Dr. Laetitia Mimoun is an Associate Professor in Marketing at ESCP Business School. Before joining ESCP in 2022, Laetitia worked for Bayes Business School, City, University of London. She holds a Ph.D. in marketing from HEC Paris (France), an MSc in international marketing from the University of Strathclyde (UK), and a Master in management from Audencia Nantes (France).
Laetitia's research falls into consumer behavior, specifically consumer culture theory (CCT), and primarily relies on qualitative methodologies such as interviews, observation, netnography, and projective techniques. Her research has been published in the Journal of Consumer Research, Journal of Service Research, Psychology and Marketing, and Marketing Theory.
Laetitia's research focuses on liquid consumption, including access-based consumption, collaborative workspaces and third places, and liquid lifestyles. Her secondary research interest relates to technology consumption, particularly in contexts of blurred morality and questionable legitimacy.
Laetitia is a Fellow of the Higher Education Academy and has a broad teaching experience, across different levels, platforms, and topics. She currently teaches "Marketing Communication," "Consumer Behavior," and "Fundamentals of Marketing" in the MIM program.