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 the domain of 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 the Academy of Marketing Science, Journal of Consumer Psychology, 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. She is particularly interested in contemporary trends at
the intersection of work and consumption. Her secondary research interest relates to the morality of
markets and includes topics such as brand activism and healthcare technologies’ 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.