Michael Antioco joined EDHEC Business School as Professor in Marketing in September 2013. Prior to joining Group EDHEC, Michael held a tenured faculty position at EMLYON Business School where he taught in Ecully (France) and Shanghai (China) and a visiting position at TIAS School for Business and Society , Tilburg University (the Netherlands). The broad area of his quantitative research is customer understanding wi th a particular focus on formulating practical recommendations for decision - making, product innovation, and marketing communications. He mainly carries out his research in the high - tech and luxury sectors . For his research, he has collaborated with firms s uch as Ion Beam Applications (IBA), ING Banking & Insurance, Philips, Lancel, and Printemps retailers , among others.

Customer/consumer understanding in the contexts of: 1. New Product Development /Innovation 2. Product feedback management, 3. Advertising responses / M arketing communications Methods: Survey, Linguistics Analysis, Quasi - Experiments, Quantitative Methods Sectors: FMCG, Luxury goods and high - tech products