Marie-Catherine Mars, Ph.D, is Associate Professor of Marketing at EDHEC Business School. Before joining EDHEC, she worked as a marketing manager in the advertising and fashion industry. Her primary research areas revolve around customer experience, alternative consumption practices and marketing innovation. She teaches these subjects for undergraduate and graduate level students. She has received the 2016 AFM/CCMP Best Marketing Case Study award in 2016 and in 2017. She has authored many published case studies (CCMP/ Case Center) and co-authored marketing textbooks (Introduction au Marketing : une nouvelle approche de la consummation, Pearson France). She is an active member of the AFM and NACRA associations.