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Department
Département
Communication, culture & languages
Teaching areas
Domaine d’enseignement
Marketing
Communication Culture and languages
Research areas
Domaine de recherche
Marketing
Innovation and Entrepreneurship
Skills
Culture
Marketing
Corporate Social Responsibility
Management
Art
Biography
Biographie
After developing a rich academic career of 20 years as a marketing professor in various UK universities (Strathclyde, Sheffield Hallam, Kingston University), Catherine was recruited as Associate Professor in Marketing at Audencia Business School in France in 2013. From 2016 to 2019, she was the Course Director of the Msc Management and Entrepreneurship in the Creative Economy that she designed with the Glasgow School of Art (UK).
Her PhD (earned at the University of Sheffield, UK) was on the subject of corporate support of the arts, exploring the reasons which, beyond PR, would motivate a private business to support arts and cultural institutions. Her research interest is still about the relationships between art and business but has grown to include work on entrepreneurs in the Cultural and Creative Industries. Her four years' experience as Head of the Marketing dept at Sotheby’s Institute of Art in London has also enabled her to expand her knowledge of the contemporary art market.
As a lecturer, Catherine is dedicated to new ways of teaching that hybridize art, design and management studies. This has led to her engagement in securing European Funding (Erasmus + ) for 2 distinct educational projects :
Artist Led Learning Project (Erasmus + KA2 - Cooperation for Innovation and the Exchange of Good Practices). Consortium of 6 academic partners
EU lab Project (Erasmus + KA 226 - Partnerships for Digital Education Readiness in the Field of Higher Education). Consortium of 4 academic partners
Diplomas
Diploma in Training Management
University of Strathclyde, Glasgow
Philosophiae Degree, Marketing
University of Sheffield, Sheffield
(2003)
MA in International Marketing and Languages (English and German)
Université d'Amiens, Amiens
(1987)
BA Hons in Modern Languages (English and German)
Université de Valenciennes, Valenciennes
(1986)
Experiences
Head of Marketing Teachings (Bachelor)
Audencia Business School, Nantes
2021 - 2022
Head of Programme, Communication, Culture & Languages Department
Audencia Business School
2017 - 2020
Director of MA Creative Industries and the Creative Economy
Kingston University, Londres
2009 - 2013
Professor-Researcher in Arts Marketing
Sotheby's Institute of Arts, Londres
2005 - 2013
Professor-Researcher in Marketing
Audencia Business School
2003 - 2005
Senior Lecturer in marketing
Sheffield Hallam University, Sheffield
1993 - 2002
Lecturer in marketing
University of Strathclyde, Glasgow
1989 - 1993
Other experiences
Audencia Board Member
Audencia Business School, Nantes
2021 - 2024
Visiting out
2021 - 2021
University of Limerick, Ireland : T&L research visit
2018 - 2024
Sotheby's Institute of Arts, : Visiting lecturer
Publications
Published
RYAN A., MOREL C., GOODMAN J., HERMES J., REHMAN M., CELINE LOUCHE C., KERÄNEN A., JUNTUNEN M., (2025). Learning to Learn Differently: Studio-Based Education for Responsible Management.
International Journal of Management Education (IJME), 23 (3), 101177
MOREL Catherine, (2005). Can French corporations ever become legitimate cultural partners?.
International Journal of Cultural Policy, 11 (2), 199-213
MOREL Catherine, (2003). Cultural democratisation in France: The business of business?.
Modern and Contemporary France, 11 (1), 21-32
MOREL, C. (2025). Are art fairs still a metaphor for the art world? (2nd ed.). In Fillis, I.; Kirchner, T.; Lee, B. (Eds.), The Routledge Companion to Arts Marketing. New York: Routledge.
MOREL, C., MAIRESSE, P. (2022). From simulation to dissimulation. Addressing the dark side of marketing through art and fiction. In T. Chemi & A. Neilson (Ed.), The Pedagogy of the Moment: Building Artistic Time-Spaces for critical-creative learning. Allborg University Press.
MOREL, C. (2013). The art fair as a metaphor of the art world., The Routledge Companion to Arts Marketing. Routledge.
STERVINOU S., GULARI N., MOREL C., (2025). “Are you scared of falling?” Performing Alternative Organising, from Principles to Practices- The Case of a Circus.
MOREL C., LE PENDEVEN B., LEBOEUF G., (2024). Are reward-based crowdfunding platforms fostering cultural democracy?.
MOREL C., LE PENDEVEN B., (2024). Are reward-based crowdfunding platforms fostering cultural democracy?.
MOREL C., STERVINOU S., (2023). Repenser la coopérative et en repousser les limites : l'exemple des coopérateurs des Industries Culturelles et Créatives.
LE PENDEVEN B., MOREL C., LEBOEUF G., (2022). Does the digitalization of entrepreneurial finance democratize entrepreneurship?.
LE PENDEVEN B., MOREL C., LEBOEUF G., (2021). Does the digitalization of entrepreneurial finance democratize entrepreneurship?.
MOREL C., RYAN A., DEVERELL A., LOUCHE C., GOODMAN J., HERMES J., KERÄNEN A., O'DOWD R., (2021). Challenge-based Virtual Mobility to address the Sustainable Development Goals: Introducing EULab.
MOREL C., (2021). From simulation to dissimulation: how How to develop critical thinking amongst students through the use of fiction.
MAIRESSE P., MOREL C., RYAN A., (2020). Creative social interactions as dis-placement in liminality: a study of a creative network..
JOHNSON M. P., MOREL C., SMITH M., (2020). Amplifying Stories of Untapped Value in Regional Creative Ecologies.
MAIRESSE P., MOREL C., (2018). Managing the relation between routines and creativity.
KNIGHT Helena, RYAN Annmarie, MOREL C., (2018). Value co-creation in arts and business collaborations: integrating the end beneficiary voice.
RYAN Annmarie, MOREL C., LUONILA Mervi, (2018). Place, Branding and Cities of Culture: considering the role of business engagement.
RYAN Annmarie, MOREL C., LUONILA Mervi, TAHTINEN Jaana, (2017). Narrating City Futures: on the formation of sponsorship networks and their roles in realising the tourism benefits of hosting mega cultural events.
MOREL Catherine, (2016). The relationships between the new professional corporate collectors and the contemporary art market.
BILLIER Dominique, LE RENDU-LIZEE Carole, MOREL Catherine, STERVINOU Sandrine, (2016). Collective entrepreneurship in the French Cultural and Creative Industries: The pros and cons of cooperatives.
STERVINOU S., BILLIER D., LE RENDU-LIZEE C., MOREL C., (2016). Collective entrepreneurship in the French Cultural and Creative Industries: The pros and cons of cooperatives.
BILLIER Dominique, LE RENDU-LIZEE Carole, MOREL Catherine, STERVINOU Sandrine, (2015). Mutualisation et coopération : oeuvrer autrement dans la culture.
LE RENDU-LIZEE Carole, MOREL Catherine, STERVINOU Sandrine, (2015). Entreprendre dans la culture: expérimentations collectives.
MOREL Catherine, GOMBAULT Anne, PECHEUX-LIVAT Florine, (2015). Cultural patronage and sponsorship in France: the new pragmatism of cultural organisations.
MOREL Catherine, (2015). Corporate Support of the Arts in France, A local affair?.
MOREL C., GOMBAULT Anne, LIVAT PÉCHEUX Florine, (2015). Corporate support of the arts in France; a local affair?.
LIVAT-PECHEUX F., GOMBAULT Anne, MOREL Catherine, (2014). Corporate Patronage and Sponsorship of the arts: evidence from French Firms.
MOREL Catherine, (2014). Contemporary art fairs: market places and experiential spaces.
MOREL Catherine, (2008). Whistler while at work. On the role of art collections in corporate identity and HR management.
GIRARD Carine, MOREL Catherine, (2006). Mécénat et actionnariat : le cas TOTAL.
GIRARD Carine, MOREL Catherine, (2006). Individual shareholders’ perceptions of corporate social responsibility as a segmentation tool.
MOREL Catherine, (2005). Enjeux et limites : le mécénat comme élément de la diplomatie culturelle de l’entreprise ?.
MOREL Catherine, (2004). Will businesses ever become legitimate partners in the financing of the arts in France?.
MOREL Catherine, (2004). Les entreprises et la culture en France : une affaire d'Etat ?.
MOREL Catherine, (2004). Brand positioning through art event sponsorship: Can a US soft drink multinational successfully position itself as a credible art supporter in France?.
MOREL Catherine, (2004). Animation d'une table ronde : le mécénat est-il à la portée de tous les établissements ?.
MOREL Catherine, (2003). Can French corporations ever become legitimate cultural partners?.
STERVINOU S., MOREL C., (2025). Galapiat Cirque. La coopérative qui ose le risque..
CCMP
MOREL C., REED H., (2025). Embracing New Markets, the Georgian Wine Industry at a Crossroads.
European Clearing Case House (ECCH)
STERVINOU S., MOREL C., (2023). Côteaux Nantais: Harvesting the fruits of an alternative culture..
CCMP
STERVINOU S., MOREL C., (2022). Côteaux Nantais - Récolter les fruits d'une culture alternative.
CCMP
STERVINOU S., MOREL C., (2021). SCOP Moulin Roty : comment se jouer des difficultés pour se développer.
CCMP
MOREL C., STERVINOU S., (2021). SCOP Moulin Roty: The cooperative that plays with difficulties.
CCMP
STERVINOU S., MOREL C., VACHERET Eliane, (2018). BlaBlaCar, un développement le pied au plancher (Version digitale; en français et en anglais).
CCMP
STERVINOU S., MOREL C., (2016). BlaBlaCar : se développer, le pied au plancher!.
CCMP
HERMES J., KERÄNEN A., JUNTUNEN M., RYAN A., GOODMAN J., MOREL C., (2023). White Paper: The EULab Education Programme: Innovative Pedagogy to Address the Challenges of Sustainability and Digitalization Transitions.
Press articles
MOREL C., MAIRESSE P., (2018). The art of management.
Arts Professional
MOREL C., (2017). Creative Accounting.
Economia. Journal of the ICAEW
MOREL Catherine, (2015). Expert: art collectors make money on exceptional terms.
Russia Business
MOREL C., (2015). Nos musées ont fait leur révolution marketing.
Challenges
MOREL C., (2015). L'entreprise collectionneuse d'art et d'artistes.
The Conversation
MOREL C., (2010). I want to challenge the idea of creativity.
The Independant (UK)
Professional conference
MOREL C., (2023). Connecting blended mobility, innovative pedagogies and sustainability.
MOREL C., (2020). Quelles sont les opportunités offertes par les nouveaux modes de consommation culturelles.
MOREL C., LE RENDU-LIZEE C., (2018). Etre ou devenir entrepreneur culturel. Question d'identité pour l'artiste?.
MOREL C., (2018). Sonic Flâneurs: feeling the creative city.
MOREL C., (2017). Université Jules Verne, MEDEF.
Scientific activities
Reviewer for an academic journal
Reviewer HEC Montréal - IJAM International Journal of Arts Management
2024
Reviewer Arts and the market - Emerald
2023
Awards and honors
Erasmus + KA 226 Partnerships for Digital Education Readiness in the field of Higher Education (KA226), 2021
Erasmus + KA2 - Cooperation for Innovation and the Exchange of Good Practices, 2019
Prix des Meilleurs Cas CCMP 2018, 2018
Prize of Top case studies, 2017
Doctoral supervision
(2015) Monika Musial : EXPLORING THE ORGANIZING OF WORK FOR CREATIVE INDIVIDUALS The paradox of art and business in creative industries.