Michael Antioco
Professor
Marketing
EDHEC Business School
France
Biography
Michael Antioco joined EDHEC Business School as Professor in Marketing in September 2013. Prior to joining Group EDHEC, Michael held a tenured faculty position at EMLYON Business School where he taught in Ecully (France) and Shanghai (China) and a visiting position at TIAS School for Business and Society , Tilburg University (the Netherlands). The broad area of his quantitative research is customer understanding wi th a particular focus on formulating practical recommendations for decision - making, product innovation, and marketing communications. He mainly carries out his research in the high - tech and luxury sectors . For his research, he has collaborated with firms s uch as Ion Beam Applications (IBA), ING Banking & Insurance, Philips, Lancel, and Printemps retailers , among others.
Research Interest
Customer/consumer understanding in the contexts of: 1. New Product Development /Innovation 2. Product feedback management, 3. Advertising responses / M arketing communications Methods: Survey, Linguistics Analysis, Quasi - Experiments, Quantitative Methods Sectors: FMCG, Luxury goods and high - tech products
Publications
-
Moenaert R.K., H. Robben, M. Antioco, V. Deschamphelaere, and E. Roks (2010). “Strategic Innovation Decisions: What You Foresee is not What You Getâ€, Journal of Product Innovation Management , 27(6), 840 - 855.
-
Lindgreen, A., Hingley, M.K., and Antioco, M (2011). “Value Marketing in the Health Care Industryâ€, Journal of Marketing Management , 27(3 - 4), 199 - 206.
-
Antioco, M., D. Smeesters, and A. Le Boedec (2012), “Take Your Pick: Kate Moss or the Girl Next Door? The Effectivene ss of Cosmetics Advertising?†Journal of Advertising Research , 52(1), 1 - 16.
-
Antioco, M., J. Vanhamme, A. Hardy, and L. Bernardin (2012). "On th e Importance of Social Integration for Minority Targeting Effectiveness," International Journal of Research in Marketing , 29(4), 380 - 389.
-
Coussement, K., D. Benoit, and M. Antioco (2015 ). “A Bayesian Approach for Incorporating Expert Opinions into Decision Support Systems: A Case Study of Online Consumer - Satisfaction Detection,†Decision Support Systems , 79 (Nov), 24 - 32.
