LinkedInAnne-Flore MAMAN LARRAUFIE, Ph.D.


SémioConsult - Expert Luxe & Made In France - ESSEC

Paris Area, France
Marketing and Advertising
  1. SémioConsult,
  2. ESSEC Business School,
  3. ISC Paris
  1. INSEEC,
  2. Guerlain,
  3. EADS
  1. ESSEC - ESSEC Business School
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Founder & Private Consultant

– Present

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Anne-Flore Maman Larraufie graduated from the Military Academy of Saint-Cyr (French equivalent to Westpoint / Sandhurst), got a Masters in Strategy and Management of International Business ESSEC Business School (France), a Certificate in Advanced Studies at Thunderbird Business School (USA) and finally completed her Ph.D. in Business Administration at ESSEC.

After several business experiences in well-known companies (EADS, LVMH), she decided to set-up her own consulting agency SémioConsult® in 2010.

She is currently an expert on Made in France and Luxury for the French Ministry of Economy, delegate of INPI to the European Union, a visiting professor at ESSEC Business School and at Ca’Foscari University (Venice, Italy) and a guest speaker in various academic and professional conferences. She still carries on academic research on counterfeiting and in the area of consumer behaviour.

Spécialisations : Consumer Behaviour. Luxury and Counterfeiting. Semiotics. Cross-cultural and postmodern issues. Qualitative research.


Founder & Private Consultant

– Present (4 years 10 months)Paris (France) & Venice (Italy)

Consulting missions in brand management and brand positioning, using semiotics to assess brand equity.
Focus on the luxury sector.
Ethnographic & netnographic studies of consumers.
Assessment of counterfeiting impacts on consumer-based brand equity.
Consulting mission for the French Minsitry of Economy, esp. regarding second-rank suppliers in the luxury industry.

Some of our references: Illy (Trieste, Italy), Chanel (Paris, France), Ermenegildo Zegna (Milan, Italy), Loro Piana (Milan, Italy), Leroy Merlin (Lille, France), Savonneries de l'Atlantique (Nantes, France), Arnidol (Barcelone, Espagne), EyeLike (Paris, France), Dentelle de Calais (France).

Partner of, Sofred Consultants & Sémiotica.

Instructor & Lecturer

ESSEC Business School
– Present (6 years 1 month)

Grande Ecole: Semiotics & Communication.
MBA in Luxury Brand Management: Semiotic & Luxury.
ESSEC BBA: Cross-cultural Communication.
ESSEC Executive (AMP – The Business of Luxury): Fundamentals of Luxury – Consumer Behaviour & Semiotics of Luxury.

Director of Masters Theses.


ISC Paris
– Present (2 years)Paris

• Anthropology of Luxury
• International Luxury Consumer Behavior
• Basics of Luxury Communication
• Semiotics of Luxury
• Cross-cultural Communication
• Semiotics & Communication


Istituto Marangoni
– Present (9 months)Paris Area, France

Seminar on Sustaining Luxury Fashion Brands ' Reputation in the Face of Counterfeiting


Università Ca' Foscari di Venezia
– Present (3 years 1 month)Venezia

Seminar on ‘Made in Italy’ Fashion through 150 years of Italian history.

Visiting Professor

HEC, ESCP-EAP, EM Lyan (Shanghai), University of Limoges
– Present (6 years 7 months)Paris, Limoge

• Visiting Professor : HEC (Paris, France), ESCP-EAP (Paris, France), University of Limoges (France), EM Lyon (Shanghai Campus).


Thunderbird School of Global Management
– Present (3 years 7 months)

• International Consumer Behaviour. Summer course offered on demand.

INPI Delegate for the European Union

– Present (3 years 1 month)Marocco

• Speaker at UNO Conferences on counterfeiting issues.

– Present (3 years)Paris

• Training managers in key areas: Leadership & the Art of Management / Managing Brand Experience, including In- store


(3 years)Bordeaux & Paris

Grande Ecole: Luxury Brand Management.

Director of Research Theses.

Junior Product Manager in Operational Marketing for International Travel Retail

(8 months)

Prepared workshops and marketing / sales meetings. Organised the Guerlain stand at the TFWA event in Cannes.
• Developped commercial tools: assortment listings, product sheets, animations proposals, coordination of the
redaction of the Marketing Books for Travel Retail.
• Responded to operationnal needs of the regions: forecasts, update and broadcasting of monthly reports.
• Participated to the Merchandising Strategy.
• Realised qualitative and quantitative studies on several products including launchings.
• Initated the reshape of the strategy towards the Airlines Business in Travel Retail: long-term oriented plans,
new tools to be used by the Commercial Team...
Professional Thesis : The Airlines Business for Guerlain, the step beyond ? (Congratulations of the Jury)

Senior Engineering Internship and Member of the Communication Delegation for NetCOS

(4 months)

• Implemented a part of a simulation system and applied it successfully
• Wrote a report presenting the system, which is presently distributed to new engineers
• Tested several softwares and chose the most appropriated ones for NetCOS Germany
• Presented the simulation system to several foreign delegations in Paris Le Bourget, in charge of the delegations from the USA (Joint Chief of Staff), Israel, Italy and Quatar. Strong marketing purpose
• Worked in a multicultural environment. Spoke several languages: English, German, French and Italian.

Internship as a Non Commissioned Officer

35ème Régiment d'Artillerie Parachutiste ( Batallion of French Army's Paratroopers)
(3 months)

• Managed a section of 10 men during their initial training period


International Institute of Marketing Professionals

Vice President Education
– Present

Journal of Consumer Marketing

Member of the Editorial Board & Book Reviewer
– Present

Luxury Research Journal

Member of the Editorial Board
– Present

Journal of Marketing Semiotics

Member of the Editorial Board
– Present


  • Marketing Communications
  • Strategy
  • French
  • Qualitative Research
  • Marketing Management
  • Marketing Research
  • Management
  • Consumer Behaviour
  • Marketing
  • Advertising
  • Brand Management
  • International Business
  • Public Speaking
  • Strategic Communications
  • Training
  • English
  • Leadership
  • Ethnography
  • Business Strategy
  • Research
  • Marketing Strategy
  • Market Research
  • Management Consulting
  • Entrepreneurship
  • Higher Education
  • Communication Skills
  • See 11+  See less


Poster Presentation, CCT 4 Conference, Ann Arbour (USA).

May 2009

“Anti-counterfeiting Campaigns: Much Ado About Nothing?” AMA Conference, Chicago (USA).

August 2009

“L’achat complice de produits de luxe contrefaits: une approche postmoderne à un comportement déviant”, 8èmes Journées Normandes de Recherche sur la Consommation. CAEN (France) : IAE de Caen

March 2009

“The World of Luxury as Seen by Consumers of Non-deceptive Luxury Counterfeit Goods”, 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group, Cambridge

September 2009

“Non-deceptive Counterfeiting: Can We Call It a Misbehaviour?”, 9th International Marketing Trends Conference, Venezia (Italy)

January 2010

“Sustaining Brand Reputation in the Face of Counterfeiting: Does the Type of Counterfeiting Matter?” (Maman & Biswas), 14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Rio de Janeiro (Brazil).

May 2010

“Buying Counterfeit Specialty Goods: A Multi-Country Exploration of Consumer Motivations” (Phan, Lu, Maman & Luciana De Araujo Gil, CCT 5 Conference, Wisconsin

June 2010

“From Luxury Counterfeits to Genuine Goods: Why Would Consumers Switch? Insights for Marketers & Retailers”, 17th International Conference on Recent Advances in Retailing and Consumer Services Science, Istanbul (Turkey).

July 2010

“Using Netnography and Structural Semiotics to Analyse Anti-counterfeiting Discourses on Facebook”, 8th International Qualitative Research Conference, Bournemouth University (UK).

September 2010

Symposium “Now I see What you Mean: Emerging Methodologies for Revealing Consumers’ Brand Meanings”, ACP Annual Winter Conference, Atlanta (USA).

February 2011

“Sustaining Brand Reputation in the Face of Counterfeiting: Considerations on the Complexity of a Business with Many Faces” (Maman & Nyeck),Brand Camp, University of Innsbrück (Austria).

March 2011

“Food Retailing in Remote Areas: The French Polynesia Case Study” (Maman & Talbi) & “The Counterfeit Ritual: Inside the Selling World of Vu Cumprà”, 18th International Conf. on Recent Advances in Retailing and Consumer Services Science, San Diego (USA).

July 2011

“Branded Content: Toward a Segmentation of Relevant Audiences” (Sors & Maman), 2nd International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR).

September 2012

“From luxury counterfeits to genuine goods: switching opportunities? A segmentation of consumers”, ACR Conference, Vancouver (Canada).

October 2012

"Le Made In est devenu une marque", C. Galbrun, Réussir Vigne (182),

February 2012

"Le Made In France fait-il vendre?", V. Leboucq, Les Echos,(Link)

January 2012

In English :
in Ungherian :

Le Soir-Echos, "La contrefaçon prend du poinds", M. Mounjid

December 2011

RFI (Radio France International): “Le made in France, un vrai pari économique ou un argument électoral?”

March 2012


  1. Français

    Native or bilingual proficiency
  2. Anglais

    Native or bilingual proficiency
  3. Italien

    Full professional proficiency
  4. Allemand

    Elementary proficiency


ESSEC - ESSEC Business School

Ph.D., Business Administration

Title of Dissertation:

"A Journey to the Centre of the World of Fashion & Luxury Counterfeiting: An Emic Perspective to Better Communicate With Consumers"

Activities and Societies: Qualitative research. Semiotics.

ESSEC Business School

Master Spécialisé, Stratégie et Ingénierie des Affaires Internationales

A one year post-graduate program fully combining Marketing, International Management, Finance and Strategy.
Optionnal courses followed in the the Specialized Postgraduate Degree in Marketing. All courses in ENGLISH.

Ecole spéciale militaire de St Cyr

Diplôme d'Ingénieur, Informatique

A program combining a major in computer sciences and a military training for the French Army's officers:
Courses in leadership, logistics, psychology, communication and sport.

Ecole Sainte Geneviève

CPGE, Mathematics, Physics

Two years of preparatory classes to take competitive entrance examinations for the grandes écoles (graduate
schools of engineering). Main subjects: Mathematics and Physics.

Lycée Immaculée Conception

Baccalauréat, S Européen

Honors & Awards

Concours National de la Résistance et de la Déportation: 1st prize (2000) & 2nd prize (1999)


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