Latest »

 

 

2013

 

Anthrodesign meet-up in Singapore. See the pictures here:

 

Interview with Qn, the journal of the 

Yale School of Management,

 

"How do foreign companies market to India?"

 

 

 

 

 

Biography »

 

Julien Cayla is an Assistant Professor of Marketing at Nanyang Business School, a Research Fellow at the Institute for Asian Consumer Insight (Singapore) and a Visiting Professor at Kedge Business School (France). Dr. Cayla received his PhD from the University of Colorado (Boulder, United States) where he majored in marketing and minored in cultural anthropology. His dissertation on the Indian advertising world received several national awards, including the MSI Alden Clayton Award and the Sheth Award.

 

In his research, he tries to integrate anthropological theories and methodologies to the study of marketing in the global marketplace. His work has been published in outlets such as the Journal of Marketing, the Journal of Consumer Research, the Journal of International Marketing, the Journal of Marketing Management and International Marketing Review. He co-edited the book Inside Marketing: Practices, Ideologies, Devices at Oxford University Press, published in 2012 and available here.

 

In Organization Studies, James Fitchett called Inside Marketing “one of the most important collections on marketing published to date”.

 

 

 

Recent Publications »

 

Cayla, Julien (2013), “Ethnographic Stories for Market Learning,” Journal of Marketing, forthcoming in the July issue.

 

Cayla, Julien (2013), Ethnographic Stories for Market Learning, MSI Working Paper 13-100. Access the working paper here.

 

Cayla, Julien (2013), "Brand Mascots as Organisational Totems," Journal of Marketing Management, special issue on anthropomorphism, February. Download article here.

 

Cayla, Julien, Cova, Bernard and Lionel Maltese (2013), “Party Time: Recreation Rituals in the World of BtoB,” Journal of Marketing Management, forthcoming.

 

Cayla, Julien and Lisa Peñaloza (2012), "Mapping the Play of Organizational Identity in Foreign Market Adaptation," Journal of Marketing, forthcoming. Download article here.

 

Cayla, Julien and Mark Elson (2012), "Indian Consumer Kaun Hai? The Class-Based Grammar of Indian Advertising," Journal of Macromarketing 32 (3), 295-308. Download article here.

 

Cayla, J. & Peñaloza, L. (2011), "Mapping the Future of Consumers," in Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press, 320-340.

 

Zwick, Detlev and Julien Cayla (2011), Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press.

 

Cayla, Julien and Eckardt, Giana (2008), “Asian Brands and the Shaping of a Transnational Imagined Community,” Journal of Consumer Research, 35 (August), 216-230. Download article here.

 

Cayla, Julien (2008) “Following the endorser: Shah Rukh Khan and the Creation of the Cosmopolitan Indian Male," Advertising and Society Review, vol. 9, issue 2. Download article here.

 

Cayla, Julien and Eric Arnould (2008), “A Cultural Approach to Branding in the Global Marketplace,” Journal of International Marketing, Special Issue on International Branding, 16 (4), 86-112. Download article here.

 

 

 

Current Research Projects »

 

Consumer Culture in India

 

a.      Marketers and the Invention of Tradition: this project looks at the way foreign companies contribute to the invention of Indian traditions.

b.      Indian masculinities: investigating the evolution of Indian masculinities through an ethnography of gym culture in India

Ethnography and Design

a.      Looking at the way ethnography can be used successfully in organizational contexts (with Robin Beers and Eric Arnould)

b.      Researching design cultures (with Bernard Cova)

 

 

 

Contact »

 

Julien Cayla
Research Fellow, Institute for Asian Consumer Insight
Asst. Professor of Marketing
Div of Marketing & International Business
College of Business (Nanyang Business School)
Nanyang Technological University
S3-01A-15, 50 Nanyang Avenue
Singapore 639798

 

Email: jcayla at ntu.edu.sg

Media»

 

Television Interview on marketing in Asia and the Beijing Olympics available here

 

 

 

 

 

 

 

 

 

Last Updated June 18th 2009