Strategic Studies & Decisions

Our mission

Scientific rigor in the service of managerial impact

The EDS research team develops high-level academic research in marketing, focusing on market dynamics and value creation, consumer behavior and decision-making processes, employing qualitative and quantitative approaches grounded in Moroccan and international contexts. The themes of the EDS research team are focused in particular on experiential marketing, consumer behavior, data marketing, artificial intelligence in marketing, ethical marketing, services marketing in the digital and AI era, omnichannel distribution and merchandising, and predictive marketing.