Dr Elodie HURE

Associate Professor

Department : Marketing

Nationalities :

Qualifications

  • Ph.D. IGR-IAE, Rennes, Marketing, 2012 Cross-channel grocery shopping: when consumers return to the store (written in French: L͛expérience trans-canal de magasinage alimentaire : le cas du retour en magasin suite à l͛adoption des supermarchés en ligne), defended on the 5th of December, 2012. Passed with Highest Honours.

Research interest

  • Marketing
  • Retailing
  • Consumer behaviour
  • Multi-, Cross-, Omni-channel commerce (including physical commerce, e-commerce, m-commerce)
  • Mobile applications

Work experience

  • Associate professor, Rennes School of Business, Marketing Academic Area (September 2020 – Present)
  • Director of Programme, Programme Grande École (Present)
  • Assistant professor, Rennes School of Business, Marketing Academic Area (2013 – August 2020)
  • Director of Studies, Master in Management (2016)

Intellectual contributions

Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale.

Authors:Picot Coupey, K., Krey, N., Huré E., Ackermann, C.-L. Published in:Journal of Business Research, https://doi.org/10.1016/j.jbusres.2019.12.018 Date:2019

Entre drive et supermarché: une exploration de l'intétration d'expériences de magasinage (Exploring the integration of online and physical grocery shopping experiences).

Authors:Huré, E. Published in:Revue Française de Marketing, Vol. 259, 1/4, pp. 33-46 Date:2017

Understanding omni-channel shopping value: a mixed-method study

Authors:Huré, E., Picot-Coupey, K., Ackermann, C.-L. Published in:Journal of Retailing and Consumer Services, Vol. 39 (November 2017), pp. 314-330 Date:2017

Channel design to enrich customers' shopping experiences: synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic Case.

Authors:Picot-Coupey, K., Huré, E., Piveteau L Published in:International Journal of Retail and Distribution Management, Vol. 44, N°. 3, 2016, pp. 336-368 Date:2016

M. Shopping with a Smartphone - A French-Japanese perspective

Authors:Cliquet, G., Picot-Coupey, K., Huré, E., & Gahinet Published in:Marketing-ZFP JRM Date:2014

E-supply chain et productivité: le cas de la distribution alimentaire

Authors:Huré, E., Vo, T., Cliquet, G., & Durand, B. Published in:Revue Française de Gestion Industrielle Date:2013

Grocery Shopping and Internet:

Authors:Picot-Coupey, K., Huré, E., Cliquet, G., & Petr, C. Published in:International Review of Retail, Distribution and Consumer Research Date:2009

Moving towards an omni-channel strategy: process and challenges

Authors:Picot-Coupey, Karine and Elodie Huré Published in:Academy of Marketing Science Annual Conference Date:2015

Refereed Journal publications

  • Picot-Coupey, K, Krey, N, Huré, E, and Ackermann, CL (2018) Still Work and/or Fun? – Replicating the Personal Shopping Value Scale, Corroboration in Marketing Research Workshop, 21st Academy of Marketing Science World Marketing Congress, Porto, Portugal, 26-29 June
  • Picot-Coupey, K., Krey, N., Huré, E., and Ackermann, C.L. (2018), Physical Shopping Value in a Digitalized Setting: Theoretical Thoughts and Empirical Investigations, 46th Academy of Marketing Science Annual Conference, New Orleans, United States of America, 23-25 May
  • Picot-Coupey, Karine, Elodie Huré, and Aurelia Michaud-Trevinal. Omni channel retailing: exploring how retailers interweave touch points. In: EAERCD, Dublin, Ireland, July 2017
  • Huré, Elodie, Karine Picot-Coupey, and Claire-Lise Ackermann, “Towards a measure of the omni-channel shopping experience.” EIRASS International conference on recent advances in Retailing and Consumer Services Science (2016) Edinburgh, United Kingdom, July 11 – 14 (2016)
  • Picot-Coupey, Karine and Elodie Huré. Moving towards an omni-channel strategy: process and challenges. In: AMS (the academy of marketing science), Denver, United States of America, May 2015

Refereed Proceedings

  • Picot-Coupey K., Krey N., Huré E., Ackermann C-L., Still work and/or Fun? Replicating the Personal Shopping Value Scale, Academy of Marketing Science Annual Conference, Porto, June 26-29. (2018)
  • Picot-Coupey K., Krey N., Huré E., Ackermann C-L., Physical Shopping Value in a Digitalized Setting: Theoritical Thoughts and Empirical Investigations, Academy of Marketing Science Annual Conference, New Orleans, May 23-25.(2018)
  • Picot-Coupey K., Huré E., Michaud-Trevinal A., Omni-channel retailing : exploring how retailers interweave touch points and reconsider their retail store design, European Association in Education and Research in Commercial Distribution, Dublin, July 4-6. (2017)
  • Huré E., Picot-Coupey K., Ackermann C-L., Towards a measure of the omni-channel shopping experience, EIRASS International conference, Edinburgh, Scotland, July 12-14. (2016)
  • Picot-Coupey K., Huré E, Piveteau L., Moving towards an omni-channel strategy, process and challenges, Academy of Marketing Science Annual Conference, Denver, May 12-14. (2015)
  • Picot-Coupey K., Huré E, Piveteau L, How to combine bricks with clicks: the case of Direct Optic going omni-channel, Colloquium on European Research in Retailing, Bremen, September 26-28. (2014)
  • Huré E., L’expérience de magasinage alimentaire : multi-, cross- ou omni-canal ?, Colloque Innovation et Commerce 2014, UPEC, Paris, April 2-3. (2013)
  • Huré E., Troiville J., Picot-Coupey K., The retailer brand equity in an omnichannel context.” International Colloquium in Relationship Marketing, Rennes, September. (2013)
  • Cliquet G., Gonzalez C., Huré E., Picot-Coupey K., From mobile phone to smartphone : what’s new about m-shopping ?, Academy of Marketing Science conference, Monterey, USA, May 15-18. (2013)
  • Stanley C. Hollander Award for Best Retailing Paper. AMS – Academy of Marketing Science (2012)
  • Gonzalez C., Huré E., Picot-Coupey K., Usages et valeurs des applications mobiles pour les consommateurs : quelles implications pour les distributeurs ?, 15th Etienne Thil conference proceeding, November 28-30, Lille. (2012)
  • Huré E., Vo T.L.H, Cliquet G., Durand B., E-Supply chain et productivité : le cas de la grande distribution alimentaire, 14th Etienne Thil conference proceeding, September 22-23, Roubaix. (2011)
  • Huré E., Cliquet G., Du multicanal au transcanal : le point de vue du consommateur, 14th Etienne Thil conference proceeding, September 22-23, Roubaix. (2011)
  • Huré E., Cliquet G., From a multi- to a cross-channel shopping experience in grocery retail environment, European Institute of Retailing and Service Studies conference proceeding, July 15-18, San Diego, USA.
  • Picot-Coupey K., Huré E., Cliquet G., Petr C., Grocery shopping and Internet: exploring French consumers’ perceptions of the “hypermarket” and “cybermarket” formats, European Association in Education and Research in Commercial Distribution conference proceeding ,Eds H. Meyers et S. Wood, Guildford (2009)

Non-refereed papers

  • Huré E., Pour garder leur attractivité, les points de vente physiques doivent se positionner comme des lieux de sortie et d’interactions, Le Monde. (2018)
  • Picot-Coupey K., Huré E., La gestion du passage à l’omni-canal. Invited presentartion at 2ème journée des Laboratoires bretons, Vannes, France. (2014)
  • Huré E., From mobile phone to smartphone: what’s new about m-shopping? Invited presentation at CREM – Journée de recherche, Saint-Malo, France (2013)
  • Huré E., Le M-paiement géo-localisé et services associés (paiement par téléphone mobile). Invited presentation at La 1ere rencontre Marketing des laboratoires bretons, Brest, France. (2013)
  • Huré E., Le retour en magasin suite à l’adoption des supermarchés en ligne. Invited presentation at E-tailing club, Lyon, France. (2012)
  • Huré E., The multichannel grocery shopping experience, Invited presentation at Research Seminar, Louisiana State University, Ruston, Louisiana. (2011)
  • Huré E., The consumer’s shopping behaviour in electronic grocery stores, 9ème conférence internationale sur les nouvelles tendances du marketing – colloque doctoral, Venice, Italy. (2010)
  • Huré E., L’expérience de magasinage alimentaire sur Internet ainsi qu’en magasin et leur influence réciproque. Invited presentation at Workshop Marketing & Management, IGR-IAE, Rennes, France. (2010)
  • Huré E., The consumer’s shopping behaviour in electronic grocery stores. Invited presentation at Workshop Marketing & Management, IGE-IAE, Rennes, France. (2010)

 

Grants & Honors

  • Finalist of the “Prix Académique de la recherche en Management », FNEGE, with K. Picot-Coupey (2019)
  • Picot-Coupey K., Krey N., Huré E., Ackermann C-L., AMS-AFM Research Grand. Co-Principal Investigator (2018)
  • Stanley C. Hollander Award for Best Retailing Paper, AMS – Academy of Marketing Science (2013)

 

Research visit

  • Louisina Tech University, Ruston, Louisiana, USA, hosted by Dr. Barry Babin (2011)

 

Chapters, Cases, Readings, Supplements

Chapter

  • Picot-Coupey, K., Michaud-Trevinal, A. Huré, E. Commerce omni-canal : vers quels dispositifs de maillage entre points de contact ? In: Perrigot, R. (dir.).
  • Retailing & Localisation : Une approche mulit-disciplinaire. Presses Universitaires de Provence, Travail&Gouvernance, 2018, 352 p.