L'Ecuyer Catherine
| Position | Associate Professor |
| Academic department | People & Organizations |
| Contact | c.lecuyer@mbs-education.com |
Since 2024: Associate Professor, PhD, Maître de Conférences
Research:
Ecosystem, socio-political legitimacy (political work mechanisms), stakeholders management, digital platforms, sharing economy, sustainability, decarbonization.
Teaching: (1) Corporate reputation: stakeholders' engagement, media relations, financial communication (use of Bloomberg Terminal) and crisis communication; (2) Digital platforms in the Sharing Economy: business models, network effects, and government relations. Focus on relational strategies; (3) Emotional intelligence in a cross-cultural environment: essential dimensions of emotional intelligence through reflective activities.
From Jan 2013 to July 2024: Associate Professor
Teaching in marketing and Communication: Corporate Reputation, Sustainable Marketing Mix, Integrated Marketing and Communication.
From 2018 to 2024: PhD Follow
Doctoral work on the legitimation of digital platforms in the sharing economy in times of crisis. The case of Airbnb in NYC during the COVID-19 pandemic. This project is centered on the idea that a clearer understanding of the socio-economic relationships and tensions engendered by the sharing economy, will support entrepreneurs, business leaders, and policymakers to better promote, manage and regulate the business models affiliated with the sharing economy.
From 2003 to 2009: EMEA Corporate Communication Director, MERIAL
Management of the corporate communication activities and team: annual plan and budget including internal communication, public relations, media and crisis management. A seat on the executive board of Merial SAS.
ASIA PACIFIC REGION: Liaison during avian flu crisis.
GLOBAL LEVEL: internal communication management for all countries, corporate identity platform management, change management corporate program (e.g., Lean Manufacturing, re-organization)
From 1996 to 2001: Communication Manager, Bausch&Lomb
Management of corporate communication after mergers and acquisitions (Laboratoires CHAUVIN and its European affiliates): liaison with the US President, focus on building the identity and image of the European Ophaltmologist Group through a robust corporate reputation platform such as internal communication, media relations, financial communication, events management to promote the reputation of the Group and engage stakeholders (e.g., licensing in and out).
From 1991 to 1996: Advertising Account Supervisor, Publicis Group
As a logistics coordinator for the mass media campaign at Régie Presse, I was promoted to advertising account supervisor in charge of Nestlé Contrex Mineral Water and Nestlé Infant Dietetics, Laboratoires Lierac at CMC Publistory. Innovative media partnerships and special events.
L'ECUYER, C., M. MARAIS - "Sharing Economy : les défis de la décarbonation" - 2025
L'ECUYER, C., "L’économie collaborative existe ! Rôle des plateformes alternatives face aux capitalistes", La Lettre M, April 2025, vol. April, no. 2025, pp. /
L'ECUYER, C. - "Legitimation of digital platforms in the sharing economy amidst multiple actors in times of crisis." - 2024, Montpellier, France
MARAIS, M., C. L'ECUYER, C. GURAU - "Legitimation dynamics of Digital-Platform ecosystems in the Sharing Economy: Unveiling contested strategies and resistance practices in Airbnb’s ecosystem during the COVID19 crisis. International Worskshop Sharing Economy, February 24-26th, online." - 2021
L'ECUYER, C. - "Mapping the stakeholders and their relationships in the sharing economy. The case of Airbnb in Perspectives on the sharing economy coordinated by Maurer et al. (2019). Cambridge Scholars Publishing." - 2019, Germany
L'ECUYER, C. - "Mapping the main categories of stakeholders. Airbnb case. International Workshop of the Sharing Economy, June 27-28th, Mannheim, Germany." - 2018, Mannheim
L'ECUYER, C., M. MARAIS, C. GURAU, "Maintaining legitimacy in times of crisis for sharing economy platforms: Airbnb's relational strategies during COVID-19 and impacts on sustainability." Forthcoming Journal of Cleaner Production
Business model, Culture and organisations, Digital transformation, Marketing strategy, Organizational behavior, Organization theory - Pharmaceutical industry, Tourism, Textile, clothing, leather and footwear industry
Corporate Reputation , Digital Platforms in the sharing economy , Emotional intelligence & relationships management
