Alexandre SCHWOB
Enseignant-Chercheur - Professeur Associé
-
Pôle
Département académique Marketing -
Domaines d'enseignement
Introduction au Marketing, Études de Marché, Comportement du Consommateur, Marketing International, Marketing des Services, Marketing Stratégique, Marketing Digital, Gestion de la Relation Clients -
Campus
La Rochelle -
Langue(s) parlée(s)
Français, Anglais -
Domaines de recherche
Transformation Digitale et Impacts sur les Individus, les Organisations et la Société, Culture de Consommation sous l'emprise des technologies et du marché.
Biographie
Titulaire d’un Doctorat en marketing obtenu en 2011 suite à des études au programme doctoral d’HEC Paris, Dr Alexandre Schwob connaitra deux expériences professionnelles à l’international avant de rejoindre Excelia Business School en tant que Professeur Associé en 2019 ; d’abord en Finlande à Aalto University (Helsinki), puis en Ecosse à Abertay University (Dundee), où il a notamment dirigé un programme de Bachelor en Marketing et Business. Il affectionne particulièrement le marketing en raison du dynamisme de ses pratiques et de la capacité de la discipline à éclairer plus ou moins directement la compréhension des changements sociaux et sociétaux.
Ses travaux de recherche décryptent les manières dont les technologies de l’information et de la communication transforment les individus et la société, l'objectif étant de contribuer à revisiter la compréhension de phénomènes très largement abordés dans la littérature, que ceux-ci soient du côté de l’individu consommateur ou de l’employé (compréhension des enjeux identitaires, des enjeux de résilience ou de résistance…) ou encore de l’organisation (via des pratiques telles qu’elles se manifestent dans commerce de détail, le travail de la marque ou encore la recherche de la qualité de vie au travail…). Avec ses étudiants, par-delà la transmission de compétences utiles aux futurs managers (en termes de savoir, savoir-faire et savoir-être), Dr Schwob cherche à transmettre son enthousiasme à se mettre en capacité de comprendre sans cesse mieux le monde dans lequel nous vivons, et de pouvoir agir sur lui avec sagesse et sagacité.
2011
Doctorat en Sciences de gestion (discipline Marketing), HEC, France
2006
Master Recherche en Marketing et Stratégie, Université Paris-Dauphine
2002
Grande Ecole CGE, Audencia Business School, France
2023-2024
Responsable de l'Axe Tourisme, Excelia, La Rochelle, France
2019-2023
Directeur Adjoint, Pôle Marketing, Excelia, La Rochelle, France
2019
Enseignant-Chercheur - Professeur Associé, Excelia, La Rochelle, France
2017-2018
Leader du programme BA (Hons) Marketing and Business, Abertay University, Dundee, Scotland, , Royaume-Uni
2015-2018
Lecturer in Marketing, Abertay University, Dundee, Scotland, , Royaume-Uni
2011-2015
Professeur assistant en Marketing, Aalto University, Helsinki, , Finlande
Articles
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2026). Dynamic personal privacy norms in hospitality: Learning from digital visibility and bystanders’ reactance in livestreamed restaurants. Journal of Hospitality and Tourism Management.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA , E. (2024). SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm. Journal of Retailing and Consumer Services.
SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., SIM, Y. S. (2024). Understanding and harnessing the potential of front-line employees’ self-governance in technologised museums and theme parks: insights from a qualitative study. Museum Management and Curatorship, 39 (4), 433-456. doi:10.1080/09647775.2022.2111334.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA, E. (2024). SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm. Journal of Retailing and Consumer Services, 76, 103589. doi:10.1016/j.jretconser.2023.103589.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., LEPAIH, V. (2024). Consumers’ perceived value of Social IoT based online community: investigating social awareness processes surrounding smart kitchen robot appliances. Behavior and Information Technology, 43 (13), 3071-3090. doi:10.1080/0144929X.2023.2270713.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., KEMARI, S. (2024). Food choice and the epistemic value of the consumption of recommender systems: the case of Yuka’s perceived value in France. Behavior and Information Technology, 43 (7), 1381-1400. doi:10.1080/0144929X.2023.2212088.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., KEMARI, S. (2023). Food choice and the epistemic value of the consumption of recommender systems: the case of Yuka’s perceived value in France. Behaviour and Information Technology.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., LEPAIH, V. (2023). Consumers’ perceived value of Social IoT based online community: investigating social awareness processes surrounding smart kitchen robot appliances. Behaviour and Information Technology.
SCHWOB, A., JOUAN DE KERVENOAEL, R., KIROVA, V., VO-THANH, T. (2023). Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms.. Information Technology & People, 36 (2), pp. 940-965.
SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., VO-THANH, T. (2022). Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms. Information Technology and People. doi:10.1108/ITP-09-2020-0635.
SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., SIM, Y. S. (2022). Understanding and Harnessing the potential of front-line employees' self-governance in technologised museums and theme parks: insights from a qualitative study. Museum Management and Curatorship.
DE KERVENOAEL, R., SCHWOB, A., CHANDRA, C. (2020). E-retailers and the engagement of delivery workers in urban last-mile delivery for sustainable logistics value creation. leveraging legitimate concerns under time-based marketing promise. Journal of Retailing and Consumer Services, 54. doi:https://doi.org/10.1016/j.jretconser.2019.102016.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., GOH, E. (2020). Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots. Tourism Management, 78. doi:https://doi.org/10.1016/j.tourman.2019.104042.
DE KERVENOAEL, R., SCHWOB, A., MANSON, I. T., RATANA, C. (2020). Business-to-business and self-governance practice in the digital knowledge economy: learning from pharmaceutical e-detailing in Thailand. Asian Business & Management. doi:10.1057/s41291-020-00141-z.
KERVENOAEL, R., SCHWOB, A., HASAN, R., TING, Y. S. (2020). Consumers' perceived value of healthier eating: A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore. Journal of Consumer Behaviour. doi:10.1002/cb.1884.
SCHWOB, A., AVRAMENKO, A., BRODIE, A., ARROTEIA, N. (2020). Technologized Situated Partnering Practice: Leveraging Interobjective Representations of Technology in Use and Its Transformative Effects in Business Education. Journal of International Business Education, ONLINE.
JOUAN DE KERVENOAEL, R., HASAN, R., SCHWOB, A., GOH, E. (2020). Leveraging Human-Robot Interaction in Hospitality Services: Incorporating the Role of Perceived Value, Empathy, and Information Sharing into Visitors' Intentions to Use Social Robots. Tourism Management, 78. doi:10.1016/j.tourman.2019.104042.
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., TING, Y. S. (2020). Consumers' perceived value of healthier eating: A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore.. Journal of Consumer Behaviour, 20 (3), 550-563. doi:10.1002/cb.1884.
JOUAN DE KERVENOAEL, R., SCHWOB, A., MANSON, I. T., RATANA, C. (2020). Business-to-business and self-governance practice in the digital knowledge economy: learning from pharmaceutical e-detailing in Thailand. Asian Business & Management, 21 (4), 598-622. doi:10.1057/s41291-020-00141-z.
JOUAN DE KERVENOAEL, R., SCHWOB, A., CHANDRA, C. (2020). E-retailers and the engagement of delivery workers in urban last-mile delivery for sustainable logistics value creation: Leveraging legitimate concerns under time-based marketing promise.. Journal of Retailing and Consumer Services, 54. doi:10.1016/j.jretconser.2019.102016.
DE KERVENOAEL, R., D.BAJDE, A.SCHWOB, "Liquid Retail: Cultural Perspectives on Marketplace Transformation", Consumption, Markets& Culture, 2018, vol. 21, no. 5, pp. 417-422
DE KERVENOAEL, R., A.SCHWOB, M.PALMER, G.SIMMONS, "Smartphone Chronic Gaming Consumption and Positive Coping Practice", Information Technology and People, 2017, vol. 30, no. 2, pp. 503-519
Chapitres d'ouvrage
PELET, J.-E., ETTIS, S., HAMMAMI, S., SCHWOB, A. (2016). Social Networks and Online Advertising: Should Companies Promote Their Brand Fan Page or Their Brand Website. dans Mark D. Groza, Charles B. Ragland (Eds.), Marketing Challenges in a Turbulent Business Environment (pp. 549-562). Springer.
SCHWOB, A. (2013). Comprendre la Construction du Soi en Ligne dans sa Complexité par une Approche “Consommation” : l’application de la matérialité de Miller aux expériences des forums de la communauté Jeuxvideo.com. dans Alexandre Coutant et Thomas Stenger (Ed.), Identités Numériques. L'Harmattan.
SCHWOB, A., TOYOKI, S., HIETANEN, J., JOHNSEN, R. (2013). Bringing the Body Back into the Study of Time in Consumer Research. (pp. 227-244). Research in Consumer Behavior.
Actes d'une conférence
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2025). Dynamic personal privacy norms in service retail: Insights from digital visibility and bystanders’ reactance. Colloquium on European Research in Retailing (CERR).
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currency. 40ème congrès international de l'Association Française du Marketing.
KIROVA, V., DE KERVENOAEL, R., SCHWOB, A. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currencies. ACR Conference.
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA , E. (2023). SIoT robots and the enhancement of customer experiences in retail: unpacking the drivers of repeat purchase intention. International Research Meeting in Business and Management.
KIROVA, V., DESSAIGNE, E., DE KERVENOAEL, R., SCHWOB, A. (2023). Legitimation work in B2B procurement: Analysing market shaping strategies towards sustainable energy purchasing. IMP Conference. IMP Group 35th annual conference.
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., LEPAIH, V. (2022). ). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. Recent Advances in Retailing and Consumer Services Science.
Communications dans une conférence sans acte
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2025). Dynamic personal privacy norms in service retail: Insights from digital visibility and bystanders’ reactance. Colloquium on European Research in Retailing. Jonkoping:
JOUAN DE KERVENOAEL, R., KIROVA, V., SCHWOB, A. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currency.. 40ème Congrès International de l’afm. Paris:
JOUAN DE KERVENOAEL, R., KIROVA, V., SCHWOB, A. (2024). Symbolic territorialisation work: Consumers and the legitimacy of local complementary currencies.. ACR ANNUAL CONFERENCE. Paris:
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R. (2023). SIoT robots and the enhancement of customer experiences in retail: unpacking the drivers of repeat purchase intention.. 12th International Reserach Meeting in Business & Management IRMBAM. Nice:
DESSAIGNE, E., JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2023). Legitimation work in B2B procurement: Analysing market shaping strategies towards sustainable energy purchasing.. Industrial Marketing and Purchasing IMP2023 Conference. Manchester:
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., LEPAIH, V. (2022). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. 28th Recent Advances in Retailing and Consumer Science Conference. Baveno:
SCHWOB, A. (2022). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. 28th International Conference on Recent Advances in Retailing and Consumer Science, Baveno, Italy.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., MILLET, T. (2019). Seniors and Their small shops: Acknowledging the importance of perceived value and interpersonal factors as antecedents of contactless payment intention. EURAM.
SCHWOB, A., DE KERVENOAEL, R., PALMER, M. (2019). Authenticity work and brand custodians: leveraging interobjective representations for digital advertising. 10th International Research Meeting in Business and Management (IRMBAM).
SCHWOB, A., R.DE KERVENOAEL, Y. S.SIM, "Technologization for Quality-of-Life Marketing: B2C Partnering Practice in Museums" dans 3rd International Conference on Marketing, Strategy and Policy, 2018, London, Royaume-Uni
DE KERVENOAEL, R., I.TORAL, A.SCHWOB, "Salesforce Social Media Engagement in B2B and Positive Coping: Towards Gig Economy" dans Academy of Marketing, SIG Symposium, May, 2017, London, Royaume-Uni
DE KERVENOAEL, R., SCHWOB, A., CHATLADA, R., TOTAL, I. (2016). An Exploration of Employees’ Role in Technologized Participatory Experience Through Socio-Cultural Logics: The Rise of E-Guides in the Attraction Industry. 23rd International Conference on Recent Advances In Retailing And Services Science.
DE KERVENOAEL, R., CHATLADA, R., SCHWOB, A., TORAL, I. (2016). An Exploration of B2B Social Media Practices in an era of Digital Transformation: the Case of the Pharmaceutical Industry in Thailand. 23rd International Conference on Recent Advances In Retailing And Services Science, EIRASS (European Institute Of Retailing And Services Studies), July.
SCHWOB, A., J.-B.WELTE, S.TOYOKI, "Exploring Interobjective Socialization: A Heideggerian Perspective" dans 9th CCT conference, June, 2014, Helsinki, Finlande
PELET, J.-E., S.ETTIS, S.HAMMAMI, A.SCHWOB, "Social Networks and Online advertising: Should Companies Promote their Brand Fan Page or their Brand Website?" dans 17th AMS Conference, 2014, Lima, Pérou
Articles de presse
JOUAN DE KERVENOAEL, R., FORT-RIOCHE, L., SCHWOB, A., KIROVA, V. (2021). Le Bonheur fait vendre. Pour l'éco. France.