Insaf KHELLADI is an Associate Professor of marketing at EMLV Business School (Paris). She holds a PhD in Management (University of Côte d’Azur), an MBA in Global Finance (IAE Nice), and a BA in financial economics (Algiers University). She has an extensive teaching experience (undergrad/Master/MBA/DBA levels). She published in journals such as JBR, TFSC, IEEE Transactions on Engineering Management, International Marketing Review, Journal of Technology Transfer.