Marie-Hélène ABBO, PhD

Marie-Hélène ABBO, PhD
Marketing Professor
Head of International Academic Programs
MBA France India Manager
E-Mail: [email protected]
Telephone: 00 33 (0)5.59.92.64.39
Presentation
Academic Background:
1979
Post Graduated in Business studies - Group ESC Toulouse Business School (France)
1999
Pre PhD in Management Sciences Toulouse 1 University (France) with Honor
2011
Ph.D from University of Delhi (India)
Topic: “Impact of a Co-Branding Strategy between Non-Profit and For-Profit Organizations on
Consumers’ Attitude”
Supervisor: Professor Muneesh Kumar - University of Delhi (India)
Co-supervisor: Professor Christophe Benavent - Paris Ouest University (France)
Managerial Experience:
From 2004

2010-2012
Group ESC PAU Business School France
Head of International Academic Programs & France India MBA Manager
Topics: Innovation, Leadership, Knowledge Management & ITM
15 French students + 15 Indian students / 6 months in France + 3 months in India
Conception and Coaching of Business Projects for EADS; ACCENTURE; ERNST & YOUNG; ALTRAN;
BATA; DECATHLON; OFFICE DEPOT; RELIANCE; ACUMEN; LUMIPLANVIDEOCON (Bangalore)

2004-2010
Head of Marketing Department
Team management of permanent and free lance teachers, creation of educational models, assessments ...
Marketing & Brand Management teaching in French, English and Spanish
Specialist of India and Multicultural Team Management
1998-2004
Marketing Consultant (MHA Consulting)& Marketing Professor Group
Marketing and Communication Audit.- Qualitative Marketing Research- B2C- Health Care
Group ESC Toulouse Business School: Head of the M2C Master - Marketing Management and
Communication- English Version); Affiliate Professor at Pau University; EUROMED Marseille (Health Master);
INM Paris –Marketing Institute s (Executive MBA)…
1991-1997
PIERRE FABRE Laboratories
Worldwide leader in Dermo-cosmetics 2010 Turnover: 1860 Millions of Euros

1995-1997
RENE FURTERER International Brand Manager
www.renefurterer.com
Premium Hair Care Brand - 50 references - 45 countries - 1995-1996 turn over: + 30%
Brand Development in France and abroad
Launch of new products and creating of new concept
Team Management (Product Managers, Logistics Assistants ...)

1991-1994
Head of the International Qualitative Research Department
www.pierre-fabre.com
Synthesis of Strategic Studies for the PIERRE FABRE Laboratories CEO and Top Managemen
Internal consultant for Marketing Directors of KLORANE, ELANCYL, GALENIC, AVENE brands...
Cosmetics & pharmaceutical worldwide markets analyst (panels, data consumers ...
Consumer’s and Retailers’ Focus Groups
In-house training / coaching product managers, sales force, subsidiaries ....
Co-production of surveys with International Research Institutes (SOFRES, TMO, SECODIP, NIELSEN…)
1981-1990
 1988-1990
CRP CONSULTING GROUP - France
Marketing Communication Consultant
Managing Global Communication process & Coaching decision groups: SANOFI (health),CDT (Tourism), EDF
(Energy), CPAM (health)
 1984-1988 Marketing Research Survey Manager
Designing and developing qualitative and quantitative surveys in France & abroad: ALCON (Health),Creation
Delacroix (Fashion), Conseils Généraux Gers, Tarn, Haute- Garonne... (Public Sector).COOB 92 Barcelona
(Sport Event ), EDF (Energy), ESTEL (Dairy), France MAIS (Agriculture), GELIS (Materials,) MAEC (Home
Automation), SNCF (Transport), VOA (Glass)
 1981-1984 Strategy and Marketing lecturer
Developing Marketing training courses for executive managers and coaching new businesses to set
up their projects.
www.crpconsulting.net
Teaching
Group ESC Pau Business School
International Marketing
Brand Management
Global Branding and Corporate Social Responsibility (CSR)
4Ps 4Cs 3Ps…?
Other Universities
Marketing Management
Brand Alliance
Cause Co-Branding
Research
Topics
Consumer behavior
Brand Alliance and Cause Co-Branding (India vs. France)
Affiliations
Member of the IRMAPE Scientific Committee (Research Institute of Management and Emerging Practices)
Member of the AFM (French Marketing Association)
Member of EMAC (European Marketing Academy)
Reviewer: Journal of Brand Management & EMAC
Publications
Publications
Abbo, M.-H. (2011), Impact of a Co-Branding Strategy between Non-Profit and For-Profit Organizations on
Consumers’ Attitude, PhD Dissertation, University of Delhi, India.
Abbo, M.-H., and Huq F. (2008), Perceptions about benchmarking best practices among French managers: an
exploratory survey, Journal of Manufacturing Technology Management / Benchmarking: an International
Journal, Vol. 15 Iss: 4, pp.382 - 401
Abbo, M.-H. (2007), An Exploratory Study on the Impact of Two Ingredient Branding Strategies on the Host
Brand, (pp.125-141)in: Brand Alliances, New Models of Networking, Gopalakrishnan P.S, ICFAI University
Press, India.
Abbo, M.-H, Sié L. and Ghewy P. (2007), « Le transfert d’identification à la marque invitée à la marque
d’accueil dans les alliances de marques », Cahiers de Recherche de l’ESC PAU, vol. 8, France
Abbo M.-H. (2006), Brand Associations, Consumers’ Attitudes and Cause-Related Marketing: An Exploratory
Study, Cahier de Recherche de l’ESC Pau, vol 7, France.
Abbo, M.-H. (2005), An Exploratory Study on the impact of two Ingredient Branding Strategies on the Host
Brand, Cahier de Recherche de l’ESC PAU, vol. 4, France.
Abbo, M.-H. (1999), Musique d’ambiance et points de vente : approche exploratoire sur la congruence entre
style de musique, goûts musicaux et types de point de vente, Mémoire de DEA en Sciences de Gestion, ESUG
Toulouse 1, France.
Conferences
Abbo, M.-H, Bories D. and Vidal S. (2011), « Utilisation du label AB dans la publicité : quels effets sur
l’attitude des consommateurs ? », 27ème Congres International de l’AFM, Bruxelles, Belgium.
Abbo, M.-H. (2009), “Evolution of the Brand Structure after a Cause Co-Branding Initiative: A French
Exploratory Case Study”, 1st seminar on Ethical marketing, ESCEM, Tours, France
Abbo, M.-H. (2009), "Doing Good is not necessarily Doing Well: a Talk on Alliances between
Corporate Houses and NGOs", Conference organized par l'Alliance Française, Bangalore, Inde.
Abbo, M.-H. (2009), “From Branding to Cause Co-branding”, ADERSE, Pau, France.
Abbo, M.-H. (2008), “Evolution of Brand Associations after a Co-Branding Initiative between a Brand and a
Cause: A French Exploratory Case Study, 7th Marketing Trends International Congress - EAP-ESCP. Venice,
Italy.
Abbo, M.-H. (2007), “Impact of Partnering with a Non Profit Organization on the For Profit Brand Image”,
Association of Marketing Theory and Practice Conference, Florida, USA.
Abbo, M.-H, Sié L and Ghewy P. (2006), « Le Transfert d’Identification à la Marque dans le cadre des
Alliances de Co-marquage », XXIIème Congres International, Association Française du Marketing (AFM),
France.
Abbo, M.-H. (2006), “An Exploratory Study on the Impact of Two Ingredient Branding Strategies on the Host
Brand”, in Association of Marketing Theory and Practice, Joseph Chapman, eds. South Carolina: Ball State
University, 191-199.