Stephane Ganassali is associate professor of marketing at the IAE (Faculty of Economics and Business) of the University of Savoie Mont Blanc (France) – He got a PhD in business sciences from the University of Grenoble in 1995. He’s the head of the European Master of Business Studies http://www.embs.eu – joint Master operated by Universities of Trento (Italy), Kassel (Germany) and Leon (Spain). He has been involved into Dukenet activities since 1997, being project leader of the Marketing simulation for 10 years. He also has been coordinating Erasmus Intensive Programmes focused on marketing research like Eurosurvey (2008-2010) and Consider (2013-2014). His teaching and research expertises are related to marketing research and consumer behavior. He also is serving as a scientific advisor for Le Sphinx (software company) for 15 years.