I am

Maxime KOROMYSLOV

Marketing
Permanent

Presentation

Biography

Maxime KOROMYSLOV is a Director of MSc Programmes (Masters of Science) and Associate Professor of Marketing. He is involved in both initial and continuing education in market research, strategic and operational marketing as well as luxury marketing. His research focuses mainly on luxury marketing, in particular the issue of product outsourcing (Country-of-Origin Effect) and its impact on consumer behavior. Author of more than a dozen works on the subject, Maxime regularely participates in national and international conferences bringing together both academics and European (France, Italy, Russia) or North American (Canada) marketing professionals. Moreover, he is a member of the French Marketing Association (AFM) and of the CEREFIGE research center (University of Lorraine).

Degrees and Training

Year Title Institution Country
2009 Ph.D. in Marketing University Nancy 2 France
2001 Master, Business Administration, Marketing Institut d'Administration des Entreprises France
2000 Mastery in Management Science Institut d'Administration des Entreprises France

Courses Taught

Year Title Country Institution
2024 CreaCtive Learning Expedition France ICN Business School
2024 CreaCthon: Event Design France ICN Business School
2023 Méthodologie de recherche France ICN Business School
2022 Hospitality France ICN Business School
2021 Luxe, design et créativité France ICN Business School
2021 Communication spécifique France ICN Business School
2021 Watchmaking & Jewellery France ICN Business School
2021 Discovering Savoir-Faire France ICN Business School
2020 AtI. Luxe, design et créativité / Séance introductive France ICN Business School
2020 Wines and Spirits France ICN Business School
2020 Mapping du luxe à Paris France ICN Business School
2020 Simulation de Gestion France ICN Business School
2020 Watchmaking and Jewellery France ICN Business School
2020 Hospitality / In PARIS France ICN Business School
2005 Marketing Studies France ICN Business School
2005 Marketing Approach and Market Research France ICN Business School
2005 Deluxe Marketing France ICN Business School
2005 Marketing Studies France ICN Business School
2005 Fundamentals of Marketing France ICN Business School
2005 Sourcing in Luxury France ICN Business School

Research Interests

  • Marketing
  • Creative Industries
  • Methodology

Publications

Year Type Reference
2025 Communications in an Academical or Professional conference IVANOVA RUFFO, O., M. KOROMYSLOV, P.-X. MESCHI, E. KATSIKEA, “Traditioning as Legitimacy in Craft Entrepreneurship: The Case of Artisanal Champagne Producers” in 25th European Academy of Management (EURAM) conference, 2025, Florence, Italy
2025 Communications in an Academical or Professional conference IVANOVA RUFFO, O., H. MAVOORI, M. KOROMYSLOV, E. KATSIKEA, “Crafting authenticity: The interplay of collective and individual identity in the context of artisanal Champagne production” in EGOS, 2025, Athens
2025 Faculty research seminar IVANOVA RUFFO, O., M. KOROMYSLOV, M. THEODOSIOU, M., P.-X. MESCHI, E. KATSIKEA, “The Effects of Organizational Improvisation on the Strategic Agility of Small Internationalizing Firms: the Case of Artisanal Champagne Producers” ESSEC Workshop. 2025, Cergy
2024 Book KOROMYSLOV, M., Y. WAN, Social media marketing and digital commerce in the luxury industry (en chinois), Donghua University Publishing, Beijing, China (PRC), 2024
2024 Book Chapter KOROMYSLOV, M., “Les tendances provenant d’autres domaines du luxe” in Nouveaux modèles d’affaires horlogers., François H. Courvoisier & Kalust Zorik Ed., Editions Loisirs et Pédagogie, 2024
2024 Communications in an Academical or Professional conference WAN, Y., M. KOROMYSLOV, “Can live-streaming e-commerce boost purchase intention? An application to Chinese luxury market under COVID-19 pandemic situation” in 23d International Marketing Trends Conference., 2024, Venise, Italy
2024 Communications in an Academical or Professional conference IVANOVA RUFFO, O., M. KOROMYSLOV, E. KATSIKEA, M. THEODOSIOU, M., P.-X. MESCHI, “Exploring the Effect of Organizational Improvisation on the Strategic Agility of Small Internationalizing Firms: Evidence from Artisanal Champagne Producers” in AIB-MENA International Business Conference, 2024, Dubaï
2023 Keynote speaker/Invited in a academic conference KOROMYSLOV, M. – “Horlogerie suisse à l’écoute des tendances venues d’ailleurs” dans 27ème Journée internationale du marketing horloger” – 2023, La Chaux-de-Fonds, Switzerland
2021 Journal article KOROMYSLOV, M., A. V. SHOLOMOVA, I. SKOROBOGATYKH, N. A. PEREPELKIN, “The impact of the COVID-19 pandemic on the global luxury goods and services market: new challenges for digitalization, social and cultural aspects”, Marketing and marketing research journal, March 2021, vol. 3
2020 Journal article WAN, Y., M. KOROMYSLOV, J. C. CHANG, H. LU, “Does Social Media Marketing Work in Chinese Luxury Market?”, Journal of Marketing Development and Competitiveness, November 2020, vol. 14, no. 4, pp. 51-66
2020 Proceedings from scientific conference WAN, Y., H. LU, M. KOROMYSLOV, “Antecedents and consequences of online customer experience of Chinese millennials luxury consumers” in Global Marketing Conference, Global Alliance of Marketing & Management Associations, pp. 988-1019, 2020, Seoul, South Korea
2020 Communications in an Academical or Professional conference WAN, Y., M. KOROMYSLOV, F. WU, H. ZHU, “Does Social Media Marketing Work in Chinese Luxury Market?” in 19th International Marketing Trends, 2020, Paris, France
2019 Journal article KHELLADI, I., M.KOROMYSLOV, “Millennials français et chinois : des rapports au luxe bien différents…”, The conversation, July 2019
2019 Communications in an Academical or Professional conference KOROMYSLOV, M., Y.WAN, “The impact of celebrity endorsement on Chinese luxury purchaser’s intention” 18th International Marketing Trends Congress. 2019, Venise, Italy
2013 Journal article KOROMYSLOV, M., B.WALLISER, E.ROUX, “Marques françaises de luxe : effets de la délocalisation de la fabrication et du design sur les évaluations des clients”, Management International, Spring 2013, vol. 17, no. 3, pp. 36-48
2012 Journal article KOROMYSLOV, M., “Le Made in France en question. Pratiques et opinions des professionnels français du luxe”, Revue Française de Gestion, March 2012, vol. 37, no. 218-219, pp. 107-122
2012 Communications in an Academical or Professional conference KOROMYSLOV, M., B.WALLISER, ” Le luxe français est-il délocalisable ? Les effets négatifs de la délocalisation de la fabrication et du design pour les marques française du luxe” Congrès international de l’Association Française de Marketing (AFM). 2012, Brest, France
2011 Communications in an Academical or Professional conference KOROMYSLOV, M., B.WALLISER, “Les conséquences négatives de la délocalisation du luxe pour les marques” 1er Colloque International Westford – Luxe et contrefaçon : défis, enjeux et perspectives. 2011, Genève, Switzerland