KRATZ Christine
Christine KRATZ, Associate Professor, is director of ICN BS programs (since september 2017) after being Assistant Program Director (2016/2017) and director of the Bachelor SUP’EST (2012 to 2017). She carries out educational, coaching and research activities at ICN Business School. Its main areas of education are: marketing, innovation, design and brand management. Her research activities include two axes: “Luxury and experiential marketing” and “The practice of exclusive collections by the signs”. Her work was first oriented towards the marketing of luxury products and the experiential dimension developed through the brand and the point of sale. This axis gave rise to communications to international conferences (Bristish Academy of Management, EURAM, EMAC, IDSI). Her work focuses on the practice of exclusive collections and allows to cross various themessuch as brand strategy, design and creation, consumer behaviour, distribution.
Christine Kratz also writes case studies submitted to the CCMP (collaboration with companies (Nature & Discoveries, Moustache bikes, Decathlon, Hansi…) and she is a regular contributor to NACRA (North Amercia Case Association) as author and track chair.
Postes
Cours enseignés
IntĂŞrets de Recherche
Publications
KOEHL, J., C. KRATZ, “DĂ©velopper la transversalitĂ©” in Management des entreprises : de l’Ă©laboration de la stratĂ©gie au dĂ©veloppement de la transversalitĂ©., C. Bertin & J. Koehl (Dir.) Ed., ELLIPSES, chap. 18, pp. 275 – 284, 2023
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
KOEHL, J., C. KRATZ, G. XOLIN, “In’BĂ´ : de profondes racines pour monter haut” in NACRA 2021, Annual Conference, 2021, Orlando, United States of America
KRATZ, C., J.KOEHL, “Sophie la girafe : comment continuer Ă grandir ?” in NACRA 2019 Annual Conference, 2019, Tempe, Arizona, United States of America
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 MĂ©dias PĂ©dagogiques (CCMP), Paris
KRATZ, C., J.BILLET – “Les Biscuits de Mr. Laurent : phase de dĂ©veloppement d’une biscuiterie artisanale” – 2019, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., J.BOTUHA-BILLET, “Les biscuits de Mr LAURENT” NACRA annual conference. 2018, Orlando, United States of America
KRATZ, C., M.MAKIELA, “Cora Nancy, le challenge des produits locaux” NACRA 2018 Annual Conference. 2018, Orlando, United States of America
KRATZ, C., J.KOEHL – “Moustache Bikes : comment rester en tĂŞte de peloton ?” – 2018, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., C.GARCIA, “Terraillon, le bien ĂŞtre connectĂ©” North American Case Research Association (NACRA) annual conference. 2017, Chicago, United States of America
KRATZ, C., J.KOEHL, “Moustache Bikes : pĂ©daler 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
KRATZ, C. – “Les Madeleines de Liverdun : Comment dĂ©velopper la marque tout en gardant ses valeurs patrimoniales ?”.” – 2017, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris
KRATZ, C. – “The “Madeleines de Liverdun”” – 2017, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP)
KRATZ, C., “Les Madeleines de Liverdun : Comment dĂ©velopper la marque tout en gardant ses valeurs patrimoniales ?”” North American Case Research Associaton (NACRA) annual conference. 2016, Las Vegas
KRATZ, C., M.FILSER, “Les collections exclusives des crĂ©ateurs pour les enseignes de la distribution : recrutement d’une nouvelle clientèle ou fidĂ©lisation de la clientèle existante ?” 2ème JournĂ©e de Recherche en Marketing du Grand Est. 2016, Reims.
KRATZ, C., J.KOEHL – “Le MarchĂ© de l’Oncle Hansi : comment dĂ©velopper la marque Ă©tendard de l’Alsace” – 2016, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., J.KOEHL – “Uncle Hansi’s market: Developing the Alsace Flagship Brand” – 2016, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., “Le MarchĂ© de l’Oncle HANSI : Comment dĂ©velopper la marque-Ă©tendard de l’Alsace ?” North American Case Research Association (NACRA) Annual Conference. 2015, Orlando, United States of America
BARES, S., C.KRATZ, “Michel et Augustin : A la conquĂŞte du goĂ»t! Pour une dĂ©marche de co-production avec le client” North American Case Research Association (NACRA) Annual Conference. 2013, Victoria, Canada
KRATZ, C., “La pratique des collections exclusives par les enseignes : volontĂ© stratĂ©gique vs. comportement des consommatrices” Colloque « Sciences et dĂ©cision marketing » UniversitĂ© Paris Sorbonne. 2013, Paris, France
KRATZ, C., S.BARES – “IKEA en AlgĂ©rie : une communication Ă inventer !” – 2012, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., S.BARES – “DECATHLON : L’enjeu des services” – 2011, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris
KRATZ, C., S.BARES – “DECATHLON case: The Importance of Services” – 2011, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., S.BARES – “DECATHLON: The Importance of Services, European Case Clearing House ” – 2011, European Case Clearing House (ECCH), Great Britain
KRATZ, C., S.BARES – “Nature & DĂ©couvertes: How to continue to innovate and differentiate” – 2011, ECCH Case, Paris, France
KRATZ, C., S.BARES – “Nature & DĂ©couvertes – Consumer spending slowdown and eco-wave: how to continue to innovate and stand out from the crowd?” – 2010, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
KRATZ, C., S.BARES – “Nature & DĂ©couverte : comment conserver une image innovante et diffĂ©renciante” – 2009, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
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