Corporate impact

These are some examples of the corporate impact of research-related activities developed by the school’s four Areas of Excellence since their founding in January 2019.

All four Areas (shared activity)

All four Areas of Excellence are tapping their expertise to currently develop a portfolio of projects that might address the current and future challenges introduced by the Coronavirus pandemics.

Agribusiness Area

  • Obtained one PhD student, jointly funded by Eureden Group and the ANRT (France’s National Association for Research and Technology – Agence Nationale pour la Recherche et la Technologie).
  • Obtained two PhD students, jointly funded by Avril group and the French ANRT (France’s National Association for research and Technology – Agence Nationale pour la Recherche et la Technologie).
  •  All three funded PhD have been developed as CIFRE contracts. The CIFRE is a contract that allows a student to pursue a PhD in strict cooperation with a specific company
  • *Developed strong collaboration with Valorial, the #1 network devoted to agri-food innovation through a collaborative approach in France, which brings together 360 members and a community of more than 4,000 innovators focusing on smarter food. Rennes SB professors have been involved in applied research projects and several field studies in partnership with Valorial
  • Article on Ouest-France about the Area Director’s work on agriculture and climate risk (Agriculture – Savoir se protéger des risques climatiques)

AI-Driven Business Area

  • Established the AI Observatoire as our industry-centric observatory, where the focus is on contact with industry and building industry-relevant research. The goal of the AI Observatoire is to develop research in collaboration with industry and governmental bodies with a focus on industry development
  • First major agreement of the AI Observatoire recently signed with Bretagne Developpment et Innovation. Agreement is for three years to conduct regional surveys of AI capabilities of Brittany firms (which will in turn be used as a template for further industry work and relevant data collection to help research)

Green, Digital & Demand-Driven Supply Chain Management (G3D)

  • Most of Area work is inspired from real-world situations and consequently applied to practical case studies. For example, a study that has been conducted with company KLS Logistics systems (in the context of a CIFRE contract) led to:
    – Improving the picking performance in automated warehouses by 30-40 %
    – Implementing our solutions in many companies from different sectors (French hospitals, Swiss manufacturers) and
    – Two publications in top journals (European Journal of Operational Research and Journal of Operational Research Society)
  • Conducted study on the Agrifood sector in Britany that showed how the demand is such sector depends on the greenness of products and how companies can gain market shares by offering organic products with a local supply chain. This led to a publication in Journal of Cleaner Production

mïnd Area

  • Area is well equipped to support organizations dealing with complexity – either at the organisational or the individual level – by providing solutions that address adequately the complexity of issues that people and organizations are facing. We can bring our expertise of analytics of online data and their use in decision making to small and medium-sized organizations that may not have the resources to develop such skills. The Integrated Learning Engine (ILE) has been developed also to facilitate such analysis and cater to corporate needs
  • Area is committed to contribute to solutions for the current and future world with the high level of uncertainty due to the Coronavirus pandemics and the search for the “new normal”. Topics are e.g. diffusion of false news, home office and digital frugality, conflicting logics of health versus economy, and emerging and shaping of the new normal
  • Organisation and delivery (jointly with Imperial College London and Stockholm School of Economics) of an Executive Development Workshop, “Leading a data-driven sports world”. Event took place February 20-21, 2020 at the Stockholm School of Economics and was organised jointly with the Center for Sports & Business, Stockholm School of Economics, Stockholm (Sweden) as part of the “Stockholm School of Economics Sports Week”. Workshop was attended by 25+ executives from Swedish Elite Football (the Swedish football league) and five Swedish major league football teams
  • Presented as keynote speaker at Digital Strategy Seminar “Digital strategy – Never lose sight of your business model”. Event took place Feb 21, 2020 at the Stockholm School of Economics and was organised by the Center for Sports & Business, Stockholm School of Economics, Stockholm (Sweden) as part of the “Stockholm School of Economics Sports Week”

Impact from other research

Examples of management practices, public policy, etc., informed by the our faculty’s research or intellectual contributions:

Developed in collaboration with an app game company, my paper “Gaining more with less: Investigating the effects of sales promotion strategies in the freemium context through field experiments” provides compelling evidence that running price discount sales promotions in a game app is far more effective at generating in-app purchases than using bonus pack sales promotions. Best evidence for the relevance of this insight is the fact that the partner company switched its sales promotion strategy from bonus packs to price discounts following insights from my work. (Dr. Yashar Bashirzadeh)


Dr Thomas FLICHY de La NEUVILLE, Rennes School of BusinessMy research has had an impact on the activities of policy makers. Namely, I have been quoted in several the French Parliament reports, such as:
–        Rapport d’information du 13 juillet 2016 fait en application de l’article 145 du règlement de l’Assemblée nationale au nom de la mission d’information sur les moyens de Daech. Président, Jean-Frédéric POISSON, rapporteur, Kader ARIF.
–        Audition par la commission des affaires étrangères du Sénat dans le cadre du rapport d’information n° 22 (2015-2016) de MM. Jacques LEGENDRE, Daniel REINER, Mme Michelle DEMESSINE et M. Joël GUERRIAU, fait au nom de la commission des affaires étrangères, de la défense et des forces armées, déposé le 7 octobre 2015.
I will be audited in Spring 2020 by members of the U.S. Senate.
From 2014 to 2016 I have been geopolitical advisor to the French Chief of the Defense staff, General Pierre de Villiers. (Dr. Thomas Flichy De La Neuville)


HURE ESCResults from a recent paper in which I collaborated with a manager (Mr. Laurent Piveteau, Marketing and Communication Manager at Direct Optic) directly informed the company (Direct Optic) to transform their strategy into an omni-channel one. (Dr. Élodie Hure)



My research was featured in recent news articles:
–        Articles on my research on tourists’ experiences in restaurants were published in Hôtellerie-Restauration in 2018 and in Industrie Hotellière in November 2019. These professional magazines are widely read by hotel and restaurant managers in France. The articles provided guidelines for professionals in ensuring a more meaningful experience in restaurants for tourists, particularly international tourists
–        An article in Ouest France in Oct 2019 provided insights into new food consumption trends. As Ouest France being the most widely read newspaper in France, it is likely that this will provide insights that will inform practices of local food providers. (Dr. Sheila Matson)


Dr PUNCHEVA PetyaMy research on the invisible barriers for the inclusion of women in tech had an impact on this sector. I worked with ESTIM Numerique (Association for the inclusion of women in tech), Capgemini (Hélène RIOU, HR manager), and Ti Lab (Brittany public research lab – Laboratoire régional d’innovation publique). Roundtables focused on the development of a research tool (Etude ESTIM) to study the current representation of women across diverse professions in the digital sector in Brittany. Work included  a series of meetings and it resulted in an article in Le Monde (Feb 7, 2020: La culture masculine de la tech est aussi un frein à l’embauche… des hommes, by Sarah Hudson and Petya Puncheva), which raised the interest of several practitioners. (Dr. Petya Puncheva)


SCARINGELLA ESCMy paper “The challenges of radical innovation in Iran: Knowledge transfer and absorptive capacity highlights – Evidence from a joint venture in the construction sector” has been circulating among different international firms interested to operate in Iran, as well as among Iranian firms willing to collaborate with international firms (Dr. Laurent Scaringella)


Dr Yann Duzert, Rennes School of BusinessMy research with Dr. Frank Zerunyan (Professor of Practice/Director of Executive Education at University of Southern California – Price School of Public Policy) led to the publication of a book, Newgotiation for Public Administration Professionals, which  has had an impact on the sponsorship of utility company EDISON. USC Provost and new President of USC congratulated us expressed their interest in seeing this vision of educating cities realized.  I applied the same framework working for Raquel Dodge, Brazil’s General Attorney, to train the Brazil’s prosecutors and judges negotiating collaborative governance for the worst environmental and social crisis in Brazil history (the Dam Disasters of Brumadinho and Mariana). The success of this initiative led to an invitation by the President of Brazil’s Supreme Court and from the National Council of Justice to develop capacity building in Goias related to water management (cf. Goias Court of Justice and Goias School of Prosecutors). This also led to an invitation from the Laboratory of Innovation and Intelligence of the National Council of Justice to publish a book with a counselor Maria Tereza Uille and to hold an online webinar open to the 200,000 civil workers of the Ministry of Justice of Brazil on June 2, 2020. (Dr. Yann Duzert)