Areas of research
- Supply chain and purchasing
- Consummer behaviour
Areas of teaching
- Marketing fundamentals
- Strategic marketing
- Operation management
- Supply chain and purchasing
Publications from the last 5 years
Conference proceedings
RUSU, C.R., BEN NASR , I. and ASSAF, C. (2024). Exploring the Interplay of Customer Journey, Brand Authenticity, and Customer Engagement: A Cyclical Pattern for Marketing Success. In: AMA Winter Academic Conference 2024. St. Pete Beach: Proceedings - AMA, pp. 811-815.
Conference papers (with selection committee)
BARBOSA DE ALVARENGA, W., RUSU, C.R. and BEN NASR , I. (2025). What is essential for customer satisfaction? A necessary condition analysis in the B2B digitalmaritime services. In: ICTO2025 The International Conference on Technologies & Organization. Excelia Business School, La Rochelle.
BEN NASR , I., MANIS, K.T. and RUSU, C.R. (2024). Crafting Customer Connections in Hypermarkets and Supermarkets through Self-Store Image Congruence and Atmospherics: Structured Abstract. In: Academy of Marketing Science (AMS) Annual Conference. Coral Gables, FL.
Books chapters and other contributions
RUSU, C.R. (2026). Cuando la IA traiciona las identidades profesionales. Emprendedores.
SOUAK, Y., RUSU, C.R. and DIOUF, D.O. (2026). Quand l’IA trahit les identités professionnelles. The Conversation, France.