Poonam RENAULT OBEROI
Research active faculty - Associate Professor
-
Pôle
Marketing Academic Department -
Domaines d'enseignement
Innovation Marketing, Principles of Marketing, International Marketing, Marketing Research -
Campus
La Rochelle -
Langue(s) parlée(s)
English, Hindi -
Domaines de recherche
Open Innovation, Crowdsourcing, Crowdfunding, Open and Sustainable Innovation, Gendered Marketing/Public Policy Marketing
Biographie
Dr. Poonam Oberoi is an accomplished Associate Professor of Marketing at Excelia Business School, specializing in innovation and technology management with a focus on strategic sourcing. Her impactful research is published in leading international journals including M@n@gement, Journal of Business Research, and Information & Management.
Dr. Oberoi actively contributes to academic discourse as a Guest Editor for Creativity and Innovation Management and an Associate Editor for the Journal of Asia Business Studies and the Journal of Management and Training for Industries.
Holding a PhD in Marketing from Grenoble Ecole de Management and having been a Visiting PhD Student at London Business School, she brings a global perspective to her work at Excelia, where she develops future business leaders and oversees BBA research. Her ongoing research explores areas like crowdsourcing, sustainable innovation, and gendered marketing.
Actively engaged with the academic community through the American Marketing Association and the Strategic Management Society, Dr. Oberoi participates in various conferences and workshops.
2014
PhD. Management Sciences, Grenoble Ecole de Management, France
2012
MPhil in Business Administration, Grenoble Ecole de Management, France
2010
MSc. Innovation & Technology Management, Grenoble Ecole de Management, France
2023
Responsible for BBA thesis, Excelia, La Rochelle, France
2021
Research active faculty - Associate Professor, Excelia, La Rochelle, France
2014-2021
Research active faculty - Assistant Professor, Excelia, La Rochelle, France
2011-2014
Junior lecturer, Grenoble Ecole de Management, Grenoble, France
Journal articles
KIROVA, V., RENAULT OBEROI, P. (2026). The value appropriation gap in developing dynamic capabilities from marketing crowdsourcing. Industrial Marketing Management, 136, 287-302. doi:https://doi.org/10.1016/j.indmarman.2026.07.001.
OBEROI, P., NAOUI-OUTINI, F. (2024). Market Orientation Dynamic Capability—A Catalyst for Purchasers’ Core Competencies to Achieve Innovative Performance during Supplier Collaboration. Journal of Asia Business Studies, 18 (2).
PATEL, C., HUSAIRI, M., HAON, C., OBEROI, P. (2023). Monetary Rewards and Self-Selection in Design Crowdsourcing Contests. Managing Participation, Contribution Appropriateness, and Winning Trade-offs. Technological Forecasting and Social Change, 191.
ZHAO, Z., OBEROI, P. (2022). Designing Crowdsolving Ba: A Closer Look at the Features of Crowdsolving Platforms to Manage Organizational Knowledge. Information and Management, 59 (4). doi:https://doi.org/10.1016/j.im.2022.103641.
PATEL, T., ROMANI, L., OBEROI, P., RAMASAMY, C. (2021). Gender role entrapment to resist patriarchy: Everyday work of women politicians and gender equality in India. Organization. doi:DOI 10.1177/1350508421995764.
OBEROI, P., C.PATEL, C.HAON, "Technology sourcing for website personalization and social media marketing: A study of e-retailing industry", Journal of Business Research, November 2017, no. 80, pp. 10-23
OBEROI, P., C.HAON, I.BODAS FREITAS, "Organizing for Open Innovation: Incorporating the Externality of Control with Diversity of Contribution", M@n@gement, October 2014, vol. 17, no. 3, pp. 180-192
Chapters
OBEROI, P. (2022). How Artificial Intelligence is impacting Marketing?. In Edited by John Wang (Ed.), Encyclopedia of Data Science and Machine Learning.. IGI Global.
OBEROI, P. (2021). Artificial Intelligence and the Future of Businesses (1 ed.). In Walter Leal Filho, Anabela Marisa Azul, Luciana Brandli, Amanda Lange Salvia, Tony Wall (Eds.), Encyclopedia of the UN Sustainable Development Goals. Industry, Innovation and Infrastructure (pp. 1-9). Springer International Publishing.
OBEROI, P. (2019). Recycling of Materials for Sustainable Development: Reasons, Approaches, Economics, and Stakeholders of Recycling (1 ed.). In Walter Leal Filho, Anabela Marisa Azul, Luciana Brandli, Pinar Gökcin Özuyar, Tony Wall (Eds.), Responsible Consumption and Production. Encyclopedia of the UN Sustainable Development Goals. Responsible Consumption and Production (pp. 1-11). Springer International Publishing.
OBEROI, P., C.PATEL, C.HAON, "Technology Sourcing for Website Personalization: A Supply- and Demand-Side Perspective" in Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?., KACY K. Ed., Springer, chap. 5.5, pp. 449-462, 2015
OBEROI, P., ISLAM, G. (2013). The Psychology of Justice in the Workplace: Meaning, Perception and Promotion. In C. Johnson, H. Friedman (Eds.), Praeger Handbook for Social Justice and Psychology. (pp. 87-103). Livre.
Proceedings from scholarly meetings
RENAULT OBEROI, P., DANG, N. B., LEE, JEOUNG YUL, J. Y. (2026). The Impact of AI Chatbot Competence Types on Customer Interaction Intentions for Sustainable Choices in Online Service Platforms: The Moderating Role of Perceived Dehumanization. 2026 AMA Winter Academic Conference. Actes.
KIROVA, V., RENAULT OBEROI, P. (2024). Crowdsourcing marketing activities: A Dynamic Capabilities Perspective. AFM 2024, Paris. PARIS: -.
ZHAO, Z., OBEROI, P. (2020). UNDERSTANDING CROWDSOLVING PLATFORMS’ DESIGN FEATURES : A CONCEPTUAL STUDY BASED ON DESIGN THINKING AND KNOWLEDGE CREATION. Février 2020, San Diego (USA). American Marketing Association.
OBEROI, P., C.PATEL, C.HAON, I.BODAS-FREITAS, "Enhancing Outcome in Crowdsourcing Contests: Leveraging Motivation, Opportunity, and Ability Framework", American Marketing Association, 2016
OBEROI, P., C.PATEL, C.HAON, "Technology Sourcing for Website Personalization: A Supply-Side and Demand-Side Perspective" in Academy of Marketing Science 2015, Colloque, 2015
OBEROI, P., C.HAON, "Diversity of community members and communication between them: Effects on contest performance" in DRUID Academy 2014, Aalbourg, Colloque, 2014
OBEROI, P., C.PATEL, "Performance of Open innovation in IT-Based Services: Role of Outsourcing and Personalization" in 2013 American Marketing Academy Winter Marketing Educators' Conference, Colloque, 2013
OBEROI, P., I.BODAS-FREITAS, C.HAON, "Solving Achilles's Heel Problem in Open Innovation: Role of Diversity of Contribution and Locus of Selection" in 2013 Strategic Management Society Annual Conference Atlanta, Colloque, 2013
OBEROI, P., P.SAVIOTTI, "Impact of Cognitive Distance between firms on the likelihood of alliance formation: A study in biotechnology-pharmaceutical industry" in DRUID-DIME Winter Conference 2011, Aalborg, Colloque, 2011
OBEROI, P., C.PATEL, C.HAON, I.BODAS-FREITAS, "Firm Openness and Performance" in British Academy of Management Conference 2010, Sheffield, Colloque, 2010
Papers presented at academic or professional meetings
BAKRIM, A., FRITZSCHE, A., HYUN, M., RENAULT OBEROI, P. (2025). Transformative Services Global Impact: A Systematic Review, Integrative Framework, and Future Directions. ICTO 2025, La Rochelle, France.
RENAULT OBEROI, P., ANAND, A. (2025). Gender and Sex Discrimination in New Product Development-A phenomenological study exploring the Economics and Social Impact of Endometriosis. GWO2025, Nantes, France.
RENAULT OBEROI, P. (2022). Digital education & student motivation during COVID19: A Phenomenological Study. MACCA 2022, Jan 2022, La Rochelle, France.
OBEROI, P., NAOUI-OUTINI, F. (2020). Market Orientation—Purchaser’s Core Competency to Achieve Innovative Performance during Supplier Collaboration. Journée de Recherche en Supply Chain et innovation.
OBEROI, P. (2020). Managerial and Organizational Utilization of Artificial Intelligence. Journée Internationale de Recherche en Intelligence Artificielle.
OBEROI, P., NAOUI-OUTINI, F. (2019). Market Orientation-a catalyst for achieving innovative performance for purchasers during supplier collaboration. Prolog.
OBEROI, P., C.PATEL, "More is Less OR More is More? Role of Degree of Contribution and Selection in Performance of Open Innovation" in British Academy of Management Conference, 2012, Cardiff, 2012 Coauthorspresented
OBEROI, P., C.PATEL, C.HAON, "Firm Openness and Performance: A Supply and Demand Side Perspective" in ENEF 2011, Strasbourg, 2011
Published cases with instructional materials
RENAULT OBEROI, P., TREYVISH, M. (2025). Reshaping Internationalization through Crowdsourcing for Responsible Innovation: method and practice of OmniGrade platform. CCMP, M2247(GB).
OBEROI, P. (2023). Easy-Contact: Introducing a Service Innovation to otherwise marginalized clients. Centrale de Cas et Médias Pédagogiques.
OBEROI, P. (2022). Corporate Social Responsibility at Créabois: Case Study of a French Cooperative. The Case Center, 722-0047-1.
OBEROI, P., STENGER, C., RIMAUD, M.-N. (2020). Tribu expérientiel. CCMP, M2084.
OBEROI, P. - "Collaborative options in open innovation" - 2017, The Case Center
OBEROI, P. - "Crowdfunding case study" - 2016, ECCH Case Center
OBEROI, P. (2015). Bee - the open innovation platform: tackling the challenge of fixed versus volatile communities. ECCH Case Center.
OBEROI, P. (2013). The bold new world of open innovations: Sustaining dynamic relationships between online platforms, client firms and virtual communities. ECCH.
Press articles
RENAULT OBEROI, P., NAOUI-OUTINI, F. (2025). Purchasing managers take the lead in driving innovation..
RENAULT OBEROI, P., LAVANYA, L. (2023). Feminine hygiene products need better marketing in India.