![](https://neoma-bs.fr/sites/default/files/uploaded_images/profs-neoma_0.png)# CAO Lanlan { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Accueil", "item": "https://neoma-bs.fr/" }, { "@type": "ListItem", "position": 2, "name": "CAO\u0020Lanlan", "item": "https://neoma-bs.fr/node/8098.md" } ] } - [Accueil](https://neoma-bs.fr/) - CAO Lanlan ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/19-cao-lanlan.jpg?itok=QiG0JeUU)CAO Lanlan Professeur - À propos - Publications académiques [Marketing](https://neoma-bs.fr/departements/marketing) Doctorat, Sciences de Gestion, Marketing Lanlan CAO est professeur de marketing chez NEOMA Business School. Elle enseigne le commerce numérique et mobile, la stratégie du commerce de détail et la gestion du commerce de détail multicanal dans les programmes de formation initiale, de formation continue et de recherche (DBA, PhD). Ses recherches portent sur l'omnicanal, l'intelligence artificielle, l'innovation des modèles économique et l'internationalisation dans le commerce de détail. Les résultats des recherches de Lanlan ont été publiés dans de nombreuses publications académiques telles que Journal of Retailing, Journal of Interactive Marketing, International Journal of Electronic Commerce et International Business Review. Elle a coordonné et participé à plusieurs projets de recherche financés sur des sujets tels que le commerce mobile, la Business Intelligence & Analytics dans le commerce de détail, l’impact des nouvelles technologies et des nouveaux comportements du consommateur sur les fondamentaux de la franchise. Elle est responsable du programme du MSc. Retail Management. Pour en savoir plus sur ses recherches et ses publications : . ### Domaines de recherche - Retail and distribution systems - Digital and omnichannel transformations - Consumer-organization interactions across channels - Artificial intelligence in marketing and retail ## Récentes contributions académiques CAO, L. - "Does GenAI Create or Destroy Value? — Evidence from the Retail Sector" - 2026, Beijing, Chine CAO, L., L. LI, "The Conditional Value of Generative AI Adoption: Market-Based Evidence from Retail", *American Marketing Association (AMA) Winter Conference*, 2026 CAO, L., D. PEDERZOLI, "The process of retail internationalisation" dans *Elgar Encyclopedia of Retailing*., Camal Gallouj & Faïz Gallouj Ed., Edward Elgar Publishing, pp. 797-799, 2025 ## Publications CAO, L., J. YANG, Y.-T. CHEN, "Managing Artificial Intelligence across Functions for Enhanced Retail Firm Performance", *European Management Review*, Décembre 2025 DOI : [ 10.1111/emre.70042 ](https://dx.doi.org/10.1111/emre.70042) CAO, L., L. TRINCHERA, X. LIU, M. TOUZANI, "Exploring Mobile Commerce Activities’ Impact on Retail Firm Performance", *International Journal of Retail and Distribution Management*, Décembre 2024, vol. 52, no. 10/11, pp. 1108-1124 DOI : [ 10.1108/IJRDM-10-2023-0629 ](https://dx.doi.org/10.1108/IJRDM-10-2023-0629) CAO, L., A. MANTHIOU, K. AYADI, "Extension and customer reaction on sharing economy platforms: The role of customer inertia", *Journal of Business Research*, Mai 2022, vol. 144, pp. 513-522 DOI : [ 10.1016/j.jbusres.2022.02.013 ](https://dx.doi.org/10.1016/j.jbusres.2022.02.013) SENGUPTA, A., L. CAO, "Augmented reality’s perceived immersion effect on the customer shopping process: Decision-making quality and privacy concerns", *International Journal of Retail and Distribution Management*, Août 2022, vol. 50, no. 8/9, pp. 1039-1061 DOI : [ 10.1108/IJRDM-10-2021-0522 ](https://dx.doi.org/10.1108/IJRDM-10-2021-0522) CAO, L., "Artificial Intelligence in Retail: Applications and Value Creation Logics", *International Journal of Physical Distribution and Logistics Management*, Juillet 2021, vol. 49, no. 7, pp. 958-976 DOI : [ 10.1108/IJRDM-09-2020-0350/full/html ](https://dx.doi.org/10.1108/IJRDM-09-2020-0350/full/html) XU, J., L.CAO, "Optimal In-store Inventory Policy for Omnichannel Retailers in Franchising Networks", *International Journal of Retail & Distribution Management*, 2019, vol. 47, no. 12, pp. 1251-1265 DOI : [ 10.1108/IJRDM-09-2018-0199 ](https://dx.doi.org/10.1108/IJRDM-09-2018-0199) CAO, L., J.NAVARE, Z.JIN, "Business model innovation: How the international retailers rebuild their core business logic in a new host country", *International Business Review*, Juin 2018, vol. 27, no. 3, pp. 543-562 DOI : [ 10.1016/j.ibusrev.2017.10.005 ](https://dx.doi.org/10.1016/j.ibusrev.2017.10.005) CAO, L., L.LI, "Determinants of retailers’ cross-channel integration: An innovation diffusion perspective on omni-channel retailing", *Journal of Interactive Marketing*, Novembre 2018, vol. 44, pp. 1-16 DOI : [ 10.1016/j.intmar.2018.04.003 ](https://dx.doi.org/10.1016/j.intmar.2018.04.003) CAO, L., X.LIU, W.CAO, "The Effects of Search-related and Purchase-related Mobile App Additions on Retailers' Shareholder Wealth: The Roles of firm Size, Product Category, and Customer Segment", *Journal of Retailing*, Décembre 2018, vol. 94, no. 4, pp. 343-351 DOI : [ 10.1016/j.jretai.2018.08.003 ](https://dx.doi.org/10.1016/j.jretai.2018.08.003) AYADI, K., L.CAO, "Exploring children’s responses to store atmosphere", *International Journal of Retail & Distribution Management*, Octobre 2016, vol. 44, no. 10, pp. 1030-1046 DOI : [ 10.1108/IJRDM-08-2015-0125 ](https://dx.doi.org/10.1108/IJRDM-08-2015-0125) CAO, L., L.LI, "The impact of cross-channel integration on firm’s sales growth", *Journal of Retailing*, Juin 2015, vol. 91, no. 2, pp. 198-216 CAO, L., "Business Model Transformation in Moving to Cross-Channel Retail Strategy: A Case Study", *International Journal of Electronic Commerce*, Juin 2014, vol. 18, no. 4, pp. 69-96 PEDERZOLI, D., L.CAO, "International retailers’ strategic responses to institutional environment of emerging market: multiple case studies in China", *International Journal of Retail & Distribution Management*, Avril 2013, vol. 41, no. 4, pp. 289-310 DOI : [ 10.1108/09590551311330555 ](https://dx.doi.org/10.1108/09590551311330555) PEDERZOLI, D., L.CAO, "The role of the institutional environment in the strategic choices of international retailers in an emerging market: Evidence from China", *Business Plus Markets Review*, Décembre 2012, vol. 1, no. 2, pp. 4-20 CAO, L., "Dynamic capabilities in a turbulent market environment: empirical evidence from international retailers in China", *Journal of Strategic Marketing*, Août 2011, vol. 19, no. 5, pp. 455-469 CAO, L., "Strategic choices of international retailers in China", *eFuture Business Review*, Avril 2011, no. 1 CAO, L., M.DUPUIS, "L’avantage concurrentiel des distributeurs internationaux en Chine : une approche par les compétences-clés", *Décisions Marketing*, Avril 2010, no. 58, pp. 63-76 CAO, L., M.DUPUIS, "La maîtrise de la chaîne de valeur des produits alimentaires: le cas de Carrefour Chine", *Systèmes Alimentaires / Food Systems (anc. E&S, Systèmes Agroalimentaires)*, Décembre 2010, no. 32, pp. 1611-1626 CAO, L., M.DUPUIS, "Strategy and sustainable competitive advantage of international retailers in China", *Journal of Asia-Pacific Business*, Mars 2010, vol. 11, no. 1, pp. 6-27 CAO, L., M.DUPUIS, "Core competences, strategy and performance: the case of international retailers in China", *The International Review of Retail, Distribution and Consumer Research*, Septembre 2009, vol. 19, no. 4, pp. 349–369 CAO, L., F.LI, "The core competences of Retailer: Concept and Dimensions", *Studies in Science*, Janvier 2006, no. 2, pp. 564-569 CAO, L., "A Study of the Effects of Retailer Brand Image on Customer Loyalty", *Chinese Retail Research*, Janvier 2005, no. 1, pp. 36-48 CAO, L., F.LI, "The marketing positioning of the retailer", *Retail Today*, Avril 2004, no. 4, pp. 36-39 ## Chapitres CAO, L., D. PEDERZOLI, "The process of retail internationalisation" dans *Elgar Encyclopedia of Retailing*., Camal Gallouj & Faïz Gallouj Ed., Edward Elgar Publishing, pp. 797-799, 2025 CAO, L., "Implementation of Omnichannel Strategy in the US Retail: Evolutionary Approach" dans *Exploring Omnichannel Retailing*., Wojciech Piotrowicz Ed., Springer, pp. 47-69, 2018 DOI : [ 10.1007/978-3-319-98273-1\_3 ](https://dx.doi.org/10.1007/978-3-319-98273-1_3) ## Conferences CAO, L., L. LI, "The Conditional Value of Generative AI Adoption: Market-Based Evidence from Retail", *American Marketing Association (AMA) Winter Conference*, 2026 CAO, L., J. YANG, "Organized Complexity of A.I. and Retail Firm Performance: A Business Process Perspective" dans *84th Annual Meeting of the Academy of Management*, 2024, Chicago, IL, États-Unis CAO, L., X. LIU, L. TRINCHERA, M. TOUZANI, "How should retailers manage mobile commerce activities ? The impacts of essentail activities on firms performanc" dans *8th COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING (CERR)*, 2023 CAO, L., M. REN, J. XU, "Gaining insights from the complexities of customer experience: A case study on personalised product recommendations" dans *6th International Conference of Marketing, Strategy & Policy*, 2022 CAO, L., X. LIU, L. TRINCHERA, "Refining Retail Mobile Commerce Activities for an Enhance Firm Performance" dans *2021 AMA Winter Academic Conference*, 2021 CAO, L., "Artificial Intelligence in Retail: Applications and Value Creation Logics" dans *5th Colloquium on European Research in Retailing (CERR 2020)*, 2020 CAO, L., J.XU, "Optimal in-store inventory for omnichannel retailers" dans *CERR-Colloquium on European Research in Retailing*, 2018 SENGUPTA, A., L.CAO, "Value Creation of Business Intelligence and Analytics in Retailing" dans *CERR-Colloquium on European Research in Retailing*, 2018 CAO, L., L.LI, "Determinants of retailers' cross-channel integration: What really matters?" dans *CERR-Colloquium on European Research in Retailing*, pp. 91-92, 2016 AYADI, K., L.CAO, "Child consumers are not miniature adults: how children re-appropriate store environments" dans *2nd*, *International Colloquium on Kids and Retailing*, 2015, Budapest, Hongrie ## Conference invitations CAO, L. - "Does GenAI Create or Destroy Value? — Evidence from the Retail Sector" - 2026, Beijing, Chine CAO, L. - "Stock-Market Responses to Retailers’ Search-Related, Purchase-Related, and Hybrid Mobile-Channel Additions" - 2017, Lille, France CAO, L. - "Stock-Market Responses to Retailers’ Search-Related, Purchase-Related, and Hybrid Mobile-Channel Additions" - 2017, Chengdu, Chine CAO, L., L.LI - "The impact of cross-channel integration on retailer’s sales growth" - 2016, Lille, France ## Livres CAO, L., *Core competences, Strategy and Performance: Case studies of International Retailers Operating in China*, Editions Comindus, 2009 ## Contributions dans une conférence ZHAO, X., H. LIU, L. CAO, "Enhancing Consumer Experience in Product Showcasing through Mixed Reality Technology" dans *AIRSI2024 - The Metaverse Conference*, 2024, Zaragova, Espagne CAO, L., J. YANG, "Artificial Intelligence and Firm Performance: Focus on Business Process Management" dans *Journal of Product Innovation Management Paper Development Workshop*, 2023, France CAO, L., X.LIU, "Should be as a Search Channel or Purchase Channel? Stock market’s response to Retailer Mobile Channel Additions" dans *7th Global Innovation and Knowledge Academy (GIKA 2017) Conference*, 2017, Lisbon, Portugal CAO, L., "Coordinator of doctoral session in the conference ATLAS" dans *ATLAS doctoral programme*, 2016, Nice, France CAO, L., L.LI, "The impact of cross-channel integration on firm’s sales growth" dans *EMAC*, 2015, Belgique CAO, L., X.LIU, "The Impact of Mobile Commerce on Firm value: An Event-Study Analysis" dans *Summer AMA*, 2015, États-Unis CAO, L., L.LI, "Determinants of Cross-Channel Integration Strategy: Evidence from the U.S. Retail Sector" dans *Winter Marketing Educators Conference*, 2014, États-Unis CAO, L., "Classification scheme for levels of integration in cross-channel retailing" dans *Marketing EDGE (formerly DMEF) Direct/Interactive Marketing Research Summit*, 2013, États-Unis CAO, L., J.NAVARE, Z.JIN, "Business Modelling and Value Creation: Home to Host country Adaptation" dans *38th Annual EIBA (European International Business Academy) Conference*, 2012, Royaume-Uni CAO, L., "Cross-Channel Strategy and Retail Business Model Changes: A case study on China’s Suning Appliance Company" dans *Oxford Retail Futures Conference 2012*, 2012, Royaume-Uni CAO, L., M.DUPUIS, J.FOURNIOUX, "Le partage des connaissances au sein du distributeur international" dans *14ème Colloque Etienne Thil*, 2011, France CAO, L., "Dynamic capabilities in a turbulent market environment: empirical evidence from interntional retailers in China" dans *Global Marketing Conference*, 2010, Japon CAO, L., "Core competences, strategy and performance: the case of international retailers in China" dans *European Association for Education and Research in Commercial Distribution 15th Conference (EAERCD)*, 2009, Royaume-Uni CAO, L., "La maîtrise et l’optimisation de la chaîne de valeur des produits alimentaires par la filiale étrangère du distributeur international : le cas de Carrefour en Chine" dans *2ème journée de recherche sur les relations entre industrie et grande distribution alimentaire*, 2009, France CAO, L., M.DUPUIS, "Conceptualisation des compétences-clés: le cas des distributeurs internationaux opérant en Chine" dans *11ème Colloque Etienne Thil*, 2008, France ## Séminaires de recherche CAO, L., "Stock-Market Responses to Retailers’ Search-Related, Purchase-Related, and Hybrid Mobile-Channel Additions" *Séminaire de recherche en Marketing / Marketing Research Seminar NEOMA*. 2019, Paris, France CAO, L., J.NAVARE, Z.JIN, "Business Model Innovation: How International Retailers rebuild their core business logic in a new host country" *Séminaires de l'axe Management International*. 2016, Lyon, France