Kristine DE VALCK

Professeur

Marketing

devalck@hec.fr
Profile picture

Biographie

Kristine de Valck est Professeure de Marketing et Doyenne des Programmes Diplômants à HEC Paris. Elle fait autorité sur les communautés en ligne, le marketing de bouche-à-oreille et l’impact de la transformation numérique sur le comportement des consommateurs et les organisations.

Les recherches de Kristine de Valck examinent comment les communautés en ligne, les réseaux sociaux et les plateformes numériques façonnent le comportement des consommateurs et les stratégies marketing. Elle est reconnue internationalement pour avoir fait progresser les connaissances sur le marketing de bouche-à-oreille et la dynamique des réseaux en ligne.

Elle a publié dans des revues académiques de premier plan telles que le Journal of Consumer Research, le Journal of Marketing Research, le Journal of the Academy of Marketing Science et Administrative Science Quarterly.

Ses travaux primés explorent des thématiques allant de la « brutalisation » des communautés en ligne aux pratiques de co-création et à l’improvisation dans les contextes d’affaires.

Kristine traduit régulièrement ses recherches pour les praticiens à travers des conférences, des programmes pour dirigeants et des articles, notamment dans The Conversation et la Harvard Business Review, dont « Why Moderators Can’t Protect Online Communities on Their Own » (2024) et « Improvisation Takes Practice » (2021).

Avant de devenir Doyenne des Programmes Diplômants en 2021, elle a occupé plusieurs postes de direction à HEC Paris, notamment celui de Directrice du Département Marketing, de Doyenne Associée du programme de doctorat et de Vice-Doyenne du TRIUM Global Executive MBA. Elle siège également à des conseils d’administration internationaux et contribue au développement des corps professoraux des écoles de commerce dans le monde entier.

 

 

 

Articles scientifiques

Co‐creative gift systems within digital platforms

Psychology and Marketing, octobre 2024, vol. 41, n° 10, pp 2329-2341, (in coll. with I. CIAMPA)

Why Online Consumption Communities Brutalize

Journal of Consumer Research, décembre 2024, vol. 51, n° 4, (in coll. with O. SIBAI, M. K. LUEDICKE)

Developing Improvisation Skills: The Influence of Individual Orientations

Administrative Science Quarterly, 2021, vol. 66, n° 3, pp 612-658, (in coll. with P. V. Mannucci, D. C. Orazi)

Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation

Journal of the Academy of Marketing Science, 2 décembre 2020, vol. 48, n° 3, pp 422-448, (in coll. with A. BABIC ROSARIO, F. SOTGIU)

Understanding emerging adults' consumption of TV series in the digital age: A practice-theory-based approach

Journal of Business Research, février 2019, vol. 95, pp 253-265, (in coll. with S. FEIEREISEN, D. RASOLOFOARISON, J. SCHMITT)

Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System

Journal of Public Policy & Marketing, automne 2016, vol. 35, n° 2, pp 185-197, (in coll. with A. BARRIOS, C. SCHULTZ, O. SIBAI, K. HUSEMANN, M. MAXWELL-SMITH, M. K. LUEDICKE)

The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors

Journal of Marketing Research, juin 2016, vol. 53, n° 3, pp 297-318, (in coll. with A. BABIC, F. SOTGIU, T. H. A. BIJMOLT)

Social Control in Online Communities of Consumption: A Framework for Community Management

Psychology and Marketing, juillet 2015, vol. 32, n° 3, pp 250-264, (in coll. with O. SIBAI, A. FARRELL, J. M. RUDD)

Using Blogs to Solicit Consumer Feedback: The Role of Directive Questioning Versus No Questioning

Journal of Interactive Marketing, février 2013, vol. 27, n° 1, pp 62-73, (in coll. with C. Balagué)

Social Commerce: A Contingency Framework for Assessing Marketing Potential

Journal of Interactive Marketing, novembre 2013, vol. 27, n° 4, pp 311-323, (in coll. with M. S. YADAV, T. HENNIG-THURAU, D. L. HOFFMAN, M. SPANN)

Ouvrages

La inteligencia situacional en la formación de adultos

Octaedro Editorial (in coll. with M. FIOL, M. PLANELLAS, C. SERRANO-ARCHIMI, G. AMADO-FISCHGRUND )

Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship

Erasmus Research Institute of Management (ERIM)

Chapitres d'ouvrages

Ritual Transformation During Times of Crisis: Extending and Reducing Disrupted Rituals

Rituals, Consumption, And Marketing, C. Otnes, T. M. Lowrey, Routledge, London, 6

Netnography

Wiley Encyclopedia Of Management, 3Rd Edition, John Wiley & Sons UK, 9 - Marketing

Fashion Blogging

The Routledge Companion To Digital Consumption, R. W. Belk, R. Llamas (eds.), Routledge, New York, 62-71

Better Understanding Construction of the Self : An Investigation of the Materiality of Consumption Experiences in Online Discussion Forums

Research In Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 12 , 287-313

'Pixelize me': Digital Storytelling and the creation of archetypal mythis through explicit and implicit self-brand association in fashion and luxury blogs

Research In Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 12 , 313-332

The War of the eTribes: Online Conflicts and Communal Consumption

Consumer Tribes: Theory, Practice, And Prospects, B. Cova, R. V. Kozinets, A. Shankar (eds.), Elsevier / Butterworth-Heinemann, Burlington, MA, 260-274

Actes de conférence

Transforming Rituals and Rites of Passage During the Covid-19 Pandemic

Game of Roles: Meaningful playing in organizations

To Me or Not to Me: Personal Body as Contested Ownership

Advances in Consumer Research , 2016 , Duluth, MN , 44 (E. FUMAGALLI, Luca M. VISCONTI)

Between Fame and Blame: The Contested Meaning of Personal Branding in the Field Of Journalism

Articles scientifiques

Co‐creative gift systems within digital platforms

Psychology and Marketing, octobre 2024, vol. 41, n° 10, pp 2329-2341, (in coll. with I. CIAMPA)

Why Online Consumption Communities Brutalize

Journal of Consumer Research, décembre 2024, vol. 51, n° 4, (in coll. with O. SIBAI, M. K. LUEDICKE)

Developing Improvisation Skills: The Influence of Individual Orientations

Administrative Science Quarterly, 2021, vol. 66, n° 3, pp 612-658, (in coll. with P. V. Mannucci, D. C. Orazi)

Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation

Journal of the Academy of Marketing Science, 2 décembre 2020, vol. 48, n° 3, pp 422-448, (in coll. with A. BABIC ROSARIO, F. SOTGIU)

Ouvrages

La inteligencia situacional en la formación de adultos

Octaedro Editorial (in coll. with M. FIOL, M. PLANELLAS, C. SERRANO-ARCHIMI, G. AMADO-FISCHGRUND )

Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship

Erasmus Research Institute of Management (ERIM)

Chapitres d'ouvrages

Ritual Transformation During Times of Crisis: Extending and Reducing Disrupted Rituals

Rituals, Consumption, And Marketing, C. Otnes, T. M. Lowrey, Routledge, London, 6

Netnography

Wiley Encyclopedia Of Management, 3Rd Edition, John Wiley & Sons UK, 9 - Marketing

Fashion Blogging

The Routledge Companion To Digital Consumption, R. W. Belk, R. Llamas (eds.), Routledge, New York, 62-71

Better Understanding Construction of the Self : An Investigation of the Materiality of Consumption Experiences in Online Discussion Forums

Research In Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 12 , 287-313

Actes de conférence

Transforming Rituals and Rites of Passage During the Covid-19 Pandemic

Game of Roles: Meaningful playing in organizations

To Me or Not to Me: Personal Body as Contested Ownership

Advances in Consumer Research , 2016 , Duluth, MN , 44 (E. FUMAGALLI, Luca M. VISCONTI)

Between Fame and Blame: The Contested Meaning of Personal Branding in the Field Of Journalism

Formation

  • International Teachers Programme, IMD - Suisse
  • Ph.D. in Marketing Management, Erasmus University, ERIM, RSM - Pays-Bas
  • M.A. in Theater, Film & Television Studies, Universiteit Utrecht - Pays-Bas
  • Exchange Student in Graduate Program, Communication Arts, University of Wisconsin-Madison - Etats-Unis
  • Pre-University Degree, Marnix Gymnasium - Pays-Bas

Nominations académiques

Responsabilités académiques à HEC

  • 2022-2023 Acting Associate Dean of MBA Programs HEC Paris
  • 2022-2023 Vice Dean TRIUM Global Executive MBA HEC-LSE-NYU HEC Paris
  • 2021- Doyenne des Programmes Diplômants HEC Paris
  • 2021- Professeur, Marketing HEC Paris
  • 2018-2021 Doyen Associé, Directeur du Doctorat HEC HEC Paris
  • 2015-2017 Directeur Académique de la Majeure EMBA Leading Digital Transformation HEC Paris
  • 2016- Directeur Académique, Chair KERING HEC Paris
  • 2012-2014 Directeur Académique d'International Teachers Programme HEC Paris
  • 2004-2010 Professeur Assistant HEC Paris

Activités scientifiques

Activités scientifiques

  • 2014- Membre du comité editorial du revue Recherche et Application en Marketing

    • Prix ​​& honneurs

    • 2021 Finalist Weitz-Winer-O'Dell Award - American Marketing Association
    • 2017 Prix Article Professeur de la Fondation HEC pour « The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors »
    • 2014 Academy of Management Best Paper Award pour l'article “Between Fame and Blame: The Contested Meaning of Personal Branding in the Field of Journalism”
    • 2013 Citations of Excellence Award pour l'article “Virtual Communities: A Marketing Perspective”, Decision Support Systems (2009).
    • 2010 Prix Article Professeur de la Fondation HEC pour l'article "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities", Journal of Marketing
    • 2009 2009 ACR Film Festival Juror's Prize Award Best Consumer Research Videography for "Brothers in Paint"