Gaël Bonnin is Professor of Marketing at NEOMA BS. His research areas are product and place design, adoption of technology products and narrative approaches of market construction. Gaël Bonnin's research have been published in journals or conferences as Recherches et Applications en Marketing, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Advances in Consumer Research, European Marketing Academy Conference. He teaches UX-Design, innovation and qualitative methods at the graduate level, in PhD and DBA. At the executive level, he taught marketing & innovation in e-mba and, for several years, to top executives in one of the biggest retail chain in France. Finally, he coordinated or participated in several funded research project, at the regional or european level, on topics as companion robots for seniors, use of agricultural robots or the use of augmented reality on tourist sites.He was Research Director of NEOMA from January 2020 to November 2023.
The results of Gaël Bonnin’s research have appeared in several academic publications such as Recherches et Applications en Marketing, Journal of Retailing and Consumer Services, Advances in Consumer Research, and European Marketing Academy Conference.
He teaches in initial training, continuing education and research education (DBA, PhD) programmes on the subjects of Technology and Innovation Marketing, Design, Qualitative Studies (Ethnography, Videography).