Ahlem Abidi-Barthe / Head of Master Program Digital Business & E-Commerce at European Business School Paris

Last updated on profile page : November 22nd, 2016

BIO

An expert in digital marketing, Ahlem Abidi-Barthe is a consultant, as well as a researcher and an assistant professor at European Business School Paris where she is in charge of the Digital Business & E-Commerce master degree program.

She holds a PhD in management science from Toulouse Capitole University. Her research, focused on management issues, is on relationship personalization, Customer Relationship Management, big data, offer customization and experience marketing.

BOOKS BY AHLEM ABIDI-BARTHE

By Ahlem Abidi-Barthe on Paris Innovation Review

Emerging as an experiment fifteen years ago, personalization has become today a central feature of e-commerce, whether in the form of customization of products, the boom of made-to-measure or the personalization of customer relationships using customer relationship management tools. But do we know how consumers feel about it? In 2004, Ahlem Abidi-Barthe led the first scientific survey on the subject. What has changed since then?
Expérience émergente il y a quinze ans, la personnalisation est aujourd'hui un trait majeur du commerce en ligne, qu'elle prenne la forme de la customisation des produits, de l'essor du sur-mesure, ou d'une personnalisation de la relation client à travers les outils de Customer Relationship Management. Mais, au fait, qu'en pensent les consommateurs? Ahlem Abidi-Barthe avait mené en 2004 une des premières enquêtes scientifiques sur le sujet. Qu'est-ce qui a changé depuis?

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