Olivier Mokaddem launched Fast & Fresh in 2014, an agency dedicated to research on user needs. The company has based its success on respect for scientific methods and research ethics. Through his past engagement with inclusive design and his numerous works on the subject, Olivier Mokaddem offers a valuable analysis of the LGBT entrepreneurial context that remains understudied in France within management literature and in business magazines. To compensate for the community’s lack of an economic history, Olivier Mokaddem traces its recent development in France, associating it with three distinct phases. In addition, he explores current market challenges that threaten the identity of this community and outlines opportunities that can enable these LGBT entrepreneurial populations to reinvent original value propositions.
The entrepreneurial LGBT population remains understudied in management and entrepreneurship literature. Economic geography has mostly studied this phenomenon to highlight how LGBT businesses engaged with poor neighborhoods between 1970 and 1990,. Some studies in microeconomics provide visibility only for certain types of activities developed by LGBT entrepreneurs in the areas of partying, travel, and venues. McWorther (2012) denounces the way in which economics literature has for too long presented these entrepreneurs as sellers of sexual liberation or freedom.
But what is the history of these populations and their contemporary contribution to the economy? Does the link made between entrepreneurship and emancipation following the advocacy movements of the late 1960s endure? If not, what is happening to this entrepreneurial community? How does it perceive itself? Are there persisting and tacit discriminations in the business world that concern it?E&I : Could you tell us about your background? How did you develop Fast & Fresh?Olivier Mokaddem: I am the director of a consumer usability agency called Fast & Fresh. Originally, I trained to be a psychologist studying at the University of Montpellier III. I belong to the branch of psychology that is interested in cognition. Briefly speaking, we liken the brain to a computer or a supercomputer and we try to do reverse engineering to understand how it works, whether it is a question of problem solving, perception, or emotions…
Directeur de Fast & Fresh, agence de stratégie des usages.
- Uploaded on Cairn-int.info on 08/02/2022