RESEARCH INTERESTS Marketing in arts & culture, Marketing in tourism & leisure, Marketing and Strategy within the wine industry

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1 Dr. Sandra PAINBENI PERSONAL DETAILS Status: Professor of Marketing Appointment: Full Time Origin: French Year joined: 2011 Phone: +33 (0) (standard) RESEARCH INTERESTS Marketing in arts & culture, Marketing in tourism & leisure, Marketing and Strategy within the wine industry TEACHING Courses in Marketing Strategy, Consumer Behaviour, Advertising and Media, Management in cultural goods at Masters level AFFILIATIONS AND MEMBERSHIPS French Association for Marketing (AFM) Member of the French Club dedicated to Culture and Management (CCM) Member of the Alumni Association from Sciences Po Paris REVIEW ACTIVITIES (selection) French Association for Marketing Annual Conference (AFM, 2011), Management in Tourism Conference (JMT, 2011), Décisions Marketing (Special Issue - Marketing in Arts and Culture, December 2010), Information Management Association Annual Conference (AIM, 2010), E- Commerce and Internet Governance Annual Conference (ECIG, 2009) ACADEMIC EXPERIENCE Since 09/2011 Professor of Marketing, European Business School (EBS), Paris Professor of Marketing, Groupe Sup de Co La Rochelle Professor of Marketing, Ecole Supérieure du Commerce Extérieur (ESCE), Paris- La Défense Lecturer of Marketing, Institut Supérieur Européen de Gestion (ISEG), Paris Teaching in other business schools (ESG, IDRAC Paris) and at Paris Dauphine

2 PROFESSIONAL EXPERIENCE Since 2001 Consultant in Marketing Specialized in qualitative studies (B to B and B to C) Benchmark, in-store observation, pre-tests and post-tests (new product, line of products, packaging, brand positioning, etc.) Semi-structured interviews and focus groups with consumers and experts Content analysis, writing of the final report and presentation to clients Main references : Food : Amora-Maille, Bordeau Chesnel, Coca-Cola, Danone, Elle & Vire, Fauchon, Kraft Foods, Lactalis Dinnerware : Christofle Culture : J ai Lu, Ministère de la Culture, Musée du Louvre, Orpheus Production Distribution : La Redoute Beauty : Chanel, L Oréal Games : La Française des Jeux, Papeterie Sill High-technology : Orange, Tiscali Industry : Michelin, Peugeot Media : NRJ Group Services : ADP-GSI Tobacco : Philip Morris EDUCATION AND QUALIFICATIONS 2012 Qualification for lecturing in Management Sciences by the National Council of Universities (CNU, 06 section, France) Doctorate (Ph.D) in Management Sciences, Paris Dauphine 2000 Research Masters Degree (M.A.) in Marketing and Strategy, Paris Dauphine Diploma of Sciences Po Paris 1997 Masters Degree (M.A.) in Languages (English and Spanish), Paris Nanterre ADDITIONAL Languages: French native speaker, fluent in English. Everyday competence in Spanish and notions in Italian INTELLECTUAL CONTRIBUTIONS Articles in scientific journals (blind peer review) (2) Thomas L.C./Painbéni S./Barton H. (2013) Entrepreneurial marketing within the French wine industry. International Journal of Entrepreneurial Behaviour & Research, 19 (2),

3 (1) Barton, L./Painbéni, S./Barton, H. (2012) Small firms crafting growth niches in the French Wine Industry: The role of entrepreneurial marketing. International Journal of Entrepreneurship and Innovation, 13 (3), Articles in practitioner journals (4) Painbéni, S. (2012) ) VINISUD Asia : les vins de la Méditerranée à la conquête de la Chine. Marketing Chine. a-la-conquete-de-la-chine (3) Painbéni, S. (2011) Les collections "jeunes adultes" : un véritable segment de marché, et non une fantaisie d éditeurs, Lecture Jeune, mars, 137, (2) Painbéni, S. (2006) "Chercher au coeur" d Amazon, Futuribles, octobre, 323, (1) Painbéni, S. (coll.) (2003) Former au marketing et innover, Marketing Magazine, décembre, supplément, 82, Book chapters (3) Painbéni, S. (2014). Les femmes dans le paysage viticole français : de l'ombre à la lumière. In: Lalbat, M. (ed.) Les femmes et le vin. Kawa: Paris, (2) Painbéni, S. (2014). Le marketing du vin pour les femmes: #cequivavraimentsaoulerles françaises. In: Lalbat, M. (ed.) Les femmes et le vin. Kawa: Paris, (1) Painbéni, S. (2014). Entretien avec Marie-Dominique Bradford, fondatrice-dirigeante de TroisFoisVin.com. In: Lalbat, M. (ed.) Les femmes et le vin. Kawa: Paris, Books and edited volumes (2) Painbéni, S. (2014) La Chine aime les Vins de France Kawa: Paris. (1) Painbéni, S. (coll.) (2010) Bien manger à petits prix en Charente-Maritime, Chambre d agriculture de Charente-Maritime. Working papers (2) Painbéni, S. (2013) Thinking Global in the Cultural Industry: How far is the business model of the US Film Industry applicable in the French Book Industry? Cahiers du CEREN, Working Papers 43, Numéro Spécial Culture, Groupe ESC Dijon, (1) Painbéni, S. (2009) La publication du roman Les Bienveillantes de Jonathan Littell : un événement littéraire mondial. Cahiers de recherche de l ESCE, avril, 12. Conference papers (13) Painbéni S. (2013) "Thinking Global" in the Cultural Industry: How far is the business model of the US Film industry applicable in the French Book Industry? 12th International Conference on Arts & Cultural Management (AIMAC), June 26-29, Bogota. (12) Painbéni S./Thomas L.C. (2013) Les stratégies des PME dans l'industrie du vin face aux mutations de l'environnement mondial : le cas du "petit Fauchon du vin". 3ème conférence annuelle Atlas/AFMI, Association Francophone du Management International, 8-9 juillet, HEC Montréal, Montréal. (11) Painbéni S. (2013) Marketing Practices within the French Book Industry: The Case of a Persistent Conflict between Arts&Management. 11th ESA (European Sociological Association) Conference, August 28-31, Torino.

4 (10) Painbéni S. (2012) The role of Cultural Capital in the purchase behaviour of literature: application of Bourdieu's Theory among French Consumers, 7th Conference of the European Research Network Sociology of the Arts, Vienna, September 5-8. (9) Painbéni S. (2012) Networked Culture within the French Publishing Industry: still mainly IRL regarding book recommendations. Paper presented at the 20th ENCATC Annual Conference on" Networked Culture", September 12-14, London (UK). (8) Painbéni S. (2012) The role of Cultural Capital in the purchase behaviour of literature: application of Bourdieu's theory among french consumers. 7th Conference of the European Research Network Sociology of the Arts, Vienna, September 5-8. (7) Painbéni S. (2011) How can novel publishers access the potentially profitable "young adults" market in France? An assessment of the main methods recommended by publishing professionals and consumers. Paper presented at the 19th ENCATC Annual Conference on Culture Forecast, Helsinki. (6) Barton, L./Painbéni, S./Barton, H. (2011) Crafting growth niches in mature industries through entrepreneurial marketing : a case study of a small independent winery of the Côtes du Rhône. Paper presented at the 9 th Rural Entrepreneurship Conference, Nottingham. (5) Painbéni, S. (2011), Les prix littéraires français font-ils vendre des romans? Le rôle prescripteur de ces labels d après les professionnels de l édition et les consommateurs. Paper presented at the 11 th International Conference on Arts and Cultural Management (AIMAC), Antwerp. (4) Barton, L./Painbéni, S./Barton, H. (2011) Crafting growth niches in mature industries through entrepreneurial marketing : a case study of a small independent winery of the Côtes du Rhône. Paper presented at the 11 th European Academy of Management (EURAM) Annual Conference, Tallinn. (3) Painbéni, S. (2010) La télévision fait-elle encore vendre des romans? Le rôle prescripteur des programmes littéraires (ou culturels) post-"apostrophes". Communication présentée aux 15 èmes Journées de Recherche en Marketing de Bourgogne (JRMB) Marketing des activités culturelles, du tourisme et des loisirs, Dijon. (2) Painbéni, S./Vo Thanh, T. (2010) Les Francofolies : quels supports de communication et canaux de distribution privilégier pour vendre un billet? Communication présentée à la 3 ème édition du Colloque Les Rendez-vous Champlain sur le Tourisme, Angers. (1) Painbéni, S. (2009) L impact de la prescription littéraire dans le processus de décision d achat d un roman. Communication présentée aux 14 èmes Journées de Recherche en Marketing de Bourgogne (JRMB) Marketing des activités culturelles, du tourisme et des loisirs, Dijon. Professional conferences (3) Painbéni, S. (2012) Le rôle de la prescription littéraire dans le processus de décision d achat de romans : regards croisés entre professionnels du livre et jeunes adultes. Intervention pour l'association Lecture Jeunesse, formation sur "Les romans pour jeunes adultes / young adults : quelles passerelles de la littérature pour adolescents à la littérature générale?, Paris. (2) Painbéni, S. (2011) Le rôle de la prescription littéraire dans le processus de décision d achat de romans : regards croisés entre professionnels du livre et jeunes adultes. Intervention à la Journée des Documentalistes de la Charente-Maritime, CDDP17, La Rochelle (1) Painbéni, S. (2010) Les bonnes pratiques RSE dans le secteur culturel. Intervention au Festiv Pro, 1 er salon professionnel du spectacle vivant, La Rochelle.

5 Media (1) Painbeni, S. (2012) Citation in Raynal A. «Toujours plus de stars qui font la publicité», Le Figaro, 15 juin.