EDUCATION AND DEGREES

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1 LECAT Benoît Belgian Groupe ESC Dijon-Bourgogne, 29, rue Sambin F Dijon, FRANCE Phone: +33 (0) Permanent Professor Department of Wine Management School of Wine & Spirits Business EDUCATION AND DEGREES 2006 PhD in Management (Marketing) FUCAM LOUVAIN School of Management, UCL Campus of Mons, Belgium Université Robert Schuman, Strasbourg 3, France 2000 Master in Marketing Graduate School of Business Studies KUL (Catholic University of LEUVEN), Belgium 1999 Master in Political Science (with High Honours) 1998 Postgraduate degree in Bank Management (Diplôme d Etudes Spécialisées en Management, orientation Gestion Bancaire), (with Honours) 1997 Master in Management, (with Honours) 1997 Certificate in Human Resources Management (with High Honours) 1995 Bachelor in Management Academic activities WORK EXPERIENCE Professor in Marketing Burgundy School of Business, Dijon, France Assistant Professor, Marketing Department HEC Genève, Université de Genève, Switzerland Director, Master of Science in Business Administration and Induction Program in Business Administration HEC Genève, Université de Genève, Switzerland Academic coordinator, Master of Science in Business Administration and Induction Program in Business Administration HEC Genève, Université de Genève, Switzerland Research Assistant of Professor A. Bultez, Head of CREER FUCAM, Catholic University of MONS, Belgium Doctoral student CIFRE Fellow

2 Professional experience Market Researcher on Customer Relationship Management (CRM), location of outlets and design of bank services CNCM, Confédération Nationale du Crédit Mutuel, France Teaching interests - Sales Fundamentals - Distribution Systems - Distribution Strategies - Strategic Marketing - Wine Market - Wine Distribution - Grapes and Wines of the World - Wine Operational Marketing TEACHING Teaching languages - French - English Levels of teaching - Bachelor - Master - Specialized Master SCIENTIFIC ACTIVITIES School of Wine & Spirits Business Burgundy School of Business, Dijon, France Research interests - Pricing and promotion in the Wine sector - Marketing of luxury goods Intellectual contribution References from 2007 to 2014 Scholarly articles in refereed journals Pelet, J-E., Lecat, B. (2012) "Enhancing learning and cooperation through digital virtual worlds", International Journal of Virtual and Personal Learning Environments, vol. 3, n 2, pp Orth, U., Stöckl, A., Veale, R., Brouard, J., Cavicchi, A., Faraoni, M., Larreina, M., Lecat, B., Olsen, J., Rodriguez- Santos, C., Santini, C., Wilson, D. (2012) "Using attribution theory to explain tourists' attachments to place-based brands", Journal of Business Research, vol. 65, n 9, pp

3 Lecat, B. (2008) "Comment promouvoir son pays, sa région ou sa ville auprès des investisseurs étrangers? Identification des critères d implantation et de leur importance par l entremise du marketing public", Reflets et Perspectives de la vie économique, Tome XLVII, vol. 2, pp Book chapters Stöckl, A., Lick, E., Cavicchi, A., Lecat, B., Moreno, A., Santini, C., Treiber, B. (2014) "The drink driving dilemma in connection with food and wine events: a cross-national evaluation of best-practice solutions from the Generation Y s point of view", in Cavicchi, A., Santini, C., Food and Wine Events in Europe. A stakeholder approach, Taylor & Francis Group, Routledge Advances in Event Research Series, Oxford, Royaume-Uni. Lecat, B. (2011) "Chapter Sales", in Straub, T., Einführung in die Allgemeine Betriebwirtschaftslehre, Pearson Deutschland, pp Lecat, B., Ruhdorfer, F., Shibib, W. (2011) "Chapter Marketing", in Straub, T., Einführung in die Allgemeine Betriebwirtschaftslehre, Pearson Deutschland, pp Papers in academic conferences Stoeckl, A., Lick, E., Cavicchi, A., Santini, C., Moreno-Melgarejo, A., Lecat, B. (2013) "The drink-driving dilemma in connection with food & wine events: an evaluation of best practice solutions", Tourism & Management Studies International Conference, Olhão, Portugal, novembre Chapuis, C., Charters, S., Lecat, B. (2013) "Special Session on Terroir and Wine Marketing Global Perspectives", 42 th Academy of Marketing Science (AMS) Annual Conference, Monterey, Californie, mai Lecat, B. (2013) "Special Session on Innovation and Wine Marketing, session chaired by Anthony Chan", 42 th Academy of Marketing Science (AMS) Annual Conference, Monterey, Californie, mai Pelet, J.-E., Lecat, B., (2013) "Positive Influence of M-Commerce and GPS on the Group Purchase of Wine for Y- Generation", 42 th Academy of Marketing Science (AMS) Annual Conference, Monterey, Californie, mai Lecat, B. (2013) "The perception of price premium policy for Single Malt Scotch whisky by consumers: Is there a tradingup phenomenon within the industry?", 42 th Academy of Marketing Science (AMS) Annual Conference, Monterey, Californie, mai Chapuis, C., Charters, S., Lecat, B. (2013) "Is terroir just a conveniently untranslatable French term? Part 1: the case of France ", 4 th Joint Research Conference, Dijon, France, 24 juin Farrell, T., Lecat, B. (2013) "An International Comparative Analysis of Stakeholders' Perceptions of Alcohol Marketing Regulations (Phase 1)", 4 th Joint Research Conference, Dijon, France, 24 juin Chapuis, C., Lecat, B. (2012) "The invention of a food & wine tradition in Burgundy: the influence of some major Burgundian figures", International Conference on Innovation & Trends in Wine Management, Dijon, France, 22 juin Stoeckl, A., Lick, E., Moreno-Melgarejo, A., Lecat, B., Cavicchi, A., Santini, C. (2012) "The Drink-Driving Dilemma in Connection with Food & Wine Events: A Cross-Country Case Study on Stakeholders Views", International Conference on Innovation & Trends in Wine Management, Dijon, France, 22 juin Farrell, T., Lecat, B. (2012) "An international comparative analysis of stakeholders' perception of alcohol marketing regulations", 3 rd Joint Research Conference, Oxford, Royaume-Uni, 30 mai Chapuis, C., Lecat, B. (2012) "Case study on food and drink cultures in Burgundy", 3 rd Joint Research Conference, Oxford, Royaume-Uni, 30 mai Pelet, J-E., Lecat, B. (2012) "Will Digital Consumption based upon Social Network Systems and Mobiles help to close Producers of Wine to Y-Generation?", 15 ème Colloque Etienne THIL, Lille, France, novembre Pelet, J-E., Lecat, B. (2012) "Y-Generation behavior on social networks systems: towards an alternative distribution channel to attract wine buyers", Journée de Recherche sur la Consommation Digitale, Paris, France, 29 novembre 2012.

4 Pelet, J.-E., Lecat, B., Papadopoulou, P. (2011) "Enhancing learning and cooperation through digital virtual worlds", International Conference on Education, Research and Innovation, Le Caire, Egypte, octobre (IPEDR vol.18 (2011), IACSIT Press, Singapore) Chapuis, C., Lecat, B. (2011) "Wine Climates in Burgundy and holy names: will the consumer be influenced by religion?", Conference on Religion as brands, the marketization of religion and spirituality, Lausanne, Suisse, octobre Franchetti, F., Lecat, B. (2011) "BeauneTheoreom.com: how to make the wine tasting axioms more understandable?", 6 th International Conference of the Academy of Wine Business Research, Bordeaux, France, 9-10 juin Franchetti, F., Lecat, B. (2011) "The Theorem of Beaune: how to make the wine tasting axioms more understandable?", 2 nd Joint Research Conference, Dijon, France, 10 mai Lecat, B., Pelet, J.E. (2011) "The behavior of the Y-Generation vis-à-vis wine consumption and wine purchase thanks to Digital Social Networks", 6 th International Conference of the Academy of Wine Business Research, Bordeaux, France, 9-10 juin Orth, U., Stöckl, A., Brouard, J., Cavicchi, A., Faraoni, M., Larreina,M., Lecat, B., Olsen, J., Rodriguez-Santos, C., Veale, R., Wilson, D. (2011) "The role of tourism experiences in attaching consumers to regional brands", 6 th International Conference of the Academy of Wine Business Research, Bordeaux, France, 9-10 juin Best paper award. Pelet, J.E., Lecat, B. (2011) "Can Digital Social Networks enhance the selling of wine from Burgundy?", 6 th International Conference of the Academy of Wine Business Research, Bordeaux, France, 9-10 juin Knecht, L., Lecat, B., Paulssen, M. (2010) "Wine Price Function and its variables", 5 th International Conference of the Academy of Wine Business Research, Auckland, Nouvelle-Zélande, 8-10 février Lecat, B. (2010) "How does the Belgian Wine Industry Work?", 5 th International Conference of the Academy of Wine Business Research, Auckland, Nouvelle-Zélande, 8-10 février Knecht, L., Lecat, B., Paulssen, M., (2010) "Wine Hedonic Price Function: The Case of Bordeaux Wines", 1 st Joint Research Conference, Oxford, Royaume-Uni, 26 mai Lecat, B., Muller, B., Smit, W. (2010) "Le phénomène de rareté dans l industrie du luxe : Comment l offre limitée influence la perception et la consommation des produits de luxe? Étude de 4 secteurs : L industrie horlogère, le prêt-à-porter, les stylos et le champagne", 15 e Journées de Recherche en Marketing de Bourgogne, Dijon, France, novembre Orth, U., Stöckl, A., Brouard, J., Cavicchi, A., Faraoni, M., Larreina,M., Lecat, B., Olsen, J., Rodriguez-Santos, C., Veale, R., Wilson, D. (2010) "Having a great vacation and blaming the wines : an attribution theory perspective on consumer attachments to regional brands", Academy of Marketing Science conference (consumer behavior track), Portland, Etats- Unis, mai Lecat, B. (2009) "Quelle stratégie de distribution pour une montre de luxe? Une étude exploratoire", 14 e Journées de Recherche en Marketing de Bourgogne, Dijon, France, novembre Lecat, B. (2009) "How companies should invest in Second Life s virtual world to better reach the avatars target?", 8 th Conference on New Trends in Marketing, Paris, France, janvier Lecat, B. (2008) "How important is the kind of cork during the buying decision of a bottle of French wine (bottom-of-therange): a comparison between French and French-speaking Swiss consumers", 4 th International Conference of the Academy of Wine Business Research, Sienne, Italie, juillet Lecat, B., Muller, B. (2008) "Positionnement actuel et futur des constructeurs automobiles en matière d écologie", 13 e Journées de Recherche en Marketing de Bourgogne, Dijon, France, novembre Lecat, B. (2007) "Design of banking services via traditional conjoint analysis", 14 th International Conference on Recent Advances in Retailing and Services Science, San Francisco, Etats-Unis, 29 juin-1 er juillet Lecat, B. (2007) "OPTILOC : an approach to assess the overall (sub)optimality of a network of bank branches",36 th European Marketing Academy s Conference, Track: Modelling and Forecasting, Reykjavik, Islande, mai Lecat, B. (2007) "Quelle est l influence du type de bouchon lors de l achat d une bouteille de vin français entrée de gamme : une comparaison entre le consommateur français et de suisse romande", 12 e Journées de Recherche en Marketing de Bourgogne, Dijon, France, 8-9 novembre 2007.

5 Working papers Atwal, G., Roy Chaudhuri, H., Lecat, B. (2013) "Learn Before You Leap: Understanding The Knowledge Transfer Paradigm In The Swiss Luxury Watch Industry" Zeyl, A., Lecat, B. (2012) "Vente industrielle et CRM jusqu où peut-on aller?" Colmant B., Lecat, B., (2011) "Le Secret Bancaire Suisse : Quand le gâteau est énorme, chaque Etat en veut une part!", Les Cahiers du CEREN, numéro spécial sur la géopolitique, n 35, pp Brunneder, J., Lecat, B., Paulssen, M. (2011) Price Determinants of Bordeaux Wine, prepared for the XVIIIth Conference of Enometrics/VDQS, Angers, France, mai Articles in professional journals Chapuis, C., Lecat, B. (2012) "Les Noms Saints au travers des Appellations Bourguignonnes", Numéro spécial de Pays de Bourgogne: Les climats, n 231, Janvier, pp Lecat, B., (2011) Le Prêt à Porter à la Haute Couture du vin : le modèle bourguignon, Actes du Colloque de l Université de la Vigne et du Vin du Pays Corbières & Minervois : Le prêt-à-porter du vin : du luxe au discount, où vont les vins, pp Lecat, B. (2010) "Quelle stratégie adopter pour que la viticulture languedocienne sorte de la crise: avis de Benoît Lecat", Paysan du Midi. Lecat, B. (2010) interviewé par Sylvain de Marco, Vous n imaginez pas tout ce que la pub sait faire pour vous, Cahier SI, Publication commune du Théâtre Forum Meyrin, Théâtre de Carouge et Atelier de Genève, n 7, pp Lecat, B. (2007) "Le Touriga Nacional de la Quinta dos Roques", Mathusalem, Feuille d'information n 4. Faculty Research Seminars Chapuis, C., Lecat, B. (2013) "The exceptions of exceptional terroirs: the case of Burgundy vineyard: theory and practice ", Workshop on Innovation & Trends in Wine Management, Dijon, France, 21 juin Chapuis, C., Cogan, L., Lecat, B. (2013) "Food and Wine Tourism in Burgundy", Dominican University's Wine Marketing Conference: Innovations and Best Practices Conference 2013, Dominican University of California, San Rafael, Sonoma county, Etats-Unis, 12 mai Best Communication Award. Knecht, L., Lecat, B., Paulssen, M., (2009) Wine price function and its variables, 1 st Research Day Western Switzerland, Lausanne, Suisse, 4 juin Lecat, B. OPTILOC: an approach to model the OPTImal LOCation of a network of bank branches : (2008), Atelier de publication en Anglais, Association Française du Marketing, HEC-Paris, France, 6 mars 2009 et 25 septembre (2007), Workshop on Writing and Publishing, The European Institute for Advanced Studies in Management, Bruxelles, Belgique, 5-6 mars Paper also presented at: o FUNDP (Namur-Belgium), 18 février 2008 o FUCAM (Mons-Belgium), 3 mars 2008 o ESC-Lille (France), 28 mars 2008 o HEC Genève (Suisse), 3 avril 2008 o ESCP-EAP (Paris), 9 avril 2008 Professional conferences Lecat, B. (2013) series of speeches for the Mexican Wine and Tequila Industry on "Innovations and Trends in the Spirit Industry: Are the best-practices from the Whisky Industry transferable?" in Guadalajara, Mexique, in partnership with TEC de Monterrey, 7 mai "Innovations and Trends in the Wine Industry: analysis from a strategic marketing point of view", in Tijuana, Mexico, in partnership with TEC de Monterrey, 8 mai 2013.

6 "Success of Bordeaux and Burgundy Wine Business Model: (1) Are Burgundy wines too cheap? (2) Is the success of Bordeaux wines only depending on its distribution?" in Ensenada, Mexico, in partnership with TEC de Monterrey, 9 mai Lecat, B., (2010) "Du Prêt à Porter à la Haute Couture du vin : le modèle bourguignon", Université de la Vigne et du Vin du Pays Corbières & Minervois, 21 octobre 2010.

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