« When I grow up, I will be a professor! » From geography to consumer behaviour, Dr Benjamin Bœuf’s path, professor at Montpellier Business School.

Graduated from ESCP Europe, Benjamin Bœuf, 32 years old, just finished his Ph.D at HEC Montréal. Professor-Researcher since September in the Marketing, Retail and Communication department of Montpellier Business School, his favourite field when it comes to research is B-to-C human behaviour. He also teaches digital marketing to last year student of the Master’s program.

« When I was young, I really wanted to be a geography professor! In accordance to this project, I joined a preparatory class specialised in literature, then I did a Master’s degree in urban and economic geography. In the end, after studying the impact of business decisions on the territories, I wanted to understand how implementation decisions were done within companies. After that, I started a Master's degree in marketing at ESCP Europe to finish with a PhD at HEC Montreal and get my Ph.D. »

Dr Benjamin Bœuf has another field he is passionate about: writing, culture and above all Nord-American cinema… everything that is related with entertainment. He illustrated his passion with working experiences at 20th Century Fox and Warner Bros. « I really would have liked to do my thesis on cinema because it is a passion. But I had to concentrate on a subject that was more in line with the expectations of such an exercise. My thesis was on: «The effect of a multi-brand environment on the effectiveness of sport sponsorship: studies of competitive interference and the variance of a portfolio ». I measured the efficiency of a portfolio of sport sponsorships on the behaviour of customers in terms of attitudes toward brands. »

The first semester was the opportunity for Dr. Benjamin Beef to provide a digital marketing module to second-year Master’s students from Montpellier Business School. « I found that they had high competencies with little gaps in their knowledge of social media and their impact. They are very creative and « articulated »… They have humility and the motivation to stand out. However, as they are used to the French teaching method and I still have to adapt my teaching approach to this new audience. »

Montpellier Business School congratulates Dr. Benjamin Beef for obtaining his Ph.D. and have no doubt that the second-year Master’s students already have new competencies that will help them to achieve their specialisation.

For a summary of his thesis:
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