Lisa Penaloza KEDGE Business School, France

Lisa Peñaloza is Professor of Marketing, KEDGE Business School, Bordeaux, France. Over the past seven years here she has taught cultural branding strategy, qualitative research, and consumer culture in the marketing MS and the Executive DBA programs. Her prior academic position was Professor of Marketing and codirector of the InterAct Research Center at EDHEC, Lille, France. Prior to coming to France, she served as Associate and Assistant Professor of Marketing at the University of Colorado, Boulder. She is a former coeditor of Consumption, Markets, Culture, coeditor of Cultural Marketing Management (Routledge, 2nd ed. forthcoming) and the Routledge Companion to Ethnic Marketing (2015), and has produced two documentary films, Generaciones: Cultural Identity Memory and the Market (2004), and Inside the Mainstream: Credit and Debt in the White U.S. Middle class with Michelle Barnhart (2008). Her visual ethnographic research explores how consumers collectively produce identity and community in using products and services, organizing, and negotiating in markets and with civic institutions for cultural survival. She has taught doctoral seminars and held visiting scholar appointments in 13 nations. 

Selected journal publications include:
“Ethnic Marketing Practice and Research at the Intersection of Social and Market Development,” 2018, Journal of Business Research.

"Marketer Acculturation," with Mary Gilly, 1999, Journal of Marketing, 1999. "Atravesando Fronteras/Border Crossings," 1994, Journal of Consumer Research.

“Living U.S. Capitalism: The Normalization of Credit/Debt,” with Michelle Barnhart, 2011, Journal of Consumer Research. 

"Just Doing It:  Consumer Agency and Institutional Politics at Niketown,” 1999, Consumption, Markets, Culture.

“Consuming the American West,” 2001, Journal of Consumer Research, and “The Commodification of the American West” 2000, Journal of Marketing.

“The Agentic Body in Immigrant Maternal Identity Reconstruction” with Hyung Min, 2019, Consumption, Markets, Culture.

“Who are you calling old? Negotiating Old Age Identity in the Elderly Consumption Ensemble,” with Michelle Barnhart, 2013, Journal of Consumer Research.

“Mapping the Play of Organizational Identity in Foreign Market Adaptation,” with Julien Cayla, 2012, Journal of Marketing.

“Matriarchal Marketing,” with Linda Scott, 2006, Journal of Strategic Marketing. 

“Moments of Luxury: An unconventional approach to luxury experience,” with Jonas Holmqvist and Carlos Diaz Ruiz, forthcoming, Journal of Business Research.