Aarhus University Seal

Jean-Paul de Cros Peronard

Associate Professor

Profile photo

Jean-Paul de Cros Peronard

Associate Professor

  • Department of Business Development and Technology
Type of address: Postal address.
Birk Centerpark 15
8001, 1112

Email: jeanpaul@btech.au.dk

Mobile: +4522381969

Curriculum Vitae

Jean-Paul de Cros Peronard, born 1969, is an associate professor at Aarhus University, BTECH and has more than 20 years of experience in research and teaching marketing and business development. His focus areas are service, technology and culture, as well as the strategic and operational elements of business and organizational networks. As an interdisciplinary explorer, Peronard bridge different research traditions such as empiricism and interpretive research in the effort to push scientific boundaries and to allow for more comprehensive understanding of business and consumer reality.

Teaching Activities

  • Digital business strategy (course responsible)
  • Interactive service marketing (course responsible)
  • Advanced marketing management (course responsible)
  • International marketing management (course responsible)
  • Globalization (course responsible)
  • Service marketing (course responsible)
  • Consumer behavior (course responsible)
  • Entrepreneurship
  • Supervising PhD., master thesis, and bachelor projects

Previous employment

  • Department of Marketing and Management, SDU (2007-2012)
  • Institute for Rural Research and Development, SDU (2006-2007)
  • Fyns County's marketing activities in Syddanske Forskerparker Odense (2003-2006)
  • Institut for Afsætningsøkonomi, Odense Universitet (1998-2003)


  • PhD in Business Administration from the University of Southern Denmark, (2006)
  • Master's Degree in International Marketing from the University of Southern Denmark (1997)
  • Bachelor Degree in Business Administration from the University of Southern Denmark (1995)

Other activities

  • Employee Representative (2020-)
  • Study coordinator, cand.merc. (2019-2023)
  • Evaluator on different assessment committees (2017-)
  • Member of the Board of the Funen Business Club (2003-2006)
  • Visiting scholar at the Department of Communication Studies, invited by Prof. George E. Cheney, University of Montana-Missoula (2000-2001)
  • Several innovation projects focusing on work environment, robotics and knowledge network


Technology-Enabled Well-Being in the Era of IR4.0: Marketing and Public Policy Implications

Abhijit, R., Bakpayev, M., Boninsegni, M. F., Kumar, S., Peronard, J-P. D. C. & Reimer, T., May 2023, In: Journal of Consumer Marketing. 40, 4, p. 431-444 14 p.

An approach to the study of service and the self

Peronard, J-P. D. C., 2023.

Can communication theory advance research when environmental issues become wicked? The case of microplastics

Ballantyne, A. G. & Peronard, J-P. D. C., 2023, In: Science Communication. 45, 2, p. 267-276 10 p.

An integrated view on managing business development in organizations

Peronard, J-P. D. C., 2022, In: Journal of Creativity and Business Innovation. 8, 19 p.

Opportunities of and Threats to Consumer Well-Being in the Age of Fourth Industrial Revolution (IR 4.0) Technologies

Boninsegni, M., Abhijit, R., Bakpayev, M., Kumar, S., Peronard, J-P. D. C. & Reimer, T., 2022, In: Digital Policy, Regulation and Governance. 24, 1, p. 93-105 13 p.

Rethinking Plastic Waste Management: A Service Ecosystem Perspective

Peronard, J-P. D. C., Ballantyne, A. G. & Sarker, S., Nov 2021, (Accepted/In press).

Media constructions of the environmental issue of microplastics: The case of Denmark

Ballantyne, A. G. & Peronard, J-P. D. C., 8 Sept 2021.

Media Issue Crystallization: The Case of Microplastic in Denmark

Ballantyne, A. G., Peronard, J-P. D. C., Hansen, R. A. & Gross, A., Jul 2021, In: Environmental Communication. 15, 5, p. 610-624 15 p.

Interorganizational learning: a strategic framework for service networks

Peronard, J-P. D. C., May 2021, In: The Learning Organization. 28, 2, p. 195-207 13 p.

Consumer waste meaning(s): A semiotic perspective

Smaniotto, C., Peronard, J-P. D. C. & Ballantyne, A. G., 2020, Advances in Consumer Research. Argo, J., Lowrey, T. M. & Schau, H. J. (eds.). Association for Consumer Research, Vol. 48. p. 134-138

Broadening the understanding of the role of consumer services in the circular economy: toward a conceptualization of value creation processes

Peronard, J-P. & Ballantyne, A. G., Dec 2019, In: Journal of Cleaner Production. 239, 9 p., 118010.

Organizing for inter-organizational learning in service networks

Peronard, J. P. & Brix, J., 2019, In: The Learning Organization. 26, 3, p. 276-288 13 p.

Service network innovation: managerial challenges

Peronard, J-P. D. C. & Goduscheit, R. C., 2019, Proceedings of the 20th International CINet Conference. Continuous Innovation Network, 11 p.

The phenomenology of high-tech healthcare

Lystbæk, C. T. & Peronard, J-P., 1 Jun 2018.

Sensemaking in collaborative networks: creating and balancing activities in open business models

Peronard, J-P. & Brix, J., 2018, In: International Journal of Entrepreneurship and Innovation Management. 22, 6, p. 545-561 17 p.

The valorisation of robots in robotics research: A conceptual framework

Peronard, J-P., Lystbæk, C. T. & Nørskov, S., 2018.

Business Development in Interfirm Collaborations: Proposing a theory of Social Creativity in Service Networks

Peronard, J-P. & Brix, J., 2017, In: Journal of Creativity and Business Innovation. 3

Conceptualizing Service Networks: Towards a research agenda

Peronard, J-P., 2017.

Linking service networks to the circular economy

Peronard, J-P., 2016.

Social Creativity in Service Networks: A Conceptual Approach to Increased Value Creation

Peronard, J-P. & Brix, J., 2016.

The Networked Spectacle: Communication and the challenges of delivering inter-firm customer experience

Peronard, J-P., 27 Jul 2015, Book of Abstract. 37 p.

Managing Inter-Organizational Networks for Customer Value: Constructing Networks in the Experience Economy

Peronard, J-P., Jun 2014, Proceedings for the PMA 2014 conference: Designing high-performing organisations. (Proceedings for the PMA 2014 conference: Designing high-performing organisations).

In the Hands of Service Robots: The development of a consumer typology

Peronard, J-P., 8 Jul 2013.

Cross-Cultural Understanding of Robotics: Exploring the East-West Divide

Peronard, J-P., 2013, In: International Journal of Technology Marketing. 8, 1, p. 24–43 20 p.

Readiness for Living Technology: A Comparative Study of the Uptake of Robot Technology in the Danish Healthcare Sector

Peronard, J-P., 2013, In: Artificial Life. 19, 3-4, p. 421-436 16 p.

Innovation gennem forbedring af arbejdsmiljøet

Peronard, J-P., Aug 2012, In: Magasinet Arbejdsmiljø. 3, 8, p. 50-51 2 p.

User Motivation for Broadband: A Rural Danish Study

Péronard, J-P. D. C. & Just, F., 2011, In: Telecommunications Policy. 35, 8, p. 691-701

The Human Use of Living Technology: Toward a Cultural Understanding of Robots

Péronard, J-P. D. C., Aug 2010, Artificial Life XII: Proceedings of the Twelfth International Conference on the Synthesis and Simulation of Living Systems. MIT Press, p. 677 2 p.

Living Technology: 5 Questions

Péronard, J-P. D. C., 2010, Living Technology: 5 Questions. Automatic Press, p. 131-141 11 p.

De trådløse skolebørn

Peronard, J-P., 24 Aug 2009, In: Fyens Stiftstidende. p. 7 1 p.

Bredbånds betydning for den regionale udvikling

Peronard, J-P. & Just, F., 2008, Bredbånds betydning for den regionale udvikling. 63 p. (IFUL Rapport).

Bredbåndsteknologi i landdistrikterne: Problemer, potentialer og perspektiver belyst gennem udvalgte EU-projekter .

Peronard, J-P. & Just, F., 2008, (IFUL Rapport).

Communication, Convergence and Contradictions: The Emergent Culture of Inter-organizational Networks

Péronard, J-P. D. C., 2007, Odense: Syddansk Universitetsforlag. 360 p.

A network analysis of a IT-collaboration

Peronard, J-P., Feb 2002, In: Metode & Data. 87, p. 4-23

Inter-Organizational Communication Network: Position and the perception of network relations

Peronard, J-P., 2002.

IT i fynske virksomheder og offentlige organisationer: Anvendelse og udvikling af kompetencer

Christensen, L. T. & Peronard, J-P., Aug 2000, Den Fynske Fond for Erhvervsøkonomisk Forskning/Odense Erhvervsråd. 2. delundersøgelse.

IT i fynske virksomheder og offentlige organisationer: Anvendelse og udvikling af kompetencer

Christensen, L. T. & Peronard, J-P., May 2000, Den Fynske Fond for Erhvervsøkonomisk Forskning/Odense Erhvervsråd. 1. delundersøgelse.

Små og mellemstore fremstillingsvirksomheders markedsmæssige position og udvikling

Madsen, T. K. & Peronard, J-P., 1999, (Working paper in marketing, Vol. 21).

Vækst og kompetence i handels- og servicevirksomheder

Peronard, J-P. & Bangskjær, B., 1999, (Working paper in marketing, Vol. 23).