EXPERIENCES AT KEDGE BUSINESS SCHOOL

Maud DERBAIX Professor Kedge Business School 680, cours de la Libération 33405 Talence Cedex ' PROFESSIONAL +33 5 56 84 63 33 maud.derbaix@kedgebs.com EDUCATION May 2008 PhD in Economics and Business Dissertation Title: Consumers Valuing Processes for the Performing Arts: Concepts, Dimensions and Relations Supervisors: Pr. A. Decrop and Pr. P. Zidda Jury : Pr. F.Colbert, Pr. P.Desmet and Pr. M.Filser Fall 2005 Visiting PhD Student at HEC Montreal (Chaire en Gestion des Arts, Pr. François Colbert) 2001-2008 Research Assistant University of Namur (Belgium), Department of Business Administration, CeRCLe (Center for Research on Consumption and Leisure) Fall 2000 Visiting Student at the Stockholm School of Economics (Erasmus Program) 1996-2001 Master s Degree in Business Engineering, Catholic University of Louvain Master Thesis Title: Analyse typologique des ciné-spectateurs et de leurs attitudes et réactions envers la publicité dans les salles de cinéma EXPERIENCES AT KEDGE BUSINESS SCHOOL Courses taught 2012 - Consumer Behaviour, PGE 2010 - Modules conjoints ENSCBP & B-A, PGE 2009 - Operational Marketing, EBP (International Program) 2009 - Parcours Industries Créatives (Arts Marketing), PGE 2009-2016 Qualitative Research in Marketing, PGE & EBP (International Program) 2009-2016 Marketing in Context (Arts & Luxury, Music & Sport), PGE

2 Maud DERBAIX Research Activities Consumer Behaviour Marketing the Arts Fan Studies Valuing Process and Pricing Issues (in the Arts Field) Qualitative Research Advising Students, Directing Projects and Admission Juries 2009 Directing 15-20 students theses/year (PGE, MSC) Advising 5-6 students for their internships (EBP)/year 10 Admission juries/year Other Academic Activities (Program Committees, Links with the Business Community and Institutions of Higher Learning) 2010 - Reviewer for Recherche et Applications en Marketing, Décisions Marketing, Journal of Services Marketing, Mondes du Tourisme, Revue Internationale de Cas en Gestion (HEC Montréal) 2010-2016 Responsible of the theses' file for l'association Française du Marketing (AFM) OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH Positions held Sept 2008- Aug 2009 Assistant Professor IESEG School of Management (Lille) Courses taught 2008-2009 Consumer Behaviour Qualitative Research Marketing Research seminar EXTERNAL/INTERNAL RESEARCH GRANTS 2005 Travel Grant received from the French Community of Belgium 2003 Prize awarded by the National Bank of Belgium for the first version of my research project «Few Treasures come cheap? Pricing Assessment in the Cutural Domain» PUBLICATIONS Chapters in Books 1. Derbaix M. et Derbaix A. (2015), Introduction à «De l intérêt de comprendre l enfant-consommateur», dans Les Réactions Affectives du Consommateur, livre coordonné par I.Poncin et J-L Herrmann, Presses Universitaires de Louvain, pages 75-76.

Maud DERBAIX 3 2. Derbaix M. (2010), Valeur et comportement de consommation culturelle, in I.Assassi, D.Bourgeon et M.Filser (Ed), Les recherches en marketing des activités culturelles, Paris : Vuibert. 3. Zidda P., Decrop A. and Derbaix M. (2005), La fixation des prix d accès aux musées, in J- M Tobelem (Ed.), La culture mise à prix, Paris : L Harmattan, pp.19-49. Articles published in refereed journals 1. Hota M. and Derbaix M.(2016), "A Real Child in a Virtual World: Exploring whether Children s Participation in MMORPGS Transform them into Virtual Shoppers", International Journal of Retail and Distribution Management, vol.44, issue 11. 2. Derbaix M. and Gombault A. (2016), "Selling the Invisible to Create an Authentic Experience: Imagination at Work at Cézanne s Studio", Journal of Marketing Management, vol.32, issue 15-16. 3. Derbaix M., Derbaix C., Kindt M., Korchia M. and Luna Fernandez M. (2016), "Transmissions culturelles entre parents et enfants : Le cas des goûts musicaux", Revue Management & Avenir, n 87, Août-Septembre. 4. Decrop A. and Derbaix M. (2014), "Artist-related Determinants of Music Concert Prices", Psychology & Marketing, vol.31, issue 8. 5. Derbaix M. and Derbaix C. (2010), "Les tournées du souvenir: Des générations en quête d'authenticité?", Recherche et Applications en Marketing, vol. 25, n 3. Paper selected by AFM to be presented at the «World Marketing Congress» of the Academy of Marketing Science (AMS) in order to illustrate the French academic marketing research, Reims, 21 st of July 2011. 6. Derbaix M., Leheut E., Derbaix C., and Stenmans G. (2010), Gratuité, valeur perçue et consentement à payer : une application aux matchs de l équipe nationale belge de basketball, Décisions Marketing, n 59. 7. Derbaix M. and Decrop A. (2007), In Quest of Authenticity for the Performing Arts: A Foolish Quest?, in G. Fitzsimons and V. Morwitz (eds), Orlando, Advances in Consumer Research, vol. 34. Articles published in other journals or magazines 1. Gombault A. and Derbaix M. (2011), Stratégie et marketing du futur centre culturel et touristique du vin de Bordeaux. Entretien avec les managers du projet, Vin, vignoble et tourisme, coll. Cahier Espaces, n 111, éd. Espaces 2. Gombault A. (coord.), Livat-Pecheux F., Derbaix M., Agard J.Y, Hagoort G. & al. (2010) "Industries créatives : le grand champ culturel", Journal Sud-Ouest, Sud-Ouest Eco (Le cahier du management), n 3

4 Maud DERBAIX Communications published in conference proceedings 1. Bourgeon-Renault D., Derbaix M., Jarrier, E. et Petr C. (2016), Transmédia Experience and Narrative Transportation, Arts, Cultural and Creative Industries Symposium (International Marketing Trends Conference), Turin, 23-24 September. 2. Bourgeon-Renault D., Derbaix M., Jarrier, E. et Petr C. (2016), Transmédia et Expérience de consommation, 2ème Journée de Recherche en Marketing du Grand Est, Reims, 1er Avril. 3. Derbaix M. and Gombault A. (2015), "Selling the Invisible to Create an Authentic Experience : Imagination at Work in Cézanne s Studio", Proceeding of the AIMAC Conference (Aix-en-Provence and Marseille, June-July). 4. Derbaix C., Derbaix M., Kindt M., Korchia M. et Luna Fernandez M. (2014), "Toute la musique que j aime elle vient de là elle vient de mes parents?", Proceedings of the 30 ème Congrès de l Association Française du Marketing (Montpellier, France, May) 5. Derbaix M. and Korchia K. (2013), Je t'aime... moi non plus: Exploring fan-idol relationships in the field of music, Proceedings of the 42 th Conference of the European Marketing Academy (Istanbul, 4-7 June) 6. Derbaix M. and Derbaix C. (2011), "Generational Concerts: In Quest of Authenticity?", «World Marketing Congress» of the Academy of Marketing Science (Reims, 2011) 7. Derbaix M. and Korchia M. (2011), "Je t'aime moi non plus: Une étude exploratoire du comportement des fans dans le domaine de la musique", Videography, Proceedings of the 27 ème Congrès de l Association Française du Marketing (Brussel, Belgium, May) 8. Derbaix M. and Decrop A. (2009), How much is my idol worth? Artist-related determinants of price for popular music concerts, Proceedings of the 38 th Conference of the European Marketing Academy (Nantes, 26-29 May) 9. Derbaix M. and Decrop A. (2008), L expérience de spectacles vivants : Eveil socioémotionnel et rites de passage, Proceedings of the 7 èmes Journées Normandes de Recherches sur la Consommation (Rouen, 27-28 March) 10. Derbaix M., Decrop A. and Zidda P. (2006), Let s talk about Price! Behind Price Insensitivity for the Performing Arts, Proceedings of the 35 th Conference of the European Marketing Academy (Athens, 23-26 May) 11. Derbaix M. and Decrop A. (2005), Live is Life or Experiencing Performing Arts: Stressing the Role of Social Dimensions, Proceedings of the 34 th Conference of the European Marketing Academy (Milan, 24-27 May) 12. Derbaix M. (2005), Few Treasures come cheap? Pricing Assessment in the Cutural Field, Proceedings of the Colloque Doctoral de l Association Française du Marketing (Nancy, 17-18 May) 13. Derbaix M., Sinigaglia N. and Zidda P. (2003), Le consentement à payer: Etude de ses déterminants dans le domaine des soins de santé à domicile, Proceedings of the 19 ème Congrès de l Association Française du Marketing (Gammarth, Tunisia, May) 14. Derbaix M. (2003), Few Treasures come cheap? Pricing Assessment in the Cutural Field, Proceedings of the 8 ème Journées de Recherche en Marketing de Bourgogne, Université de Bourgogne, Dijon, November, (first draft of my thesis proposal)

Maud DERBAIX 5 15. Zidda P., Sinigaglia N. and Derbaix M. (2002), Estimating Customers Willingness-to- Pay by means of a Probabilistic Elicitation Method: The case of Home Nursing, Proceedings of the Marketing Science Conference (INFORMS) (Edmonton, Alberta, Canada, June) Other Publications 1. Hota M. et Derbaix M. (2014), "A real child in a virtual world: children s motives for participating in virtual gaming communities", Working paper, IESEG School of Management, Juin, 47 p. 2. Derbaix C., Derbaix M., Kindt M., Korchia M. et Luna Fernandez M. (2013), "Toute la musique que j aime elle vient de là elle vient de mes parents?", Working paper, Louvain School of Management Research Institute, 29, Décembre, 21 p OTHER PERSONAL INFORMATION Languages Spoken, written and read: French (mother tongue), English (fluent), Dutch (reading) Hobbies Running, tennis, music, cinema and voluntary work