Taillard Marie | ESCP Business School

Marie Taillard

Full Professor of Creativity Marketing

Department : Marketing
Campus : London

Dr. Taillard earned her MBA from Columbia Business School and her PhD from the University of London. Her previous academic work was in Linguistics, a field in which she developed her interest in the study of language in use. She specializes in studying marketing management and consumer behavior from the perspective of the communications that take place between consumers and firms and amongst consumers themselves. She is interested in how technology has transformed relationships between stakeholders in organizations and in how consumers, in particular, contribute to creating value with brands. She has also conducted research in the area of change management and digitalization. Dr. Taillard is a citizen of France and the United States, and has lived in Australia, the South Pacific, France, the United States and the United Kingdom. As such, she also has expertise in intercultural communication issues. Her extensive professional background is in services marketing and in the travel/tourism industry. She held management positions in the United States for American Express, Council Travel, UTA French Airlines, Club Med and Accor Hotels. Marie Taillard is a member of the American Marketing Association, the Academy of Marketing Science and the Association for Consumer Research. As a member of ESCP Business School's permanent Faculty since 2007, she teaches in several postgraduate and executive programmes at the School. She is the Director of the School's unique and successful MSc and Executive MSc in Marketing and Creativity whose launch she spearheaded in 2009. She is expanding her research in Marketing and Creativity as the Director of the Creativity Marketing Centre on the London Campus of ESCP Business School. She was named L'Oréal Professor of Creativity Marketing in November 2015.

PUBLICATIONS

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15 publications

Books

2021

COLLIN, B., M. TAILLARD

Digital Makeover: How L'Oreal Put People First to Build a Beauty Tech Powerhouse

Wiley, New York, 224 pages

Academic Articles

2018

TAILLARD, M., V. P. GLAVEANU

Difficult differences pave the creative road from diversity to performance

EUROPEAN MANAGEMENT JOURNAL, 36, 6, 671-6

Chapters

2017

TAILLARD, M., B. VOYER

Creativity in Marketing

In: Cambridge Handbook of Creativity Across Different Domains, James C. Kaufman ; V.P. Glaveanu . John Baer Cambridge University Press

Chapters

2017

MUNIZ, JR., A., M., M. TAILLARD

Co-constructing Institutions One Brick at a Time: Appropriation and Deliberation on Lego Ideas

In: Routledge Companion to Consumer Behavior, Michael Solomon and Tina Lowrey Routledge, 422-443

Conference Presentations

2017

LEE, H. -H. M., M. TAILLARD

Institutional work in conversation at Bébé Voyage, Bringing Institutional Theory to Marketing

ISCTE Business School

Academic Articles

2016

TAILLARD, M., L. D. PETERS, J. PELS, C. MELE

The role of shared intentions in the emergence of service ecosystems

JOURNAL OF BUSINESS RESEARCH, Vol. 69, Issue 8, pp. 2972–2980

Chapters

2016

TAILLARD, M., B. VOYER

Giving Creative Credit Where Credit Is Due: A Socio-Cultural Approach to Consumer Creativity

In: The Palgrave Handbook of Creativity and Culture Research, Vlad Glaveanu Palgrave, 499-516

Conference Presentations

2016

VOYER, B., M. TAILLARD

Giving Creative Credit Where Credit Is Due: A Socio-Cultural Approach to Consumer Creativity

International Congress of Psychology

Conference Presentations

2016

VOYER, B., M. TAILLARD

Towards a Socio-Cultural Approach to studying Consumer Creativity

International Association for Cross-Cultural Psychology (IACCP)

Academic Articles

2014

TAILLARD, M., B. VOYER, V. GLAVEANU, A. GRITZALI

Value creation in the consumption process: the role of consumer creativity

ADVANCES IN CONSUMER RESEARCH, Vol. 42, pp. 381-386 5 p.

Research and expertise

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Books

2021

Digital Makeover: How L'Oreal Put People First to Build a Beauty Tech Powerhouse

Academic Articles

2018

Difficult differences pave the creative road from diversity to performance

Chapters

2017

Creativity in Marketing

Chapters

2017

Co-constructing Institutions One Brick at a Time: Appropriation and Deliberation on Lego Ideas

Conference Presentations

2017

Institutional work in conversation at Bébé Voyage, Bringing Institutional Theory to Marketing

Academic Articles

2016

The role of shared intentions in the emergence of service ecosystems

Chapters

2016

Giving Creative Credit Where Credit Is Due: A Socio-Cultural Approach to Consumer Creativity

Conference Presentations

2016

Giving Creative Credit Where Credit Is Due: A Socio-Cultural Approach to Consumer Creativity

Conference Presentations

2016

Towards a Socio-Cultural Approach to studying Consumer Creativity

Academic Articles

2014

Value creation in the consumption process: the role of consumer creativity

Research and expertise