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Shahrzad Yaghtin

Associate Professor at UCLy

Research group (8) Sustainable enterprises and organizations

syaghtin@univ-catholyon.fr

Campus Lyon - Saint Paul
10 Place des archives 69002 Lyon

Function

  • Member of the Research group (8) Sustainable enterprises and organizations, UR CONFLUENCE : Sciences et Humanités (EA1598) Lyon Catholic University
  • Faculty researcher Lyon Catholic University

Further information

Research areas

Marketing Sustainability B2B marketing Circular economy Marketing Communication Account-based marketing

Teaching areas

Marketing Sciences de gestion Persuasive communication Information systems B2B Marketing Account-based Marketing CRM

Presentation

Dr Shahrzad Yaghtin is a faculty member at UCLy and a marketing researcher with the UR CONFLUENCE: Sciences et Humanités (EA1598). Before joining academia, she developed substantial professional experience in the B2B sector. Her research focuses on B2B marketing and sales, key account management, marketing communication, and digital initiatives. She also examines value co-creation and Service-Dominant Logic in B2B contexts. Her work draws on a diverse set of research methodologies, including both quantitative and qualitative approaches.
  • Scientific Publications & Communications
    • Articles In Peer-Reviewed Journals
      • YAGHTIN, Shahrzad, MERO, Joel (2024). «Augmenting machine learning with human insights; the model development for B2B pers». Journal of Business & Industrial Marketing, 39, 6, 1192-1208. [+]
      • YAGHTIN, Shahrzad (2022). «B2B digital content marketing in uncertain situations: a systematic review». Journal of Business & Industrial Marketing, 37, 9, 1852-1866. [+]
      • YAGHTIN, Shahrzad (2020). «Planning a goal-oriented B2B content marketing strategy». Marketing Intelligence and Planning, 38, 7, 1007-1020. [+]
    • Chapters
      • YAGHTIN, Shahrzad (2021). «Sustainable B2B marketing during a pandemic crisis: An overview of sustainable solutions and marketing practices». In : Al Kindi, Moosa bin Abdullah (dir.), Co-creating the Post COVID19 World Exploring Sustainable Path. Arab Open University, 49-66.
    • Presentations at Symposiums
      • Conference paper with proceedings
        • YAGHTIN, Shahrzad, CHENG, Yu-Jung. «Using Social Media Monitoring to Manage Buniness Online Reputation». 13th International Conference on New Ideas in Management, Economics and Accounting, IMEACONF 2024, May 2024, Rome, Italy. [+]
        • YAGHTIN, Shahrzad. «Creating content to enhance business customers' engagement: A motivational model». 10th International Conference on Opportunities and Challenges in Management, Economics and Accounting (OMEACONF), Omeaconf, June 2023, Nice, France. [+]
      • Conference paper
        • YAGHTIN, Shahrzad. «Developing a machine-learning based recommender system to persuade sustainable consumption». Persuasive 2023, Society for Persuasion and Technology (SPT), Eindhoven University of Technology, April 2023, Eindhoven, Netherlands.
        • YAGHTIN, Shahrzad. «Building sustainable resilience through dissiminating valuable information: Review of literature focusing on pandemic crises». Journée d'étude "Incertitude(s)", UR CONFLUENCE : Sciences et Humanités, UCLy, February 2023, Lyon, France.
        • YAGHTIN, Shahrzad, MERO, Joel. «How to integrate human insight with machine learning capabilities for B2B personalization». CBIM2021 "Challenges and opportunities for increasingly turbulent times in business markets", Center for Business and Industrial Marketing, June 2021, Georgia, United States of America.
  • Scientific valorisation and dissemination of knowledge
    • Products with a Didactic and/or Practical Purpose
      • Études de cas déposées
        • YAGHTIN, Shahrzad (2025). «MICROPRO: An integradted persuasive approach to promoting an ecologically safe product», M2262(GB). Centrale de cas et de médias pédagogiques (CCMP), 1-8. [+]
        • YAGHTIN, Shahrzad (2025). «Advancing Sustainability Through Persuasive Texts and Visuals», no. 525-0045-1. The Case Centre. [+]
        • YAGHTIN, Shahrzad (2025). «The B2B account selection process: How do industrial firms select B2B accounts», M2239(GB). Centrale de cas et de médias pédagogiques (CCMP), 8. [+]
        • YAGHTIN, Shahrzad (2024). «Turning Trash into Treasure: Designing Marketing Messages That Persuade». The Case Centre.
        • YAGHTIN, Shahrzad (2024). «ONYA: How to persuade consumers to buy a sustainable product?», M2229. Centrale de cas et de médias pédagogiques (CCMP), 1-7. [+]
        • YAGHTIN, Shahrzad (2024). «The Re-factory: Value creation through Circular Economy», 524-0083-1. The Case Centre, 1-4. [+]
    • Popular Science
      • Articles
        • YAGHTIN, Shahrzad (2023). «Gamification in education: What considerations should be noticed to leverage it?». Le Blog de l'ESDES. [+]
        • YAGHTIN, Shahrzad (2023). «Building sustainable resilience through dissiminating valuable information: Review of literature focusing on pandemic crises». Le Blog de l'ESDES. [+]
        • YAGHTIN, Shahrzad (2023). «The Circular Economy: A concept with Meanings and Similar Terms». Le Blog de l'ESDES. [+]
        • YAGHTIN, Shahrzad (2022). «How Nudge Theory Can Motivate people to Embrace Sustainable Consumption?». Le Blog de l'ESDES. [+]
  • Scientific Collaborations
    • Member of research laboratories
      • Since 2022, Member of the Research group (8) Sustainable enterprises and organizations, UR CONFLUENCE : Sciences et Humanités (EA1598), UCLy, France
  • Diplomas
    • 2020, Doctorat en Sciences de gestion, Marketing, Université islamique Azad(IAU), Iran
  • Pedagogical activities and responsabilities
    • Since 2022, Faculty researcher, UCLy, France
    • 2021 - 2022 Teacher, Islamic Azad University (IAU), Iran