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Laetitia Mimoun is a Ph.D. student in Marketing at HEC Paris, who will be graduating in 2018. Her dissertation research is focused on consumer liminality and liquid lifestyles, and examines consumer identity among consumers who embrace transition, contingency, and uncertainty. Her secondary research interest relates to technology consumption. She holds an MSc in International Marketing from the University of Strathclyde in Scotland and a Master in Management from Audencia Nantes in France.
Main courses taught at HEC
Teaching Assistant: Strategic Marketing (Master level)
Grading Assistant: Value Creation - Understanding Marketing (MBA level), Marketing (EMBA level), Organizational Behavior (MBA level)
Grading Assistant: Introduction to Marketing (Bachelor level), Leading Organizations (Master level), Leader for Business Strategy (MBA level)
Revisiting Liminality in Consumer Research: Liquid Lifestyles in the Marketplace.
2013 MSc in International Marketing, University of Strathclyde, United Kingdom.
2013 Master in Management, Audencia Nantes School of Management, France.
2013- Ph.D. Student, HEC Paris.
2017 Instructor: Content and Data Analysis, Methodologies for Field Surveys, EMLYON Business School, France.
2016 Instructor: Branding, Branding and Advertising, Market Research Methodology, ISC Business School, France.
2015 Teaching Assistant - Consumer Behavior & Decision MakingTeaching Assistant - Consumer Behavior & Decision Making, HEC Paris, France.
2012- Assistant product manager, Lactalis Nestlé Ultra Frais, France.
2011- Assistant business development, Colorific, Australia.
2011- Assistant product manager, Foods International, France.
Awards & Honors
2017 HEC Foundation Scholarship Award for Excellence.
2013 Professor M.J. Thomas Prize for Excellent Performance.
"Betwixt and Between Consumption: A Review of Liminality in Consumer Research", Special Session Presentation, Consumer Culture Theory Conference (CCTC), 2017, Anaheim, USA (in coll. with Fleura BADHI).
"Liminality and Liminal Consumption", 9th Workshop on Interpretive Consumer Research, 2017, Stockholm, Sweden (in coll. with Fleura BARDHI).
"Liminality in Consumer Research", Working Paper Session, Association For Consumer Research North American Conference (ACR), 2017, San Diego.
"Shadows, Shoulders, Soldiers, and Superheroes: Constructing Masculinity amidst Fertility Services Marketing", Competitive Paper Presentation, Consumer Culture Theory Conference (CCTC), 2017, Anaheim, USA (in coll. with Francesca SOBANDE, Torres LEZ TRUJILLO ).
"When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market", Competitive Paper Session, Association For Consumer Research North American Conference (ACR), 2017, San Diego, USA (in coll. with Torres LEZ TRUJILLO , Francesca SOBANDE ).
"When Technologies Drive Market Legitimization and Expansion. The Case of Assisted Reproductive Technologies", Special Session Presentation, Consumer Culture Theory Conference (CCTC), 2017, Anaheim, USA (in coll. with Torres LEZ TRUJILLO , Francesca SOBANCE).
"The Rise Of Commercial Health Myths: The Case Of Gene Therapy", 41st Annual Macromarketing Conference, July, 2016, Dublin, Ireland (in coll. with L. TRUJILLO TORRES, F. SOBANDE).
"When a Change in Institutional Logics Does Not Lead to Market Evolution: The Case of Fertility Services Market", ACR Conference, 2016, Berlin, Germany (in coll. with F. SOBANDE, L. TRUJILLO TORRES).
"Expatriates’ Transitions and Cultural Identity: Social Networking Sites as a Key Resource", Competitive Paper Presentation, Equality, Diversity and Inclusion International Conference, 2015, Tel Aviv, Israel .
"Social Networking Sites And Expatriates’ Transitions", CCT Conference, 2015, Fayetteville, USA .
"Social networking sites and expatriates’ transition: A key resource in a learning process", ACR Conference, October, 2015, New Orleans, USA (in coll. with T. LOWREY).
Liquid Consumer Lifestyle