Wided Batat


Wided Batat is a Professor of Marketing at EM Normandie Business School & University Lyon 2 and Head of the Marketing Department. She is also co-founder of B&C Consulting Group, a market research and consumer insights company specializing in experiential and digital marketing. Her research focuses on innovation and disruption from a customer experience perspective. She is also the author of Experiential Marketing: Consumer Behavior, Customer Experience, and The 7Es (Routledge, 2019). Follow her on Twitter @widedbatat.

Digital Virtual Human

Getting Phygital with Consumers

by Issue: March/April 2021

Most digital transformations ignore the real opportunity to take customer experience to a whole new level.
A picture of a woman on the beach.

The Business of Recovery

by Issue: July/August 2020

When facing major disruptions, firms need to embark on a born-again journey of self-discovery and healing similar to the mental health recovery process.