Founded in 2019, the chair TREND (S) is a space for prospective reflection bringing together companies, researchers, public authorities and citizens around a central question: What role does trade play in today's and tomorrow's society?

Co-built with its partners-sponsors, the chair is developing a scientific program aimed at:

• Illuminate the sustainable value creation — economic, social and environmental — trade, a key player in territorial and social cohesion;
• analyze and support the implementation of more sustainable business models, in particular circulars ;
• study transformations Organizational, Technological, Humans and Cultural necessary to respond to the profound changes in the sector.

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Scientific direction

Isabelle Collin-Lachaud — Founder and Scientific Director

A recognized expert in trade research for over 20 years, Isabelle Collin-Lachaud, University Professor in Management Sciences and Management at Toulouse School of Management - EPE Toulouse Capitole University, founded the TREND (S) chair in 2019.
In 2023, her competence was recognized by her appointment by the Minister of Commerce as one of the two universities. qualified personalities at the National Council of Commerce.

She now leads and coordinates a network of more than 35 researchers from more than 15 institutions within 4 countries, accompanied by research engineers, doctoral students and post-docs.

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An open and structured scientific community

The chair is based on a collaborative network of researchers in:

• marketing
• strategy
• organizational behavior
• human resources management
• geography
• accountancy-control
• sociology

Each project is defined in co-construction with partners-sponsors, making it possible to identify the most suitable expertise and to continuously expand the network, in France, Europe (United Kingdom, Germany, Spain, Belgium...), and beyond.

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Activities for 6 years

Support and deliverables for partners

• Regular reports of the work (monthly COPIL, dedicated workshops, short videos, white papers...).
• Flexible and tailor-made formats according to the needs of partner retailers.
• Direct, concrete and operational approach.

Scientific production and valorization

• Publications in the best international academic journals.
• Collective work: Retail revolutions in a society in transition.
• Numerous interventions in the media and institutional collaborations.

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Links to academic articles:

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- Resolving paradoxical tensions during business model innovation for sustainability in retail: The role of the ecosystem

- Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers

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Transmission and training

TREND (S) researchers teach in universities and colleges, allowing a immediate transfer knowledge to students.
The partners thus benefit from a pool of young talents trained in the challenges of tomorrow's business.

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Join the chair/Become a sponsor

Joining the TREND (S) Chair is much more than financial support: it is engaging in a strategic partnership at the service of tomorrow's commerce.

Why become a partner?

1. Access cutting-edge expertise

The chair offers privileged access to:

• Of dedicated research teams,
• recognized experts in management sciences, sociology, technology and sustainability,
• a capacity for independent, rigorous and prospective analysis.

2. Co-build projects aligned with your challenges

Partners participate directly:

• at the choice of themes,
• to the construction of protocols,
• to the operational monitoring of projects.

This guarantees results actionable, useful for your strategy, your teams and your operations.

3. Anticipating changes in retail

The work of the chair makes it possible to:

• understand ongoing transitions (ecological, technological, organizational),
• identify new economic models,
• assess the effects on territories, human resources, consumers, and supply chains.

A strong advantage in a sector in rapid transformation.

4. Develop your image and your social responsibility

Committing to TREND (S) means:

• affirm your desire to make trade part of a logic of sustainably And of social cohesion,
• strengthen your employer brand thanks to the proximity with students and researchers,
• benefit from visibility during public events, conferences and publications.

5. Supporting scientific innovation and long-term research

Sponsorship contributes to:

• finance innovative theses and projects,
• develop new methods of analysis,
• produce knowledge useful to the entire sector.

The partners are thus associated with an approach Collective, structuring and focused on impact.

For more information contact:: isabelle.collin-lachaud@tsm-education.fr