Prof. Lisa Peñaloza Kedge Business School, France

Lisa Peñaloza joined Kedge Business School in Bordeaux, France, fall 2012. Previous academic positions include the University of Colorado in the U.S. and EDHEC Business School in France, as well as visiting scholar appointments in ten other countries. Her research and teaching interests emphasize the use of qualitative methods for... read morebetter understanding the complex interplay of cultural signification and economic valuation in families, communities, and organizations. Recent studies include the negotiation of identity among elderly consumers (with Barnhart), the importance of organizational identity in international marketing strategy (with Cayla), trust in rural buyer-seller relationships in India (with Abdul), the normalization of credit among U.S. consumers (with Barnhart), the bittersweet role of remittances in Mexican transnational families (with Cavazos Arroyo), and the nature of value co-creation in sustainable businesses (with Mish). Her work has been published in such journals as the Journal of Marketing; Journal of Consumer Research; Consumption, Markets, Culture; and Marketing Theory. She has served as former editor of the journal, Consumption, Markets, Culture and coedited the MBA text, Marketing Management: A Cultural Approach. She has produced two films, Generaciones: Cultural Memory, Identity, and the Market and Inside the Mainstream: Credit in the U.S. White Middle Class (with Barnhart), and written a one act play, Dinner with Marx and Baudrillard.