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.