Sandra Arrivé

Associate Professor of Marketing and Digital Communication Strategy

Contact

Email: s.arrive@ipag.fr

Campus: Paris

Sandra_Arrivé

Education

2017: PhD in Management Sciences (Marketing), Paris Dauphine University

2012: Master’s Degree in Marketing Research and Strategy, Paris Dauphine University

1998: Master’s Degree in Management Sciences, Audencia Business School

  • Biography
  • Selected publications
  • Professional experiences

Sandra Arrivé holds Master’s degrees in Marketing and Management Sciences from Paris Dauphine University and Audencia Business School, she recently defended a Ph.D. in Management Sciences (Marketing) at Paris Dauphine University. Sandra’s research interests cover brand management, brand content strategies and marketing strategy formation with a focus on actors and process understanding. She has teaching experience at various business schools including Paris Dauphine University and IESEG Business School. Sandra has also a strong expertise and working experience in Brand Management as she worked for more than ten years for several multinationals such as Unilever, Danone and Essilor.

Arrivé S., Digital brand content strategy: underlying nature and logics of a hybrid marketing practice, Journal of Strategic Marketing, work in progress V3

Arrivé S., Contenu éditorial de marque: entre logiques transactionnelle et relationnelle, étude d’une pratique sous le prisme de la Théorie des Economies de la Grandeur, Décisions Marketing, work in progress

Yu-Kerguignas J., Arrivé S., Beveridge I., Marketing strategy in the digital age: emerging tensions understanding through the paradox lens, work in progress, to be submitted to Journal of Business Research

Arrivé S., Contenu de marque: nature de la pratique et tensions associées à la formation d’une stratégie marketing hybride. Thèse de doctorat soutenue le 19 avril 2017 sous la direction du Professeur Pierre Volle, Université Paris Dauphine.

Participation à un ouvrage collectif scientifique sous la supervision de Fabien Léinard et Sami Zlitni, La communication électronique : enjeux, stratégies, opportunités, Editions Lambert Lucas, Avril 2015. Séminaires - Présentations d'articles de conférence récents

Arrivé S., Digital brand content strategy: Underlying nature and logics of a hybrid marketing practice. HCI International 2020, Copenhague Danemark, Juillet 2020 (visio-conférence).

Arrivé S., Contenu éditorial de marque ou la manifestation d’un marketing relationnel: étude d’une pratique sous le prisme de la Théorie des Economies de la Grandeur, Workshop AFM “Pratiques Marketing”, Paris France, Juillet 2020 (visio-conférence).

Arrivé S., Stratégie de contenu de marque digital: nature et logiques sous-jacentes d’une pratique marketing hybride, IRMBAM Nice, France, Juillet 2019.

Arrivé S., Is brand content actually a non-merchant tactic? Understanding the logic behind the practice thanks to the thought-world and the economies of worth theories, Glasgow UK, May 2018.

Arrivé S., Digital brand content: antecedents and effects of a spreading communication practice, Branded content research network conference, London, UK, November 2017.

Since 2016: IPAG Business School, Paris

2014-2016: Contractual Assistant Professor at Paris Dauphine University

2012-2014: Part-time lecturer at Iéseg Paris and EMLV

2006- 2011: Brand manager at Essilor France

2001- 2005: Product manager at Unilever France

1999- 2000: Product manager at Danone Romania

1998- 1999: Key account manager at Sofitel – Accor Romania

Research Areas

Brand Management, Brand Content Strategies, Marketing Strategy Formation, Digital Communication

Teaching Areas

Marketing & Brand Strategy, Traditional & Digital Communication, Brand Content, Brands & Branding