Éléonore MANDEL is a lecturer in Intercultural Marketing and Management at EM Normandie (Caen, France) and a Consultant in cross-cultural marketing . After she went on an Eramus exchange at the University of Economics in Prague (Czech Republic), she graduated from EDHEC Business School in 2000 (Master in Management). She worked for 2 years as an International Brand manager at Vivendi Universal Interactive (edutainment CD-Roms for children), and 2 more years as a Brand manager at Dictionnaires Le Robert, in charge of their CD-Rom products. In 2004, she joined EM Normandie as the Deputy Director of the International Relations Department, which she became the Director in 2008. She received her Master’s degree in Research Methodology & Consulting in 2009 at the University of Caen (IAE Caen, Basse-Normandie), and subsequently joined the faculty at EM Normandie. She founded AuContraire!Consulting, her own consultancy company, in 2014. She defended her Ph.D. in 2015 in the field of B-to-B marketing in international contexts, with co-direction by Dr. Sylvie Chevrier (University of Paris Est Marne-la-Vallée) and Dr. Mary-Yoko Brannen (University of Victoria, B.C.). Her PhD thesis analyses the maintenance process of international business relationships between a French SME and their distributors in Japan, South Korea, The Netherlands and Belgium.
Her areas of expertise are: the international development of SMEs with a focus on cultural aspects, its consequences on communication, marketing and management.
She belongs to several professional groups:
Member of the board at Centre des Jeunes Dirigeants (CJD, Caen division) – in charge of internationalization and professional training activities ;
Member of the Internationalization committee at CJD France ;
Member of the board at Dynamic Export (Federation of companies going international, Caen).