Laure Ambroise is full professor at Jean Monnet University in St Etienne, Dean of the IAE Saint-Étienne School of Management, and member of the Coactis research laboratory.

After an initial professional experience at Accenture in consulting, where she supported large companies in their organizational transformation, Laure Ambroise completed a PhD and later obtained her habilitation to supervise research, with the aim of pursuing an academic career in marketing.

Her research focuses on the concept of relationships across several context of study (the consumer/customer, the brand, and the organization) and is structured around two main themes: consumer–brand relationships and their implications for brand management, particularly through the concept of brand personality; and the management of relationships within organizations, especially customer relationship management in SMEs and the management of relationships between strategic partners.

laure.ambroise@univ-st-etienne.fr

https://www.linkedin.com/in/laure-ambroise-6ba41398/

  • What have been your journey leading you to RULE?

I have been teaching at RULE since 2020, as part of a partnership with the University of Lyon 2.

  • Can you describe how the course(s) you teach are relevant in the current context?

My course in strategic marketing is highly relevant in today’s rapidly evolving business environment. It equips students with the tools to define a clear and compelling value proposition, which is essential in increasingly competitive and uncertain markets. The course also helps them identify key growth levers by analyzing customer needs, market dynamics, and competitive positioning. These skills are critical for organizations seeking to adapt, innovate, and create sustainable value in the current context.

  • Can you tell us about your experience as a teacher for an international program in Cambodia?

What I particularly value in my teaching in an international program is the opportunity to share concrete, real-world examples with students, and to adapt these examples to different cultural contexts. This approach helps make the concepts more tangible and meaningful, while also encouraging engaging discussions. It is especially rewarding to see how students from diverse backgrounds interpret and apply strategic marketing concepts in ways that reflect their own environments.

  • What do you like the most in teaching at RULE?

What I enjoy most about teaching at RULE is the curiosity and enthusiasm of the students. They are genuinely eager to discover and understand different business environments, companies, and brands. This strong interest creates a very dynamic and engaging learning atmosphere, where discussions are lively and students are motivated to explore new ideas and perspectives.

  • Do you have any recommendations for future students and graduates?

My main advice to future graduates is to stay open-minded, curious, and innovative. In a constantly changing environment, these qualities are essential to adapt, learn continuously, and identify new opportunities. Being willing to explore different perspectives and think creatively will be key to building a successful and meaningful career.

Pasquier, P., Galluzzo, A., & Ambroise, L. (2026). Vers une liminalité permanente valorisée : une transformation identitaire durable par la consommation de médecines non conventionnelles. Recherche et Applications en Marketing (French Edition).

Ambroise, L., Andriuzzi, A., Fleck, N. & Prim-Allaz, I., (2024), Pratiques différentes, pratiques innovantes : que dit le marketing des PME ?,Revue Internationale des PME, 37, 7-12 (Edito) [3 ; A].

Pasquier P, Galluzzo, A. & Ambroise, L. (2024), Comprendre l’autonomisation de l’acteur de santé responsable : ethnographie de la consommation de médecines non conventionnelles, Gérer & Comprendre, 2024, 20-30 [4 ; C].

Ambroise, L. &. Prim-Allaz, I. (2024), Gestion de Relation Client et performance des PME, Décision Marketing, (2015), 77, 13-30 [3 ; B]. – Numéro spécial en reprenant 9 articles emblématiques de la revue pour les 40 ans de l’AFM

Ambroise, L., Prim-Allaz, I.& Séville, M. (2020), Le rôle des motivations altruistes et des normes personnelles, sociales et morales dans l’engagement des donneurs de sang, Décision Marketing, 100, 33-52 [3 ; B].

Ambroise, L., Bérard, C. & Prim-Allaz, I. (2020), Performance implications of exploration and exploitation in SMEs: The mediating role of interaction orientation, Industrial Marketing Management, 35(12), 1971-1981 [3 ; B].

Ambroise, L. & Albert, N. (2020), L’endossement par les célébrités : clarifications conceptuelles, synthèse critique et perspectives de recherche, Recherche et Applications en Marketing, 35(2), 100-125 [2 ; A].

Ambroise, L., Fleck, N., & Mathews, C. (2018), La coopétition, une nouvelle approche stratégique pour mieux gérer les relations entre PME et distributeurs, Décisions Marketing, 92 (sept.-déc.), 31-51 [3 ; B].

Ambroise, L., Prim-Allaz, I., & Teyssier, C. (2018), Financial performance of servitized manufacturing firms: A configuration issue between servitization strategies and customer-oriented organizational design, Industrial Marketing Management, 71, 54-68 [2 ; A]

Ambroise, L., Prim-Allaz, I., Teyssier, C., & Peillon, S. (2018), Servitization in manufacturing SMEs and performance: an environmental contingency, Journal of Service Management, 29(2), 301-328 [3 ; C ; Impact factor-2.233]

Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?. Journal of Business Research, 81, 96-106. [2 ; A]

Ambroise, L. &. Prim-Allaz, I. (2015), Gestion de Relation Client et performance des PME, Décision Marketing, 77, 13-30 [3 ; B].

Ambroise, L., Bérard, C., Prim-Allaz, I. & Séville, M. (2015), Proposition d’un modèle relationnel de l’intention de donner son sang : les effets de l’empowerment psychologique et de l’engagement, Journal de Gestion et d’Economie Médicales, 33 (1), 23-44 [4 ; C].

Claveau, N., Séville, M., Prim-Allaz, I. & Ambroise, L. (2014), Les logiques de développement des entreprises de taille intermédiaire – Une approche par leurs Business Models, Revue Française de Gestion, 7/244, 111-132 [3 ; B].

Ambroise, L., Albert, N., Pantin-Sohier, G. & Valette-Florence, P. (2014), From endorsement to celebrity co-branding: personality transfer, Journal of Brand Management, 21, 273-285 [4 ; C].

Ambroise, L., Maque, I. & Prim-Allaz, I. (2013), Gestion des relations banques-PME : les apports de la théorie du contrat social, Revue Internationale des PME, 26 (2), 37-58 [3 ; B].

Ambroise, L. & Valette-Florence, P. (2010), Métaphore de la personnalité de la marque et stabilité inter-produits d’un baromètre spécifique, Recherche et Applications en Marketing, 5 (2), 3-29 [2 ; A].

Ambroise, L., Brignier, J.M. & Matthews-Lefebvre, C. (2010), Les motivations cachées des consommateurs de marques d’enseigne : et si on parlait d’autre chose que du rapport qualité-prix ?, Revue Française de Marketing, 227 (2/5), 45-62 [4 ; C].

Ambroise, L. (2006), La personnalité des marques : une contribution réelle à leur gestion ?, Revue Française de Marketing, 207 (2/5), 25-41 [4 ; C].