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Department
Département
Communication, culture & languages
Teaching areas
Domaine d’enseignement
Marketing
Culture
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
Section CV
Education
Philosophiae Degree, Marketing
University of Sheffield, Sheffield 2003The evolution of corporate support of the arts in France
MA in International Marketing and Languages (English and German)
Université d'Amiens, Amiens 1987BA Hons in Modern Languages (English and German)
Université de Valenciennes, Valenciennes 1986Diploma in Training Management
University of Strathclyde, GlasgowExperience
Head of Marketing Teachings (Bachelor)
Audencia Business School, Nantes, France 2021 - 2022Head of Programme, Communication, Culture & Languages Department
Audencia Business School, France 2017 - 2020Director of MA Creative Industries and the Creative Economy
Kingston University, Londres, Great Britain 2009 - 2013Professor-Researcher in Arts Marketing
Sotheby's Institute of Arts, Londres, Great Britain 2005 - 2013Professor-Researcher in Marketing
Audencia Business School, France 2003 - 2005Senior Lecturer in marketing
Sheffield Hallam University, Sheffield, Great Britain 1993 - 2002Lecturer in marketing
University of Strathclyde, Glasgow, Great Britain 1989 - 1993Other experience
Audencia Board Member
Audencia Business School, Nantes, France 2021 - 2024Publications
In progress
MAIRESSE, P., KAPSALI, M., MOREL, C., RYAN, A. (2020). Speak like no one is judging. The role of artistic interventions in generating liminal interactions between managers and artists working in transdisciplinary settings. Human Relations
Published
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., MAIRESSE, P. (2022). From simulation to dissimulation. Allborg University Press
MOREL, C. (2013). The art fair as a metaphor of the art world. Routledge
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?.
RYAN, A., DEVERELL, A., MOREL, C., 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?.
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 conferences
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.
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
Since 2011, Monika Musial : EXPLORING THE ORGANIZING OF WORK FOR CREATIVE INDIVIDUALS The paradox of art and business in creative industries, University of Eastern Finland, Finland