Gerald LANG KEDGE Business Schoowl
Professor in the management Department Head of KEDGE Paris Campus Associate Researcher at Ecole Polytechnique
Paris(CRG)
EDUCATION
1999 Ecole Polytechnique (Paris)
"Du mode d'existence des modes managériales – Etude d'un cas de reengineering"
The Reality of Management Fashions – A Case Study on Reengineering
1995 University of Mainz (Germany)
Diplom-Volkswirt (Master's Degree in Economics)
EXPERIENCE AT KEDGE Business School Courses taught:
Institution -
Country Program Teaching field
Programme type Year Bachelor Master MBA Executive
Education KEDGE Retailing: Teaching Module Coordinator X since 2009 KEDGE International Project
Management: Teaching Module Co-Coordinator X since 2009 KEDGE Intercultural Management (English) X since 2006 KEDGE Change Management (English) X since 2006 KEDGE Strategies, Organization and International Development in Retailing
(French & English) X since 2009
KEDGE Retail Downstream Direct Supply Chain Operations X since 2012
KEDGE Retail Supply Chain Management
(English & French) X X since 2009 KEDGE Multi-Channel Retail (English & French) X X since 2008 KEDGE International Marketing
(English & French) X X 2008 Research fields:
Organization and Strategy in Multi-Channel Retailing Organization of creative processes
Intercultural Management Management Fashions
Strategy and Key Success Factors of German Small and Medium Enterprises (Mittelstand) OTHER PROFESSIONAL EXPERIENCE
2006 - 2008 Project Director – Direct Report to the group's COO
Definition and implementation of the global supply chain strategy - Reorganization of the international logistics and customer relationship activities
Set-up and implementation of the international multi-channel brand strategy
Kering Group (ex-PPR Group: Gucci, Puma, FNAC…)
Redcats Group – Retail and Distance Shopping branch: 3,7 b€ turnover, 18000 people
(La Redoute, Cyrillus, Ellos, The Sportsman's Guide, Jessica London…)
2004 - 2006 - Business Strategy and Development (Company Acquisitions, Repositioning) International Market Development for French and German companies
Independent Management Consultant, Paris
2001 - 2003 Strategy and Development Director – Direct Report to the President
Relaunch of Singer retail brand in France
- Development and implementation of a new marketing concept,
definition of a new product mix
Merger and integration of the group’s mail-order activities
Armand Frydman Group (Retail) 650 M€ turnover, 2 200 people; 750 shops; brands: Singer, Jacadi, Gérard Pasquier, Café Legal..., Paris
Implementation of a new sales strategy, relaunch of commercial activity with telemarketing provider
1996 - 2001 Bertelsmann Group, Paris and Munich 2000 – 2001 Strategy and Development Director,
Direct Report to the President Definition and implementation of a new growth strategy
- Enlargement of the product range and
improvement of the attractiveness of the different sales channels
Implementation of a new service sales concept in the retail shops
Definition of sales objectives, coordination of marketing and advertising activities France Loisirs 600 M€ turnover; 200 shops
1999 Senior Project Manager – Sales Division New organization in the retail shops to increase productivity of the vendors
- Definition of sales and merchandising organization, implementation of a new sales force planning tool
France Loisirs
1996 - 1999 Project Manager – Bertelsmann Buch AG, Paris and Munich
- Definition and implementation of European-wide purchasing synergies
International Benchmarking and Process Reengineering in CRM, fulfillment, logistics
OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH Positions held :
Since 2008 Professor in the Management department
- Management and
organization of the KEDGE BS Paris activities
- Academic representative for Parisian students and participants - Development of KEDGE BS Paris
Courses taught : Institution -
Country Program Teaching field
Programme type Year Bachelor Master MBA Executive
Education Notre Dame University Beirut - Lebanon (BEM double degree program) International Marketing (English) X since 2009 Notre Dame University Beirut - Lebanon (BEM double degree program) International Supply Chain Management (English) X since 2010
ESSCA - France Franco-German Intercultural Management (French) X 2006 PUBLICATIONS LIST ARTICLES AND BOOKS: • Articles (peer-reviewed) 2013 Annales des Mines – Réalités Industrielles National
Lang, G. (2013): Une spécificité allemande: Le Mittelstand, Annales des Mines-Réalités Industrielles, Août 2013, pp. 74-82. Academic / Professional 2013 Annales des Mines – Réalités Industrielles National Lang, G. / Mottis, N. (2013): Le Management à l'Allemande : un actif méconnu ? Annales des Mines-Réalités Industrielles, Août 2013, pp. 33-38. Academic / Professional 2013 Supply Chain Forum – International Journal International Lang, G. / Bressolles, G.(2013): Economic Performance and Customer
Expectation in e-Fulfillment Systems: A
Multi-Channel Retailer Perspective, Supply Chain Forum: An
International Journal, vol 14 n°1, pp. 16-26
Academic
2012 International Journal of Business and Management International
Lang, G. / Ohana, M. (2012): Are management fashions dangerous for organizations?, International
Journal of Business and
Management, Vol. 7, No. 20, 2012, pp. 81-89. DOI: 10.5539/ijbm.v7n20p81 Academic 2012 Revue de Droit Fiscal National Lang, G. / Pichet, E. (2012): La compétitivité fiscale du Mittelstand allemand : une leçon pour la France, Revue de Droit Fiscal, N° 14. 5 avril 2012, pp. 46-55 Academic 2012 SSRN Social Science Research Network International
Pichet, E. / Lang, G. (2012): The German Mittelstand and its Fiscal Competitiveness: Lessons for France (June 6, 2012). Translation from: La Revue de droit fiscal n°14, April 2012, pp. 46-55. Available at SSRN Accepted Paper Series:
http://ssrn.com/abstract=2081504 Academic • Other Articles 2013 Supply Chain Forum – International Journal International Lang, G. (2013): Lego – Consolidated Distribution – Comments on the case study, Supply Chain Forum: An
International Journal, vol 14 n°1, pp. 4849 Academic 2013 Al-Iktissad Wal- Aamal AlLoubnaniah International
Lang, G. (2013): SMEs and the barriers to e-commerce, Al-Iktissad Wal-Aamal Al-Loubnaniah, Issue no. 55, 15 Sept - 15 Oct 2013
Professional 2012 Les entreprises allemandes en France / Deutsche Unternehmen in Frankreich International
Lang, G. / Bousselmi, J. / Seidel-Lauer, A. (2012): Les entreprises allemandes en France – Situation de l’activité économique,
prévisions et facteurs de réussite pour la période 2012-2015 / Deutsche Unternehmen in Frankreich –
Geschäftslage, Erwartungen und Erfolgsfaktoren 2012- 2015, AHK-CFACI Deutsch-Französische Handelskammer Paris, Octobre 2012.
Professional
2012 The Franchise Magazine MENA International
Lang, G. (2012): Major Trends and Innovations in Retailing, The Franchise Magazine MENA, July – August 2012, pp. 22-24. Professional 2005 Repreneur National
Lang, G. (2005): "La transmission – Quel marché !", Repreneur No. 104 - 2005, p.21-22 (Coordinated by H. Bouchikhi –
Professeur of Strategy at ESSEC)
Professional
• Books or chapters in books
2010 International Bressolles, G. / Durrieu, F. / Lang, G.: Wein im Web – Kundensegmente und deren Erwartungen an den OnlineWeinhandel (Wine on the Web: Customer Segments and their expectations regarding online wine sales), In: Fleuchaus, Ruth & Arnold, René (editors): Weinmarketing im 21. Jahrhundert – Forschung für die Praxis, Gabler Verlag, Wiesbaden, 2010.
Academic
• Journal reviewing / Editorial board member of journals
since 2013
Global Business and Organizational Excellence
(Wiley) - Editorial Board Member International Academic
2011-2012 Service Business – An International Journal International Academic
2010 Logistique & Management National Academic
since
2009 Supply Chain Forum: An International Journal International Academic
• Other Academic Activities
- Member of the Scientific Committee, 8th International Research Conference in Logistics and Supply Chain Management (RIRL 2010), Bordeaux, 29 Sept - 1 Oct 2010.
- Issue Editor of Annales des Mines-Réalités Industrielles, L'Allemagne – un modèle pour l'industrie française, August 2013
CONFERENCES:
• Conferences (peer-reviewed) 2014 Australian & New
Zealand Marketing Academy
(ANZMAC)
International Bressolles, G./ Lang, G.: Proposing key performance indicators for performance measuring of
e-fulfillment systems in multi-channel retailing, ANZMAC 2014,
Griffith University, Brisbane (Australia), 1-3 December 2014 2014 17e Colloque international Etienne Thil - commerce et consommation National
Bressolles, G. / Lang, G.: Proposing key performance indicators for performance measuring of
e-fulfillment systems in multi-channel retailing, 17e Colloque international Etienne Thil - commerce et
consommation, Université Paris Dauphine, Paris, 16-17 October 2014 Academic 2014 9th Organization Studies Workshop (OS Workshop)
International Paris,T. / Lang, G. / Massé, D.: Creative symbiosis as resistance strategy to liberate creative processes. 9th
Organization Studies Workshop, Corfu, Greece, 22-24 Mai 2014.
Academic 2013 3rd Interreg Conference in partnership with Journal of Business Research
International Paris,T. / Lang, G. / Massé, D.: Creative
Symbiosis as Response to Structuring
Principles of Creative Processes. 3rd Interreg Conference "Creative industries: think tanks for innovative practices in management, strategy and organization, Deauville, 7-8 November 2013. Academic 2013 European Academy of Management (EURAM)
International Paris,T. / Lang, G. / Massé, D.: Aesthetic-oriented
entrepreneurship: A case-study in the perfume industry. 2013 EURAM Conference, Istanbul, 26-28 June 2013. (proceedings) Academic 2013 5th International Symposium on Process Organization Studies (PROS)
International Paris,T. / Lang, G. / Massé, D.: Challenging the rules to drive emergence of novelty: The case of an entrepreneur in the perfume industry. Fifth International Symposium on
Process Organization Studies (PROS) Crete, Greece, 20-22 June 2013. 2013 European Marketing Academy (EMAC)
International Lang, G. / Bressolles, G.: e-Fulfillment systems in multi-channel retailing: Customer expectations
and economic performance. European Marketing Academy EMAC, 42nd annual conference, Istanbul, Turkey, 4-7 June 2013. (proceedings) Academic 2013 8th Organization Studies Workshop (OS Workshop)
International Lang, G. / Paris, T.: The day to day life of creation: Modelling
collective processes in creative industries. 8th Organization Studies Workshop,
Mykonos, Greece, 23-25 Mai 2013
Academic 2010 The International Association of Research in Logistics (AIRL): RIRL 2010
International Lang, G.: Multi-Channel Retail Supply Chain Management: Fulfillment systems in Multi-Channel Retailing - Customer Expectations and Economic Performance, 8th International
Research
Conference in Logistics and Supply Chain Management (RIRL 2010), Bordeaux, 29 Sept– 1 Oct 2010. (proceedings) Academic Other Conferences 2013 BIFEX – Lebanese Franchise Association
International Lang, G.: International Development of Franchise Brands, BIFEX Conference, Beirut, 17-18 April 2013 Professional 2012 Fédération Française de la Franchise
National Colloque franchiseurs-franchisés E-commerce et franchise :
Complémentarité ou
Antagonisme ? Introduction et Présidence du colloque, 26 juin 2012.
Professional /
Academic
(proceedings) 2012 BIFEX – Lebanese Franchise Association
International Lang, G.: "E-commerce trends: mcommerce and social media", BIFEX Conference, Session 4: New
Trends Bringing the Customer Closer, E & M Commerce, Social
Media; Beirut, 23-24 May 2012 Professional 2011 Agrar- und Ernährungsökonomisches Kolloquium
Universität Kiel - Germany
International
Lang, G.: "Multi-Channel Retail:
Customer Expectations and Economic Performance" Agrar- und
Ernährungswissenschaftliche Fakultät Agrar- und
Ernährungsökonomisches Kolloquium Sommersemester 2011, 10 May 2011 Academic
• Other academic intellectual contributions (Session chair in major conferences – Speaker/discussant or organizer of round tables & symposia)
2013
Classe Export Lyon 2013
International
Lang, G.: "L’Allemagne comme marché d’exportation et le rôle des fournisseurs de services logistiques", Table ronde "Logistique en Allemagne, un service
'deutsche Qualität'", 26 novembre 2013 Professional 2011 La distribution multicanal: Le management des différents canaux de distribution et leurs modèles d’affaires respectifs, Conférence de la Chaire Innovation et
National Benghozi, P-J. / Lang, G.: "La distribution multi-canal : ventes en magasin et ventes en ligne. Le management des différents canaux de distribution et leurs modèles d’affaires respectifs", Introduction à la Conférence de la Chaire Innovation et
Régulation, 3 novembre 2011
Academic / Professional
Régulation des Services Numériques (IRSN) 2011 "Mittelstand et entreprises familiales : un succès sans frontières - Défis et perspectives en France et en Allemagne" Chambre Franco- Allemande de Commerce et d'Industrie (CFACI).
National Lang, G./ Genton, D.: "Mittelstand et entreprises familiales - une tentative de comparaison…" Présentation et discussion table ronde,
31 mars 2011
Professional
2008 DevCom Bordeaux Aquitaine
National "Comment doper le potentiel de négociation commerciale de vos forces de ventes", Round table, DevCom Bordeaux Aquitaine, CCIB - Bordeaux
Chamber of Commerce and Industry,23
September 2008
Professional
WORKING PAPERS AND WORKSHOPS: • Working papers 2012 Ecole Polytechnique, Telecom ParisTech, Orange Chair Innovation & Regulation in Digital Services
International Lang, G.: "Multi‐Channel Retail - How do retailers adopt the recent developments linked to internet and e‐commerce and the changing expectations of their customers towards multi‐ channel retailing?", Position Paper, Chair Innovation & Regulation in Digital Services, April 2012" http://innovationregulation2.telecom- paristech.fr/wpcontent/uploads/2013/04/Gerald-Lang-
Position-Paper-MULTI-CHANNEL-RETAIL2012.pdf
• Faculty workshops or research seminars 2012 Ecole polytechnique Centre de recherche en Gestion PREG-CRG
National Workshop Working Papers: Multi-Channel Retail, 1 October 2012 2011 Université de Rennes I - France IGR-IAE, School of Business Administration – CREM
National Faculty Workshop Management-Marketing 18 January 2011
From 2006 Ecole de Paris de Management
National Seminars "Creative Industries"
From 1997 Ecole de Paris de Management
National Conferences "Vie des Affaires"
SUPERVISION OF DOCTORAL RESEARCH:
Ecole doctorale de l'Ecole Polytechnique Paris:
Tutor of Doctoral Candidate Anh Thu LE. Thesis director: Pierre-Jean Benghozi Doctoral Thesis: "Le processus d’achat en ligne : le rôle des sites comparateurs dans le secteur de tourisme"
ASSOCIATIONS MEMBERSHIP:
2013 EURAM European Academy of
Management International Academic
Since
2013 EGOS
European Group of Organizational
Studies International Academic
PEDAGOGICAL ACTIVITIES: • Teaching material CCMP (French Version) The Case Centre (English Version) HEC-S32U 814-001-1
Paris, T., Lang, G.: "Liberté pour les nez" - Strategy of challenging the rules of an Industry in order to foster creativity (+Video DVD) MSc (ESC) HEC Paris The Case Centre (ex ECCH)
609-036-1 Lang, G.: "World Editions – International Purchasing Synergy Project" ESC, MS International Purchasing (MAI) Arizona State University, USA University of Greenwich, UK University of Applied Sciences Vienna, Austria ESC Rennes, France
Aalto University Helsinki, Finland
• Other teaching material
Dentalag: Change Management: Restructuring and lay-offs
MSc Global Supply Chain Management (ISLI) Chic & Trendy: Global Supply
Chain Approach
MSc Global Supply Chain
Management (ISLI), MSc International Business Beirut (MACI Beirut)
Fanartoo: Distribution Centre Localization: Country Choice
MSc Global Supply Chain Management (ISLI) Feel at home: Change
Management in a Family-owned group
MSc (ESC)
• Other activities (Supervision of Master or MBA thesis / Internships / Other activities non defined above)
BEM Bordeaux Management School
Supervision of 4 Master theses and 6 company missions at ISLI Global Supply Chain MS (English and French) Supervision of 15 Master theses and 18 company internships at ESC (French)
Supervision of 6 Master theses at MACI International Business MIB (German and English) Supervision of 5 MBA theses at MBA/MIB of NDU Beirut/Lebanon (English)
Supervision of 5 internships at EBP International MSc (German) Supervision of 2 internships at MIM Master in Management (French) PROFESSIONAL ACTIVITIES:
• Other professional activities (Interviews, professional conferences participation)
- G. Lang: Le management interculturel n’est pas une science exacte, mais une capacité à s’adapter, Fonds Stratégique d'Investissement (FSI) - France Investissements, Interview, 25 October 2011.
- Forum SCM: "e-commerce: une logistique à part ?" (ESCP Europe, July 2010)
- Journées Nationales du Marketing (ADETEM, December 2008)
- Cité du commerce et de la Consommation (ESCP-EAP; November 2008) OTHER PERSONAL INFORMATION
