Ronan JOUAN DE KERVENOAEL

Ronan JOUAN DE KERVENOAEL Research Active Faculty - Full Professor
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    • Department
      Marketing Department
    • Languages
      French, English
    • Teaching specialisations
      Introduction to Marketing, Digital Marketing , Digital Marketing Strategy, Dissertation Module, Project Management, Innovation Management, Marketing Management, Digital Marketing Campaign Development, Consumer Behaviour, Contemporary Issues in Retailing
    • Areas of research
      Retailing, Tourism, Practice Theory, Services, Technology
    • Campus
      Paris

    Biography

    Ronan de Kervenoael is Professor of Marketing, at Excelia Business School in the Paris Campus, specialising in the intersections of retail change, digital transformation, tourism, and consumer behaviour. His research explores how technologies such as AI, livestreaming, and service robots reshape consumption, hospitality, and cultural experiences. He also investigates sustainable innovation, local complementary currencies, and territorial development, linking marketing with societal challenges and the UN SDGs.

    He has published widely in international journals and presented at leading conferences. His work has been published in Environment & Planning A, World Development, Tourism Management, European Journal of Operational Research, Information Technology & People, Journal of Retailing and Consumer Services, Service Industries Journal, Asian Business & Management, Telecommunication Policy, International Journal of Retail Distribution Management, Journal of Consumer Behaviour and Consumption Markets & Culture. He actively develops innovative teaching methods, including gamification, flipped classrooms, and real business cases. He is engaged with firms of all sizes bridging academic insight with practice. His work emphasises responsibilisation, territorialisation, and participatory governance as frameworks for responsible innovation.

  • 2000

    Ph.D. in Economic Geography, Université de Sheffield, United Kingdom

    1995

    M.Sc. in International Trade and Finance, Lancaster University, United Kingdom

  • 2025

    Faculty Paris Campus Representative, Excelia, La Rochelle, France

    2025

    Research Active Faculty - Full Professor, Excelia, La Rochelle, France

    2017-2025

    Full Professor in Marketing, Rennes School of Business, Rennes, France

    2006-2025

    Network faculty, Aston Business School, Birmingham, United Kingdom

    2005-2017

    Assistant Professor, Sabanci University, Istanbul, Turkey

    2003-2005

    Assistant Professor, Lancaster University, , United Kingdom

    2002-2003

    Quantitative Research Associate, Lancaster University, , United Kingdom

    2002-2002

    Research Assistant, Université de Manchester, , United Kingdom

    2000-2001

    Assistant Professor, Instituto Tecnologico y de Estudios Superiores de Monterrey, MONTERREY, NUEVO LEÓN, Mexico

  • Journal articles

    SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., SIM, Y. S. (2024). Understanding and harnessing the potential of front-line employees’ self-governance in technologised museums and theme parks: insights from a qualitative study. Museum Management and Curatorship, 39 (4), 433-456. doi:10.1080/09647775.2022.2111334.
    DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA, E. (2024). SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm. Journal of Retailing and Consumer Services, 76, 103589. doi:10.1016/j.jretconser.2023.103589.
    DE KERVENOAEL, R., HASAN, R., SCHWOB, A., LEPAIH, V. (2024). Consumers’ perceived value of Social IoT based online community: investigating social awareness processes surrounding smart kitchen robot appliances. Behavior and Information Technology, 43 (13), 3071-3090. doi:10.1080/0144929X.2023.2270713.
    DE KERVENOAEL, R., SCHWOB, A., HASAN, R., KEMARI, S. (2024). Food choice and the epistemic value of the consumption of recommender systems: the case of Yuka’s perceived value in France. Behavior and Information Technology, 43 (7), 1381-1400. doi:10.1080/0144929X.2023.2212088.
    SCHWOB, A., JOUAN DE KERVENOAEL, R., KIROVA, V., VO-THANH, T. (2023). Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms.. Information Technology & People, 36 (2), pp. 940-965.
    JOUAN DE KERVENOAEL, R., HASAN, R., SCHWOB, A., GOH, E. (2020). Leveraging Human-Robot Interaction in Hospitality Services: Incorporating the Role of Perceived Value, Empathy, and Information Sharing into Visitors' Intentions to Use Social Robots. Tourism Management, 78. doi:10.1016/j.tourman.2019.104042.
    JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., TING, Y. S. (2020). Consumers' perceived value of healthier eating: A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore.. Journal of Consumer Behaviour, 20 (3), 550-563. doi:10.1002/cb.1884.
    JOUAN DE KERVENOAEL, R., SCHWOB, A., MANSON, I. T., RATANA, C. (2020). Business-to-business and self-governance practice in the digital knowledge economy: learning from pharmaceutical e-detailing in Thailand. Asian Business & Management, 21 (4), 598-622. doi:10.1057/s41291-020-00141-z.
    JOUAN DE KERVENOAEL, R., SCHWOB, A., CHANDRA, C. (2020). E-retailers and the engagement of delivery workers in urban last-mile delivery for sustainable logistics value creation: Leveraging legitimate concerns under time-based marketing promise.. Journal of Retailing and Consumer Services, 54. doi:10.1016/j.jretconser.2019.102016.

  • Papers presented at academic or professional meetings

    DE CROS PERONARD, J.-P., MANSON, I. T., JOUAN DE KERVENOAEL, R. (2024). Retail robot and their sustainable development: Exploring the importance of the self in robotic. RARCS - Recent Advances in Retailing and Consumer Science Conference 2024. Fuerteventura:
    JOUAN DE KERVENOAEL, R., KIROVA, V., SCHWOB, A. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currency.. 40ème Congrès International de l’afm. Paris:
    JOUAN DE KERVENOAEL, R., KIROVA, V., SCHWOB, A. (2024). Symbolic territorialisation work: Consumers and the legitimacy of local complementary currencies.. ACR ANNUAL CONFERENCE. Paris:
    TORAL MANSON, I., JOUAN DE KERVENOAEL, R. (2023). Sustainable retailing through Metaverse. 29th Recent Advances in Retailing and Consumer Science Conference. Lyon:
    JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R. (2023). SIoT robots and the enhancement of customer experiences in retail: unpacking the drivers of repeat purchase intention.. 12th International Reserach Meeting in Business & Management IRMBAM. Nice:
    DESSAIGNE, E., JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2023). Legitimation work in B2B procurement: Analysing market shaping strategies towards sustainable energy purchasing.. Industrial Marketing and Purchasing IMP2023 Conference. Manchester:
    JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., LEPAIH, V. (2022). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. 28th Recent Advances in Retailing and Consumer Science Conference. Baveno:
    JOUAN DE KERVENOAEL, R., HELLIVAN, P.-J. (2022). Investigating B2B professional customer experience (procx): How is value generated?. 28th Recent Advances in Retailing and Consumer Science Conference. Baveno:

    Press articles

    JOUAN DE KERVENOAEL, R. (2024). Des consommateurs affirment leur autonomie face à des conseils algorithmiques qui ne les satisfont plus.. Le Monde. France.
    JOUAN DE KERVENOAEL, R. (2023). Nous assistons à l’avènement d’un nouveau modèle de “commerce social”, qui remet en cause les fondements de l’e-commerce. Le Monde. France.
    JOUAN DE KERVENOAEL, R., FORT-RIOCHE, L., SCHWOB, A., KIROVA, V. (2021). Le Bonheur fait vendre. Pour l'éco. France.
    JOUAN DE KERVENOAEL, R., FORT-RIOCHE, L. (2020). Les Monnaies Locales Sont-Elles Une Solution ?. Forbes.
    JOUAN DE KERVENOAEL, R. (2020). Demain, des livreurs garants de la continuité des services publics?. Acteurs publics.
    JOUAN DE KERVENOAEL, R. (2020). Les robots vont rapidement se diffuser en France. Entreprises et carrières. France.
    JOUAN DE KERVENOAEL, R. (2020). Les livreurs à vélo : « Construire un modèle valorisant les services rendus, aux distributeurs, à la collectivité et aux consommateurs ». Le Monde. France.
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