Alice RIOU

As a Professor, Researcher and Entrepreneur, I am fascinated by marketing and the controversy surrounding it. 

As a Professor, I have been a member of the permanent faculty at emlyon business school since 2007 and I belong to the “Marketing/mass consumption and trends” team. I make use of innovative teaching methods to share skills for which I have received a number of awards.

My main areas of expertise concerns

1. bodycare products taking a cross-disciplinary approach combining human sciences and economics. (Sectors : health, cosmetics, perfume, food, fashion, luxury)
2. digital humanities and the impact of AI in digital marketing

As a Researcher, I explore the role of storytelling for both individuals and brands.

1. My PhD examines how business school students use storytelling to describe their educational experience.

• In my book, I investigate how brands shape and manage their brand voicing amidst today’s marketing cacophony.
• I publish articles about controversies and storytelling battles (e.g. the prox and cons of industrial diamonds, the pros and cons of the International Women Rights Day, ...)

As an entrepreneur, I founded a company specializing in outdoor e-tourism in 2003 and successfully sold it in 2023, after 20 years of active management.

I now support entrepreneurs in building their branding within the EdTech sector, teach at the emlyon EdJobTech Accelerator, and lead a team of adjunct lecturers across various courses.