strat Marketing France ICN Business School
2012 Strat Marketing France ICN Business School

Research Interests

  • Marketing
  • Statistical Linguistics
  • Sport Business
  • Dental Marketing
  • Linguistics
  • Health Marketing
  • Customer Experience
  • Marketing and Politics

Publications

Year Type Reference
2026 Journal article ERRAJAA, K., DE PELSMACKER, P., & RETHORE, C. (2026). The effect of music, scent and crowd on atmosphere perception, satisfaction and revisit and recommendation intentions. European Journal of Marketing, 60(2), 442-471. https://doi.org/10.1108/EJM-12-2023-0912
2026 Journal article THEODOSIOU, M., KATSIKEA, E., ALARAPE, O., RETHORE, C., & MAKRI, K. (2026). Enhancing agility and international performance through learning processes and digitalization capabilities in Nigerian SMEs. Journal of Business Research, 211(116194). https://doi.org/10.1016/j.jbusres.2026.116194
2025 Journal article KITCHEN, P., C. RETHORE, C. EARLY, “Through a Glass Darkly: IMC’s Applicability in Religious Organisations”, Journal of Advertising and Public Relations, February 2025, vol. 5, no. 1
2025 Communications in an Academical or Professional conference PETRESCU, M., C. RETHORE, A. KRISHEN, P. KITCHEN, D. IACOBUCCI, J. GIRONDA, H. AJJAN, S. SONNENBURG, S. HAO, M. ORZAN, T. HALASZOVICH, “Detecting Cultural Bias in AI-Generated Advertising Content” in Academy of Marketing Science (AMS) Annual Conference, 2025, Montreal, Canada Coauthorspresented
2025 Communications in an Academical or Professional conference PETRESCU, M., RETHORE, C., KRISHEN, A., KITCHEN, P., IACOBUCCI, D., GIRONDA, J., SONNENBURG, S., HAO, S., ORZAN, M., & HALASZOVICH, T. (2025, July). Emotionality and social cues in AI-generated advertising. [Communications in an Academical or Professional conference]. 2025 AMS World Marketing Congress, Dijon, France
2025 Communications in an Academical or Professional conference PETRESCU, M., RETHORE, C., KRISHEN, A., KITCHEN, P., IACOBUCCI, D., GIRONDA, J., AJJAN, H., SONNENBURG, S., HAO, S., ORZAN, M., & HALASZOVICH, T. (2025, May). La détection des biais culturels dans le contenu publicitaire généré par l’IA. [Communications in an Academical or Professional conference]. 41e congrès national AFM, Lille, France
2025 Published cases with instructional materials DAVID-IGNATIEFF, A., O. BRAUN, F. MALEK, C. RETHORE, N. BEN DAHMANE MOUELHI – “Quand « C’est Qui Le Patron » se demande qui sera vraiment le patron demain ?” – 2025, Recherche et Cas en Sciences de Gestion, Paris, France
2024 Journal article DAVID-IGNATIEFF, A., BRAUN, O., FATEN, M., RETHORE, C., & NORCHÈNE BEN DAHMANE MOUELHI, N. (2024). Comment la co-création contribue t-elle à renforcer le capital marque ? Le cas de « C’est Qui Le Patron »? Recherche et Cas en Sciences de Gestion, 26, 107 à 129. https://shs.cairn.info/revue-recherche-et-cas-en-sciences-de-gestion-2024-2-page-107?lang=fr
2024 Book MESLY, O., C. RETHORE, Commercial Space Design and Customer Experience, Cambridge Scholar Publishing, Newcastle, Great Britain, 2024
2024 Communications in an Academical or Professional conference BRAUN, O., C. RETHORE, P. KITCHEN, “The contribution of CSR experts to the creation of social value in a multi-stakeholder context: an emerging model” in AHRD International Research Conference, 2024, Washington, United States of America
2024 Communications in an Academical or Professional conference BRAUN, O., C. RETHORE, “Multinational Managers Confronted with “Doing Good by Doing Well” Exploring Socially Responsible Practices” in Delivering Sustainability through Ecosystem Innovation, ELMV, 2024, Paris, France
2024 Communications in an Academical or Professional conference RETHORE, C., “Table ronde grande distribution et sponsoring sportif : activations digitales”, 2024, Paris, France
2023 Journal article MESLY, O., C. RETHORE, O. BRAUN, “Comment se mettre d’accord en entreprise ?”, The conversation, August 2023
2023 Book CAUMONT, D., C. RETHORE, Les études de marché, Dunod Éditeur, Paris, France, 2023
2023 Book Chapter RETHORE, C., “Développer le marketing et les ventes” in Management des entreprises – De l’élaboration de la stratégie au développement de la transversalité., C. Bertin & J. Koehl (Dir.) Ed., ELLIPSES, chap. 10, pp. 141 – 154, 2023
2023 Communications in an Academical or Professional conference KATSIKEA, E., M. THEODOSIOU, O. ALARAPE, C. RETHORE, “Data oriented culture, big data marketing affordances & international venture performance of industrial SMEs” in Annual conference EMAC (European Marketing Academy), 2023, Odense, Denmark
2023 Communications in an Academical or Professional conference THEODOSIOU, M., E. KATSIKEA, O. ALARAPE, C. RETHORE, “A dynamic capability perspective of ambidexterity and its impact on international venture performance: Evidence from Nigerian industrial SMEs” in The Academy of International Business (AIB), 2023, Warsaw, Poland
2023 Communications in an Academical or Professional conference KATSIKEA, E., M. THEODOSIOU, O. ALARAPE, C. RETHORE, “Organizational learning and its consequences on international business venture performance: Evidence from emerging market industrial SMEs” in 2023 Global Marketing Conference (GMC), 2023, Online, South Korea
2023 Communications in an Academical or Professional conference THEODOSIOU, M., E. KATSIKEA, O. ALARAPE, C. RETHORE, “Linking strategic agility to foreign customer experience innovation in international business ventures: the moderating role of digital marketing capabilities & technological sophistication’”, 2023, athens, Greece
2023 Published cases with instructional materials MESLY, O., C. RETHORE – “Benoist : Deux artisans boulangers mettent la main à la pâte” – 2023, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, France
2022 Communications in an Academical or Professional conference RETHORE, C., “Conference moderator – The interplay between sustainability and country-of-origin on consumers’ willingness to pay for a brand” in International Marketing Conference by Prof. Adamantios Diamantopoulos, 2022, Nancy, France
2021 Journal article MESLY, O., C. RETHORE, “Key consensus factors as a tool for project-oriented marketing organizations”, Revue Internationale de Psychosociologie et de gestion des Comportements Organisationnels (RIPCO), June 2021, vol. XXVII, no. 68, pp. 73 – 99
2021 Communications in an Academical or Professional conference FLORES ZAMORA, J., C. RETHORE, P. KITCHEN, “The moderating effect of stereotypes on model-product congruency using multiethnic families as advertising endorsers” in 9th Academic Conference. 3-5 September, 2021, Greece
2020 Journal article RETHORE, C., “Using Lexico for Quantitative Discourse Analysis: From Lexicometrics to Textometrics”, Journal of Marketing Analytics, June 2020, vol. 8, pp. 118–124
2020 Journal article KITCHEN, P., M. TOURKY, M. PETRESCU , C. RETHORE, “Globalisation, Marketing, Sustainability, Tourism and the Hand Mirror of COVID-19”, Academy of Business Journal, June 2020, vol. I, pp. 9-27
2020 Communications in an Academical or Professional conference FINSTAD-MILION, K., E. EBERHARDT-TOTH, C. RETHORE, “Gender bias in the Classroom: A workshop” in 4th meeting of the France – Benelux Chapter – Young People as a Force for Change, 2020, Bruxelles, Belgium
2019 Journal article FINSTAD-MILION, K., C.RETHORE, T.STENGELHOFEN, “The Women’s World Cup: A forum for denouncing sexism or promoting gender diversity?”, The conversation, September 2019
2019 Journal article FINSTAD-MILION, K., T.STENGELHOFEN, C.RETHORE, “Sexisme dans le football: où en sommes nous?”, The Conversation, September 2019
2017 Communications in an Academical or Professional conference FINSTAD-MILION, K., C.RETHORE, E.EBERHARDT-TOTH, C.MORIN-ESTEVES, “Building Gender Awareness into Business School Teaching Practices: a Holistic Approach” ARTEM International Conference on Organizational Creativity and Sustainability (ARTEM OCC), Sept. 14-16, Nancy, France. 2017, France
2017 Faculty research seminar FINSTAD-MILION, K., C.RETHORE, E.EBERHARDT-TOTH, C.MORIN-ESTEVES, “Building Gender Awareness into Business School Teaching Practices: A Holistic Approach” Brown Bag Research Seminar of ICN Business School, July 4. 2017, Nancy, France
2016 Journal article RETHORE, C., “Analyse des données 3D. Analyses de corpus à partir de l’analyse factorielle des correspondances en 3D avec projections géodésiques”, Survey Magazine, 2016
2016 Journal article RETHORE, C., “Apports de la lexicométrie et de l’analyse textuelle aux études de marché quantitatives et qualitatives”, Survey Magazine, 2016
2016 Communications in an Academical or Professional conference FINSTAD-MILION, K., E.EBERHARDT-TOTH, C.MORIN-ESTEVES, C.RETHORE, “Are Business Professors Gender Blind in the Way they Design and Deliver Courses? A French Business School Case” 9th European Conference on Gender Equality in Higher Education (and Research), Université Paris Diderot, September 12-14. 2016, Paris, France
2016 Communications in an Academical or Professional conference FINSTAD-MILION, K., E.EBERHARDT-TOTH, C.MORIN-ESTEVES, C.RETHORE, “Responsabilité sociale des écoles de management et préparation des étudiants pour le monde du travail” XIIIème Congrès ADERSE – Université Jean Moulin Lyon 3 « La responsabilité sociale des organisations et des établissements d’enseignement supérieur », 13-14 juin. 2016, Lyon, France
2012 Faculty research seminar RETHORE, C.(2012). La force mentale des sportifs de haut niveau : applications au monde professionnel.
2011 Faculty research seminar RETHORE, C.(2011). Impact de l’évolution du matériel sportif sur les performances des sportifs de haut niveau et sur la pratique du sport dans la société française » (avec Pascal Picq, paléoanthropologue et professeur au Collège de France).
2010 Communications in an Academical or Professional conference RETHORE, C. (2010). La discrimination dans le sport. [Communications in an Academical or Professional conference]. Table ronde avec Lilian Thuram, Pap Ndiaye, Jérôme de Bontin, Enoch Effah, Nanterre, France
2000 Book DANCETTE, J., & RETHORE, C. (2000). Analytical Dictionary of Retailing / Dictionnaire bilingue de distribution. Les Presses de l’Université de Montréal.