October, 20 2017
09:30 Welcoming of participants
10:00 Introduction of the workshop
Isabelle COLLIN-LACHAUD (Professeur, IMMD, MERCUR, Université de Lille)
Nathalie DEMOULIN (Associate Professeur, IÉSEG School of Management, LEM)
10:15 Session 1
Keynote speaker, Peter VERHOEF, Professor of Marketing, University of Groningen Multi-channel Research: Where are we and where do we go to?
11:15 Session 2
1. Helen COCCO, PhD candidate, IÉSEG School of Management, LEM Conceptualization and measurement of the shopping experience in an omni-channel context
2. Guillaume DO VALE, PhD candidate, University of Lille, LSMRC-MERCUR, LEM Operating an omni-channel transformation: effects on retailers business models
12:45 Lunch
14:00 Session 3
1. Huan LIU, PhD candidate, University of Groningen The effect of mobile channel usage on purchase behavior: A study for a Chinese online health retailer
2. Thiphaine CHAUTARD, PhD candidate, University of Lille, LSMRC-MERCUR “Once upon a time, the omni-channel transition”: how retailers use internal storytelling to promote readiness to change?
15:30 Coffee break
15:50 Session 4
Keynote speaker, Lanlan CAO, Associate Professor in Marketing, NEOMA Business School “Stock Market’s Responses to Retailers’ Search-, Purchase-Related, or Hybrid Mobile Channel Additions”