and Laboratories

Firmly established in both its local area and wider region, Excelia Group has made both ‘Sustainable Development’ and ‘Tourism Management’ two of its areas of expertise. Through the IRSI (Institute for Sustainability through Innovation), the TMI (Tourism Management Institute) and Innov Case Lab (a case study lab), this expertise has a role in developing the Group’s teaching content and methods as well as assisting both companies and the scientific research community.


IRSI – Institute for Sustainability through Innovation

Excelia Group created the Institute for Sustainability through Innovation in 2012 with three main objectives:

  • to contribute to the development of research in management science focussing on Corporate Social Responsibility and Sustainable Development
  • to advance social responsibility in the corporate world by assisting and advising companies and educating students accordingly
  • to further develop standards and guidelines in terms of social responsibility

The IRSI has many roles:

With its Chairs and research contracts, the IRSI assists companies in improving their operating methods by reviewing areas such as their stance on social responsibility, management, human resources, relationships with stakeholders etc.
Over the past 15 years, a strong network has been created with all the major players (companies, associations, local and regional authorities, researchers) ensuring the development of innovative studies which have resulted in recognised publications on both a scientific research and management level.

The IRSI is involved in the development of all the programmes and training courses offered at Excelia Group, ensuring that the content is up-to-date and innovative within its area of expertise.
The Institute also organises, or participates in, several regular national and international events: World Forum for a Responsible Economy, Universités d’été e5t, CleanTuesday, Rencontres Internationales de la Diversité, Assises Internationales de la Médiation, ADERSE congress, RIODD congress, IRSI Thursday Conferences etc.


Tourism Management Institute (TMI)

The Tourism Management Institute brings together all research activities and the Group’s tourism research lecturers through collective projects.

Research themes include:

  • the governance, management and marketing of destinations
  • the role of tourism in economic development
  • the management and marketing of tourism and event companies
  • the evolution of tourism markets and consumer behaviour
  • human resource training
  • the impact of future technologies

This research, of a multidisciplinary nature, is carried out in cooperation with local companies and communities, in France and abroad, and within the framework of national and international research networks.

The TMI also organises various national and international meetings: 2015 – the ‘Gastronomie et développement local’ symposium; 2017 – the annual ‘Association Francophone de Management du Tourisme’ (AFMAT) conference.

The Institute also co-organises the ‘Rendez-vous Champlain’, created in 2004 by three institutions wishing to work together in tourism training and research, through the international nature of their research focus. The three international centres of tourism and research training involved are: École des Sciences de la Gestion de l'Université du Québec in Montréal, the École Supérieure de Tourisme et d’Hôtellerie de l’Université d’Angers (IMIS-ESTHUA) and Excelia Group.


Innov Case Lab

Award for the Best Academic Case Study in Tourism Management

On the occasion of its annual conference held on 4th and 5th May 2017 at Excelia Group, the AFMAT, Association Francophone de Management du Tourisme (French association of tourism management), launched the Award for the Best Academic Case Study in Tourism Management. Pioneered in partnership with Excelia Group's case study lab, INNOV Case Lab, and the CCMP, Centrale de Cas et de Médias Pédagogiques (a central office for academic material and case studies), this accolade aims to reward the best case study in the management of tourism-related activities and businesses.

For the first edition of this award, twelve applications were submitted (see list below), demonstrating the interest in this event. The three partners of the award, the AFMAT, the CCMP and INNOV Case Lab of Group Excelia Group, firmly believe that the tourism industry, due to its interdisciplinary nature, is especially suitable for an innovative pedagogical approach.

Until recently, few case studies had dealt with the theme of tourism. This high-profile sector will no doubt add diversity and originality to the academic material currently available. Therefore, students will be able to find information much easier to access, inciting further interest in this field.

The annual AFMAT conference on 4th and 5th May 2017 provided an opportunity to hold a workshop during which three shortlisted case studies, from the following list, were reviewed.

The 12 submissions for the Award for the Best Academic Case Study in Tourism Management:

  • Brassy: Tourism strategy in a woodland setting! (Brassy: Stratégie touristique en milieu sylvestre), Agnès Le Bellac, Montpellier Business School
  • Club Med… discovering your hidden talents (Club Med – Le Bonheur de se révéler), Fabienne Autier-Lafond and Brigitte Auriacombe of EM Lyon Business School
  • Diagonale des Fous: Event management strategy for a mountain ultra-marathon race on the Reunion Island (Diagonale des Fous : La stratégie événementielle d’un ultra-trail), Mathilde Pulh and Frédéric Lassalle, IAE Dijon School of Management
  • International Animated Film Festival: First international gathering for the world of animated film (Le festival international du film d’animation : 1er rendez-vous mondial pour le cinéma d’animation), Dominique Puthod, Université Savoie Mont Blanc
  • Fancy a game of geocaching? (Dis, on fait un cache-cache ?): Using Geocaching as a tourism promotion tool, Véronique Seel and Didier Roche, Excelia Group
  • The BHV MARAIS store: The quintessence of French lifestyle (Le BHV MARAIS : L’incarnation du style de vie français), Paul Lapoule, Novancia Business School, Paris
  • The Louvre in the 21st Century (Le Louvre du 21ième siècle), Joëlle Lagier and Marie-Noëlle Rimaud, Excelia Group
  • Food tourism… seizing the opportunities! Case study of an artisanal biscuit maker (Comment saisir les opportunités du tourisme gourmand ? Le cas d’une biscuiterie artisanale), Juliette PASSEBOIS-DUCROS IAE Bordeaux University School of Management and Florence EUZEBY, IAE La Rochelle University School of Management
  • OnlyLyon ImaginAlsace – The new competition between different regions (OnlyLyon ImaginAlsace – La nouvelle compétition entre les territoires), Dominique Reau-Diet and Marie-Noëlle Rimaud, Excelia Group
  • Hideaway Resort – Maldives, Thomas Durand, The CNAM Paris
  • TAUZIA: Creating an Innovative Offer for Indonesian Hotel Industry, Florence Winkler, Excelia Group
  • Le Grand Hôtel du Grand Ferrat: When the Four Seasons Hotels and Resorts take over the reins of this luxury one-hundred-year-old hotel (Le grand hôtel du Grand Ferrat : Quand le groupe Four Seasons Hotels and Resorts prend les commandes de cet hôtel de luxe centenaire), Dogor Di Nuzzo, Ipag Business School, Catherine Papetti, IAE Nice Graduate School of Management , William Menvielle, Université du Québec à Trois Rivières

Award criteria:

  • Originality and pertinence of the case study
  • Advancement of innovative management techniques in the Tourism & Hospitality industry
  • Relevance of the managerial issues explored, whatever the chosen theme: strategy, marketing, finance, HR, logistics, project management, information systems etc.
  • Appeal of the case for the learners (they identify with the case matter)
  • The carrying out of a real-life case study with a company’s full cooperation along with authorisation for use of primary data (official authorisation from the company being studied must be provided)
  • A complete and finalised document must be submitted, according to the editorial standards recommended by the CCMP, to ensure its usefulness to the teaching community: use of style sheet, case study test and feedback, quality of academic material (case study description, general instructions, debriefing, images, videos, appendices etc.)

The 46th Best Case Study Awards took place on 30th May 2017 at the CCMP in Paris, where the names of the award winners of the AFMAT, CCMP, INNOV Case Lab Best Academic Case Study in Tourism Management were revealed.

  • First place was awarded to Fabienne Autier-Lafond and Brigitte Auriacombe of EM Lyon Business School for the case study ‘Club Med, Le Bonheur de se révéler’. They also received the award Top Cas HR Case Study 2017 for this case study, which addresses the issue of ‘Employer Branding’ and how it relates to the company’s HR methods, with Club Med being one of the world leaders in the tourism industry.
  • Second place went to Juliette PASSEBOIS-DUCROS IAE Bordeaux University School of Management and Florence EUZEBY IAE La Rochelle University School of Management for their case study of an artisanal biscuit maker ‘Comment saisir les opportunités du tourisme gourmand ? Le cas d’une biscuiterie artisanale’.
  • Third place went to Dominique Puthod of the Université Savoie Mont Blanc, for his case study ‘Le festival international du film d’animation : 1ier rendez-vous mondial pour le cinéma d’animation’.

In addition to the CCMP Trophy, the case study authors were awarded a certificate and prize money by Excelia Group.
Save the date!

Rendezvous for the second ‘Best Case Study in Tourism Management’ award at the AFMAT conference in Paris from 22nd to 25th May 2018, planned during the 2018 Management Week, which will celebrate the 50th anniversary of FNEGE, the French Foundation for Management Education.


For further information, please contact:

Marie-Noëlle RIMAUD, Research Lecturer, Head of INNOV Case Lab, email :
For more information about our case study lab, please go to, then click on Laboratoire de cas.
You can also visit the website of the 2017 conference
which was organised by Excelia Group in partnership with the IAE La Rochelle University School of Management.

Université La RochelleAFMATInnov Case LabCCMP


Chairman: Marie-Noëlle RIMAUD, Head of Innov Case Lab, Excelia Group
AFMAT Representatives:
Cécile Clergeau, University of Nantes
Marielle Salvador, INSEEC Savoie
CCMP Representatives: Raphael GNANOU, Valérie DOUBLET, Dorothée TOKIC
IAE La Rochelle Representative: Jean-Charles RICO
Excelia Group Representatives:
François SOULET DE BRUGIERE, Head of Research Development
Jean-François TRINQUECOSTE, Research Advisor for the Group, IAE Bordeaux
Academic Advisors and Members of the case study lab:
Valentina KIROVA, Florence WINKLER, Imed BEN NASR
Case Study Specialists and Tourism Management Specialists:
Sylvie HERTRICH, EM Strasbourg
Anne QUEFFELEC, Research Lecturer, La Rochelle
Dominique REAU-DIET, Research Lecturer in Marketing of Tourism, La Rochelle Tourism & Hospitality School
Jean-Pierre LOZATO-GIOTART, Specialist Geography Advisor
Representative of the Quebec Tourism Intelligence Network: to be confirmed

Presentation of Innov Case Lab

Innovating in partnership with companies

FoMarie-Noelle Rimaudr several years, Excelia Group has used case studies in its teaching of management.
“On many occasions, I have been asked to define what a case study is, as well as explaining its value as a source of teaching material.  If I had to summarise in a few words what a pedagogical case study is, I would say… A case study is an account of a real situation experienced by a real company that is used as a way of learning about management.”

  • For Research Lecturers… case studies provide real examples that can enrich their course material.
  • For companies… case studies provide an opportunity to revisit some of the company’s strategic decisions, and at the very least, an occasion to communicate good practice.  
  • For students… case studies provide an opportunity to learn through discussion and interaction which, in the long term, will improve their employability.

Marie-Noëlle RIMAUD, Head of Innov Case Lab
Associate Professor in Event Management and Tourism Management

Brief History

Key stages


Creation of the post of Executive Manager for Case Studies


Best SMB Case Study’ award – The ‘Ariane Prize’, FNEGE (case study about the company Hénaff)


‘Best SMB Case Study’ award – The ‘Ariane Prize’, FNEGE (case study about the company ENO)


Creation of a case study laboratory within Excelia Group
‘Top Cas’ award in Marketing from the CCMP (case study about the company Groupe Léa Nature)
‘Best French Case Study’ award from the North American Case Research Association (case study about the company Maison de Cognac Remy Martin)


Discussion about the possibility of launching a case study methodology course for students, the objective being to enable Year 1 MBA students to envisage creating a case study as part of their final-year studies.

Our Mission


  • To contribute to the sharing of acquired knowledge through collaboration between companies and research lecturers
  • To train the Group’s teachers, both permanent and temporary, on how to use and incorporate case study methodology (internal courses, CCMP courses, FNEGE courses etc.)
  • To involve students through consultancy projects* and through their thesis
  • To communicate the benefits of case study methodology and to showcase our partner companies
  • To maintain valuable links with case study centres such as CCMP, The Case Centre and HEC Montréal

* The aim of the consultancy project is for students to take on the role of ‘consultant’ in order to analyse and explore a particular theme or a real issue facing one of our partner companies    


The Institutes and centres of expertise of Excelia Group

  • Sustainable development and CSR: in collaboration with research lecturers from the IRSI – Institute for Sustainability through Innovation.


  • Tourism management

Research Lecturers are encouraged and receive the necessary support to publish case studies relating to the themes of our institutes and centres of expertise. In the foreseeable future, the objective is to publish a series of case studies focussing on these areas of expertise.

In April 2016, a book containing 10 CSR case studies was released by DUNOD publishing, on the theme of sustainable development and CSR.

10 Cas RSE Dunod

Click here for more information

As far as tourism is concerned, we are currently developing a partnership with the AFMAT Association Francophone de Management du Tourisme (French association of tourism management).

In addition to focussing on the aforementioned areas of research, our case studies predominantly involve Small and Medium-sized Businesses that are located in our local region, New Aquitaine (Nouvelle Aquitaine).

Léa Nature, a prominent La Rochelle business  

3 case studies relating to Léa Nature’s distribution policy

  • ‘How do you make organic products accessible to as many consumers as possible?’ REF CCMP M1802 
    View the case
  • ‘How do you reconcile conviction with interest?’ CCMP Ref. G1737
    View the case
  • Top Cas Marketing award from the CCMP for the case study ‘Repositioning the brand – Jardin Bio: Faced with the changes in the organic food market, what kind of marketing strategy should be adopted?’ Ref. CCMP M1827
    View the case

Emblematic actors in the region:

‘Stade Rochelais’, La Rochelle’s rugby team: a sports club at its peak, finishing leader of the French TOP 14 rugby league.
The fact that our cases are predominantly generated from within the region is proof of the dynamism of our locally-based companies and also facilitates access to pertinent data for teaching use.

Academic contributions of our lecturers

Academic contributions of our lecturers

Valentina KirovaValentina Kirova

Marketing and Strategic Trade, Cognitive Approaches






Imed Ben NarsImed Ben Nasr

Marketing and Experiential Commerce, Internet






Florence WinklerFlorence Winkler

Political and Economic Relations



An editorial policy and associated communication tools developed by Excelia Group (extract from the editorial policy)

As regards the development of case studies, Excelia Group remains the principal creative author. According to the CCMP, the ‘creative author’ is the educational institution for which the product was originally developed.

When developing their cases, it is important that authors take into account the evaluation criteria, editorial standards and expectations of Excelia Group concerning the use and dissemination of the cases.

There may be co-authors for the same case, including consultants, managers or professionals; however, a permanent research lecturer of the Group must participate in the writing of the case, and coordinate the work.

The admissibility criteria for a case are as follows:

  • Its educational value
  • Quality of the end document and associated support material
  • The accompanying teaching notes
  • Appropriate authorisation from the company concerned
  • The international dimension of the case
  • Languages: French and English

Authors should pay particular attention to the teaching notes. They should specify… the educational objectives, the type of programme/course for which the case can be used effectively, guidelines detailing how the case should be approached and the type of analysis that the case lends itself to corresponding to the pedagogical objectives.

Case Method Teaching

What is Case Method Teaching?

The aim of a pedagogical case is to encourage learning amongst students and to enable them to put their theoretical knowledge into practice using real-life issues… in other words, to facilitate the interaction between theory and practice.
Click here to visit the CCMP website and view the video ‘A revival of case method teaching in management higher education’* (Pour un renouveau de la méthode des cas dans la formation supérieure au management), Tamym ABDESSEMED, CCMP. *in French only

A pedagogical case constitutes taking an in-depth look at the very heart of a company. The analysis of a real-life issue, which the management are either facing or have had to face, above all represents the opportunity to experiment with different approaches to solutions. It is essentially a question of sharing practical experience to encourage a more tangible learning method among students, which is a key step in their professionalization.

For HEC Montreal

“A teaching case is a description of a real-life complex situation for the purpose of provoking thought and discussion amongst students, with the aim of generating specific learning outcomes, such as, notably, the development of judgment and critical thinking skills.” Argumentation and the ability to reason are the primary objectives of this exercise. Students are required to defend their solutions, particularly through group discussion. More importantly, however, the conclusions put forward and then applied only have a transient value and will evolve or even be replaced by others that are better suited to the new situation. Read more

For the Case Centre

“Cases recount real life business or management situations that present business executives with a dilemma or uncertain outcome. The case describes the scenario in the context of the events, people and factors that influence it and enables students to identify closely with those involved. Management cases are generally written by business school faculty with particular learning objectives in mind and are refined in the classroom before publication. Relevant documentation or audio-visual items and a carefully crafted teaching note often accompany a case.”
Read more

For Harvard Business School

“Case method teaching immerses students into realistic business situations. Cases provide the reality of managerial decision making — which includes incomplete information, time constraints, and conflicting goals — as students learn how to analyze business situations. The case method packs more experience into each hour of learning than any other instructional approach. It stimulates students' thinking and encourages discussion. Not only is it the most relevant and practical way to learn managerial skills, it's exciting and fun.”
Read more

An active pedagogical method: two steps

LCase studies are increasingly being used in management science programmes because they allow for a privileged contact with the professional world, while perfectly illustrating the theoretical courses being taught.

  • The creation, submission and publication of the case study
  • The integration of the case study in an academic programme (included in the syllabus or lesson plan

Applying the CSS principle

The CSS principle Companies Good practice Visibility School Innovative teaching tool Training the faculty Students Real management situations Improved employability
Co-innovate with companies

Co-development with companies to co-innovate

Reasons for companies to become involved in developing case studies:

  • To have an external point of view, a different perspective on the solutions that have been adopted internally
  • To create awareness of the company and enhance its reputation through the School's website, which regularly reports on case studies, particularly when research lecturers are rewarded for the quality of their achievements
  • To have the possibility of using all or part of a case for training their own employees. And for those companies that choose to further strengthen this partnership, notably through the institutes.
  • To benefit from additional help in decision-making, a form of co-innovation
  • Examples of how case studies have been used:
  • Using a case for training purposes: CCMP Case study G1815 – the partnership of Voie Navigable de France (VNF) and United Paper Mills (UPM) ‘The long road of paper, UPM at the heart of renewable resources or how the modal shift can participate in the strategy of a company’ (La longue route du papier, UPM au cœur des ressources renouvelables ou comment le report modal peut participer à la stratégie d'une entreprise). This case was reworked with the teams from VNF to be used for internal training.
  • • Using a case in decision-making: Partnerships with Remy Martin, Hénaff and Tauzia (see videos below).
Remy Martin

Florence Winkler

Anne Queffelec


Publications and awards

‘Cas-thothèque’… our case study library

Some of the School’s cases:

Cas Rémy MartinOctober 2015: Best Case Study written in French award NACRA – North American Case Research Association for the case ‘La Maison de Cognac Remy Martin’ Authors: Valentina KIROVA, Marie-Noëlle RIMAUD Ref. M1922


Cas satiJune 2015: CCMP Top Cas Marketing award for the caseRepositioning the brand – Jardin Bio: Faced with the changes in the organic food market, what kind of marketing strategy should be adopted?’ Authors: Marie-Noëlle RIMAUD, Imed BEN NASR CCMP Ref. M1827


Cas ENO2013: Best SMB Case Study award – Ariane Prize, FNEGE for the case ‘The reorganisation of ENO or how to keep the fire burning?’ Author: Eric PERSAIS CCMP Ref. G1771


Cas Henaff2011: Best SMB Case Study award – Ariane Prize, FNEGE for the case ‘HÉNAFF’: the value of a CSR strategy to strengthen its brand equity on social networks Authors: Anne QUEFFELEC, Marie-Noëlle RIMAUD CCMP Ref. G1750



Cas Ponant2013: ‘Ponant’ – when a French specialist in the luxury yachting and polar cruise industry questions its future! Authors: Marie-Noëlle RIMAUD, Véronique MONDOU CCMP Ref. M1854



Cas Lecoanet Hemant2014: LECOANET HEMANT: the recovery of an SMB using ‘Action Learning’ Author: Daniel BELET CCMP Ref. H0609

Additional cases can be found on the following internet sites: CCMPThe Case Centre, HEC Montréal Centre de cas.


Editorial board

Marie Noelle RimaudMarie-Noëlle RIMAUD
Head of INNOV Case Lab

Research lecturer – Marketing Department Areas of research: Event management, leisure management, tourism management, integrated coastal management Email: Skype: rimaudmn



Jean François TrinquecosteJean-François TRINQUECOSTE
Scientific Research Advisor

University Professor Director of the IRGO – Institute for Research in Organisational Management (Institut de Recherche en Gestion des Organisations), IAE University School of Management Bordeaux



Catherine MetierCatherine METIER
General enquiries
Email :  

Françoise MaréchalFrançoise MARECHAL
Administrative support for lecturers
Email :

INNOV Case Lab

Case study Lab Excelia Group
102 Rue de Coureilles, Les Minimes, 17024 La Rochelle Cedex 1
Reception:+33 (0) 5 46 51 77 00