KRATZ Christine - ICN Business School
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KRATZ Christine

Marketing

permanent professor

KRATZ Christine – Marketing
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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.

 

 

Positions
Start End Title Institution Country Nature Discipline
2005-09-012012-01-02Chairman of department, MarketingICN Business SchoolFranceChairman of departmentMarketing
Taught courses
Year Title Country Institution Degree Discipline Language
2015Packaging designFranceICN Business SchoolSpecialized MastereOtherFrench
2013Marketing / Droit et PrixFranceICN Business SchoolMasterMarketing-
2012Communication by designAlgeriaEFTGBachelorCommunicationFrench
2012DP. MarketingFranceICN Business SchoolMasterMarketing-
2011Principles of marketingFranceICN Business SchoolBachelorMarketingFrench
2008Product & price managementFranceICN Business SchoolMasterMarketingFrench
2002Mix marketingFranceICN Business SchoolExecutive Education - Diploma Certified by the RNCPMarketingFrench
2001New product & brand managementFranceICN Business SchoolMasterMarketingFrench
Research interests
Title Discipline
Product management-
Management de l'offre et de la marque ; design ; mode et innovation ; comportement du consommateurMarketing
Contributions
Year Type Extract Status
2007Book ChapterKRATZ, 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, 2007Published
2013Communications in an Academical or Professional conferenceBARES, 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, CanadaPublished
2015Communications in an Academical or Professional conferenceKRATZ, 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 AmericaPublished
2013Communications in an Academical or Professional conferenceKRATZ, 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, FrancePublished
2016Communications in an Academical or Professional conferenceKRATZ, 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. Published
2016Communications in an Academical or Professional conferenceKRATZ, 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 VegasPublished
2017Communications in an Academical or Professional conferenceKRATZ, 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 AmericaPublished
2017Communications in an Academical or Professional conferenceKRATZ, C., C.GARCIA, "Terraillon, le bien être connecté" North American Case Research Association (NACRA) annual conference. 2017, Chicago, United States of AmericaPublished
2018Communications in an Academical or Professional conferenceKRATZ, C., M.MAKIELA, "Cora Nancy, le challenge des produits locaux" NACRA 2018 Annual Conference. 2018, Orlando, United States of AmericaPublished
2018Communications in an Academical or Professional conferenceKRATZ, C., J.BOTUHA-BILLET, "Les biscuits de Mr LAURENT" NACRA annual conference. 2018, Orlando, United States of AmericaPublished
2019Communications in an Academical or Professional conferenceKRATZ, C., J.KOEHL, "Sophie la girafe : comment continuer à grandir ?" in NACRA 2019 Annual Conference, 2019, Tempe, Arizona, United States of AmericaPublished
2011Published cases with instructional materialsKRATZ, C., S.BARES - "Nature & Découvertes: How to continue to innovate and differentiate" - 2011, ECCH Case, Paris, FrancePublished
2011Published cases with instructional materialsKRATZ, C., S.BARES - "DECATHLON : L’enjeu des services" - 2011, Centrale des Cas et des Médias Pédagogiques (CCMP), ParisPublished
2011Published cases with instructional materialsKRATZ, C., S.BARES - "DECATHLON case: The Importance of Services" - 2011, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, FrancePublished
2012Published cases with instructional materialsKRATZ, C., S.BARES - "IKEA en Algérie : une communication à inventer !" - 2012, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, FrancePublished
2011Published cases with instructional materialsKRATZ, C., S.BARES - "DECATHLON: The Importance of Services, European Case Clearing House " - 2011, European Case Clearing House (ECCH), Great BritainPublished
2009Published cases with instructional materialsKRATZ, C., S.BARES - "Nature & Découverte : comment conserver une image innovante et différenciante" - 2009, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, FrancePublished
2010Published cases with instructional materialsKRATZ, 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, FrancePublished
2016Published cases with instructional materialsKRATZ, 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, FrancePublished
2016Published cases with instructional materialsKRATZ, C., J.KOEHL - "Uncle Hansi’s market: Developing the Alsace Flagship Brand" - 2016, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, FrancePublished
2017Published cases with instructional materialsKRATZ, C. - "Les Madeleines de Liverdun : Comment développer la marque tout en gardant ses valeurs patrimoniales ?"." - 2017, Centrale des Cas et des Médias Pédagogiques (CCMP), ParisPublished
2017Published cases with instructional materialsKRATZ, C. - "The "Madeleines de Liverdun"" - 2017, Centrale des Cas et des Médias Pédagogiques (CCMP)Published
2018Published cases with instructional materialsKRATZ, C., J.KOEHL - "Moustache Bikes : comment rester en tête de peloton ?" - 2018, Centrale des Cas et des Médias Pédagogiques (CCMP), Paris, FrancePublished
2019Published cases with instructional materialsKRATZ, 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, FrancePublished
2019Published cases with instructional materialsKRATZ, 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), ParisPublished
2019Published cases with instructional materialsKRATZ, C., J.KOEHL - "Sophie la Girafe : "Comment continuer à grandir"" - 2019, NACRA, FrancePublished
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