Margherita Pagani

Margherita Pagani is Full Professor of Digital Marketing, Director AIM Research Center on Artificial Intelligence in Value Creation, Academic Co-Director of the MsSc in Digital Marketing and Data Science at emlyon business school (France), Adjunct Professor of Digital Marketing at Bocconi University (Milan). She holds a Ph.D. in Management and the HDR (Habilitation à Diriger des Recherches). She was Visiting Scientist at MIT’s Sloan School of Management (2008 and 2003), Visiting Professor at Redlands University, California (2004), Georgetown University (2009, 2010), National University of Singapore (2011, 2012), University California Los Angeles -UCLA (2013) and Affiliate at Massachusetts Institute of Technology. She served as Associate Editor for the Journal of Information Science and Technology.

Her current research examines the impact of Artificial Intelligence on value creation, how AI and emergent technologies influence consumer engagement and user behavior. She also studies dynamics of digital enabled business ecosystems.

She published several books (in US, Asia, Europe) two encyclopedias and articles in leading international journals, such as MISQuarterly, International Journal of Electronic Commerce, Journal of Business Research, Information & Management, Journal of Interactive Marketing, Journal of International Advertising, Psychology & Marketing, Technology Analysis and Strategic Management, Technological Forecasting and Social Change, and a variety of other publications.

For her research activity and publications in the mobile marketing field, she won the 2009 Mobile Marketing Association Global Award “Academic of the Year”. Her article published in MISQuarterly was selected as finalist “Best European Research Paper of the year 2014”. She also got the award for distinctive academic research from Bocconi University for the results achieved during the periods 2004-2006.

EDUCATION

• 2016 HDR (Habilitation to Direct Researches)
• 2015 Ph.D. in Management - University Jean Moulin Lyon 3
• 2013: Eligibility as Full Professor in Management
• 2010: Eligibility as Associate Professor according to the Italian Law 210/1998
• 2006 : MIT Program inData and Models in Engineering Science and Business Part I and II- MIT Massachusetts Institute of Technology, Cambridge,Massachusetts (certified)
• 2005 : MIT Program in Individual Choice Behavior: Theory and Application of Discrete Choice Analysis - MIT Massachusetts Institute of Technology, Cambridge, Massachusetts (certified).
• 1990-1995 : Degree (Master of Science) in Business Administration - (summa cum laude) Bocconi University, Milan (Italy) Major in Management of International Corporations.

AWARDS

• 2014: Finalist "Best Paper European Research Paper of the year 2014" for the article "Digital Business Strategy and value creation: framing the dynamic cycle of control points" MISQuarterly (2013), 37(2)
• 2013 : “Honorable Mention” by Business Horizons and Elsevier “Best articles” category published in 2012 for the article Rhom A., Gao, T. Sultan F., Pagani M. (2012) “Brand in the hand: a cross-market investigation of consumer acceptance of Mobile Marketing” Business Horizons, Vol. 55 (5), 485-493
• 2010 : Winner of the Italian Associate professorship public competition
• 2009 : Mobile Marketing Association Global Award Academic of the Year for her research activity and publications in the mobile marketing field.
• 2006 : Bocconi University (Italy) award for distinctive academic research (period 2004-2006)

EXPERIENCE

• Since 2017: Full Professor emlyon business school
• Since 2017: Co-Director MsSc. in Digital Marketing and Data Science
• 2013-2017 : Associate Professor emlyon business school
• Since 2013 : Adjunct Professor Bocconi University
• Since 2010 : Executive Faculty Member of Lorange Institute of Business (Zurich)
• 2006 – 2012 : Assistant Professor - Management Department, Bocconi University
• 2008 - 2011 : MIT Sloan Affiliate – MIT Massachusetts Institute of Technology.
• Since 2006 : Fellow CSSLab (Customer and Service Science Lab) Università Bocconi.
• Since 2013 : Fellow Research Center ASK – Bocconi University.
• 2008 : Visiting Scientist – MIT’s Sloan School of Management.
• 2003 : Visiting Scholar, Sloan School of Management - MIT Massachusetts Institute of Technology - Cambridge (Boston).
• 2000-2006 : Research Fellow (I-LAB Research Center on Digital Economy), Bocconi University.
• 1998-2000 : Assistant Marketing Department – SDA Bocconi

EXPERTISE

• Digital Marketing
• Mobile Marketing
• Social Media
• System Thinking
• Quantitative Market Research
• Digital Business Models

RESEARCH INTEREST

• Digital marketing
• Mobile Marketing
• Consumer behavior and social media
• Experiential engagement and social media (social TV, Location based social networks, brand pages)
• The effects of privacy on consumer behavior in social networks
• Robotics and AI

PUBLICATIONS

ACADEMIC ARTICLES (32)

‑ Pagani, Margherita. 2018. “Chance favors the connected mind”: Tribute to a world class editor.Industrial Marketing Management, FORTH

‑ Pagani, Margherita, Pardo, Catherine. 2017. The impact of digital technology on relationships in a business network.Industrial Marketing Management, FORTH

‑ Pagani, Margherita, Malacarne, Giovanni. 2017. Experiential engagement and active vs. passive behavior in mobile location-based social networks: the moderating role of privacy.Journal of Interactive Marketing, 37: 133-148 p.

‑ Godinho, Pedro, Moutinho, Luiz, , Pagani, Margherita. 2017. A Memetic Algorithm for Maximizing Earned Attention in Social Media.Journal of Modelling in Management, 12 (3): 364-385 p.

‑ Fortes, Nuno, Rita, Paulo, , Pagani, Margherita. 2017. The effects of privacy concerns, perceived risk and trust on online purchasing behaviour.International Journal of Internet Marketing and Advertising, 11 (4): 307-329 p.

‑ Pagani, Margherita, GOLDSMITH, Ronald E., , PERRACCHIO, Andrea. 2015. Standardization vs. adaptation: consumer reaction to TV ads containing subtitled or English dubbed ads.International Journal of Advertising, 34 (4): 702-714 P.

‑ VERNUCCIO, Maria, Pagani, Margherita, , BARBAROSSA, Camilla, , Pastore, Alberto. 2015. Antecedents of brand love in online network-based communities: A social identity perspective.Journal of Product and Brand Management, 24 (7): 706-719 P.

‑ BORGES, Monica, Rita, Paulo, , Pagani, Margherita. 2015. An exploratory study into the determinants of adoption of mobile TV services: an integrated value perspective.International Journal of Electronic Business, 12 (1): 70-94 P.

‑ Pagani, Margherita. 2014. Business Models Disruptions in the Digital Broadcasting Industry.Micro & Macro Marketing, 23 (1): 53-66 P.

‑ Pagani, Margherita. 2013. Digital Business Strategy and Value Creation: Framing the Dynamic Cycle of Control Points.MIS Quarterly, 37 (2): 617-632 P.

‑ Pagani, Margherita, OTTO, Peter. 2013. Integrating strategic thinking and simulation in marketing strategy: Seeing the whole system.Journal of Business Research, 66 (9): 1568-1575 P.

‑ GOLDSMITH, Ronald E., Pagani, Margherita, , LU, Xiaojing. 2013. Social Network Activity and Contributing to an Online Review Site.Journal of Research in Interactive Marketing, 7 (2): 100-118 P.

‑ GAO, Tao Tony, ROHM, Andrew J., , SULTAN, Fareena, , Pagani, Margherita. 2013. Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance.Journal of Business Research, 66 (12): 2536–2544 P.

‑ Pagani, Margherita, GOLDSMITH, Ronald E., , HOFACKER, Charles F.. 2013. Extraversion as a stimulus for user-generated content.Journal of Research in Interactive Marketing, 7 (4): 242-256 P.

‑ ROHM, Andrew J., GAO, Tao Tony, , SULTAN, Fareena, , Pagani, Margherita. 2012. Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing.Business Horizons, 55 (5): 485–493 P.

‑ Pagani, Margherita. 2011. L' influenza dei fattori contestuali sull'usabilità percepita dei terminali mobili.Finanza Marketing e Produzione, 2011-1: 62-83 P.

‑ Pagani, Margherita. 2011. When usefulness does not matter: affective versus cognitive components in the adoption of mobile TV services.International Journal of Mobile Marketing, 6 (1): 5-27 P.

‑ Pagani, Margherita, MIRABELLO, Alessandra. 2011. The influence of personal and social interactive engagement in social TV websites.International Journal of Electronic Commerce, 16 (2): 41-67 P.

‑ Pagani, Margherita, HOFACKER, Charles F., , GOLDSMITH, Ronald E.. 2011. The influence of personality on active and passive use of social networking sites.Psychology and Marketing, 28 (5): 441–456 P.

‑ Pagani, Margherita, HOFACKER, Charles F.. 2010. Use and Participation in Virtual Social Networks: A Theoretical Model.International Journal of Virtual Communities and Social Networking, 2(1): 1-17 P.

‑ Pagani, Margherita. 2009. Nouvelle chaîne de valeur pour le sans-fil de troisième génération: attractivité du marché et changements d'advantages concurrentiels.Revue française du marketing, 222: 5-20 P.

‑ Pagani, Margherita. 2009. Roadmapping 3G mobile TV: Strategic thinking and scenario planning through repeated cross-impact handling.Technological Forecasting and Social Change, 76 (3): 382-395 P.

‑ Pagani, Margherita. 2008. A Value-Choice model to forecast market consequences of 3G mobile service design decisions.International Journal of Mobile Marketing, 3 (1): 23-31 P.

‑ Pagani, Margherita, Fine, Charles H.. 2008. Value network dynamics in 3G–4G wireless communications: A systems thinking approach to strategic value assessment.Journal of Business Research, 61 (11): 1102-1112 P.

‑ Pagani, Margherita. 2007. A Vicarious Innovativeness Scale for 3G Mobile Services: Integrating the Domain Specific Innovativeness Scale with Psychological and Rational Indicators.Technology Analysis and Strategic Management, 19 (6): 709-728 P.

‑ Pagani, Margherita. 2007. A Market Forecasting Model for Third Generation Mobile Multimedia Services.Revista Romana de Marketing, 2007 (1): 103-123 P.

‑ Pagani, Margherita. 2006. Challenges of Usability Evaluations in the Emerging Multimedia Environment.Journal of Information Science and Technology, 3 (3)

‑ Pagani, Margherita. 2006. Determinants of adoption of High Speed Data Services in the business market: Evidence for a combined technology acceptance model with task technology fit model.Information and Management, 43 (7): 847-860 P.

‑ Pagani, Margherita. 2004. Determinants of adoption of third generation mobile multimedia services.Journal of Interactive Marketing, 18 (3): 46-59 P.

‑ Pagani, Margherita. 2000. La dimensione economica del nuovo cinema italiano.Franco-Italica, 14

‑ Pagani, Margherita. 2000. Interactive television: A model of analysis of business economic dynamics.The International Journal on Media Management, 2 (1): 25-37 P.

‑ Pagani, Margherita. 1995. L' emittente locale come impresa economica.Economia & Management, 95 (5): 112-123 P.

BOOKS (7)

‑ Pagani, Margherita. 2008. Encyclopedia of Multimedia Technology and Networking. 2nd ed..: Information Science Reference 1756 P.

‑ Pagani, Margherita. 2006. Wireless technologies in a 3G-4G mobile environment: exploring new business paradigms.: Egea 228 P.

‑ Pagani, Margherita. 2005. Mobile and Wireless Systems Beyond 3G: Managing New Business Opportunities.: IRM Press 398 P.

‑ Pagani, Margherita. 2005. Encyclopedia of Multimedia Technology and Networking.: Idea Group Publishing 1218 P.

‑ Pagani, Margherita. 2004. Full Internet Mobility in a 3G-4G mobile environment: managing new business paradigms.: Egea

‑ Pagani, Margherita. 2003. Multimedia and Interactive Digital TV: Managing the Opportunities Created by Digital Convergence.: Irm Press 300 P.

‑ Pagani, Margherita. 2000. La tv nell'era digitale. Le nuove frontiere tecnologiche e di marketing della comunicazione televisiva.: Egea 160 P.

BOOK CHAPTERS (26)

‑ Pagani, Margherita. 2015. Tecnologie per Online contents., Report AIRI, Associazione Italiana per la Ricerca Industriale. : AIRI, Associazione Italiana per la Ricerca Industriale

‑ Pagani, Margherita. 2013. Il ruolo del Digital Marketing., Marketing: Il management orientato al mercato. : Hoepli, 395-411 P.

‑ LU, Xiaojing, GOLDSMITH, Ronald E., , Pagani, Margherita. 2013. Two Sided Market and Social Media., Organizations and Social Networking: Utilizing Social Media to Engage Consumers. : IGI Global, 197-213 P.

‑ Pagani, Margherita, CHIZZOLI, Christian. 2012. Il comportamento del consumatore online., Prodotto, consumatore e politiche di mercato quarant’anni dopo: Scritti in onore di Stefano Podestà. : Egea, 85-102 P.

‑ Pagani, Margherita. 2011. Branding strategies for digital TV channels., Branding and Sustainable Competitive Advantage: Building Virtual Presence. : IGI Global, 57-68 P.

‑ Pagani, Margherita, PACE, Stefano, , VIANELLO, Silvia. 2011. Digital Marketing., Marketing Management: Progettare e generare valore per il cliente. : Egea, 763-785 P.

‑ Pagani, Margherita. 2008. Interactive digital television ., Encyclopedia of Multimedia Technology and Networking. 2nd ed.. : Idea Group Publishing, 726-734 P.

‑ Pagani, Margherita, PASINETTI, Chiara. 2008. Accessibility, Usability and Functionality in T-Government services., Encyclopedia of Multimedia Technology and Networking. 2nd ed.., 1-8 P.

‑ Pagani, Margherita, SCHIPANI, Danilo. 2008. Motivations and barriers to the adoption of 3G mobile multimedia services: an end-user perspective in the Italian market., Multimedia Technologies: Concepts, Methodologies, Tools, and Applications. : IGI Global, 182-192 P.

‑ Pagani, Margherita, PASINETTI, Chiara. 2008. Technical and Functional Quality in the Development of T-Government Services., Electronic Government: Concepts, Methodologies, Tools and Applications. : Information Science Reference, 2943-2965 P.

‑ Pagani, Margherita. 2007. Business Models with the Development of Digital iTV Services: Exploring the Potential of the Next Transaction Market., Interactive Digital Television: Technologies and Applications. : IGI Global, 320-338 P.

‑ Pagani, Margherita, PASINETTI, Chiara. 2007. Technical and Functional Quality in the Development of T-Government Services., Mobile Government: An Emerging Direction in E-government. : IGI Publishing, 375-405 P.

‑ Pagani, Margherita. 2005. 3G Wireless Market Attractiveness: Dynamic Challenges for Competitive Advantages., Mobile and Wireless Systems Beyond 3G: Managing New Business Opportunities. : IRM Press, 1-22 P.

‑ Pagani, Margherita. 2005. Measuring the Potential for IT Convergence at Macro Level., Encyclopedia of Multimedia Technology and Networking. : Idea Group Publishing, 571-578 P.

‑ Pagani, Margherita. 2005. Interactive digital television., Encyclopedia of Multimedia Technology and Networking. : Idea Group Publishing, 428-436 P.

‑ Pagani, Margherita. 2005. The Critical Role of Digital Rights Management processes in the context of the Digital Media Management Value Chain., Information Security and Ethics: Social and Organizational Issues . : IRM Press, 292-308 P.

‑ Pagani, Margherita. 2005. Determinants of Adoption of HSD (High Speed Data) Services in the Business Market., Managing Modern Organizations with Information Technology. : IGI Global, 292-308 P.

‑ Pagani, Margherita. 2004. Business drivers in the corporate market for mobile data technology., Innovations Through Information Technology. : IGI Global, 1269-1272 P.

‑ Pagani, Margherita. 2003. The critical role of Digital Rights Management processes in the context of the digital media management value chain., Information Technology and Organizations: Trends, Issues, Challenges and Solutions. : Idea Group Publishing, 961-964 P.

‑ Pagani, Margherita. 2003. Motivations and barriers to the adoption of 3G mobile multimedia services: an end-user perspective in the Italian market., Information Technology and Organizations: Trends, Issues, Challenges and Solutions. : Idea Group Publishing, 957-960 P.

‑ Pagani, Margherita. 2003. Measuring the Potential for IT Convergence at Macro Level: a Definition Based on Platform Penetration and CRM Potential., Technologies & Methodologies for Evaluating Information Technology in Business. : Idea Group Publishing, 123-142 P.

‑ Pagani, Margherita, SCHIPANI, Danilo. 2003. Motivations and Barriers to the Adoption of 3G Mobile Multimedia Services: An End User Perspective in the Italian Market., E-Commerce and M-Commerce Technologies. : IGI Global, 80-95 P.

‑ Pagani, Margherita. 2002. Measuring the Potential for IT Convergence at Macro Level: A Definition Based on Platform Penetration and CRM Potential., Issues & Trends of Information Technology Management in Contemporary Organizations. : Idea Group Publishing, 1060-1063 P.

‑ Pagani, Margherita. 2002. I trend evolutivi aperti dallo sviluppo delle tecnologie digitali., La Tv diventa digitale: Scenari per una difficile transizione. : Franco Angeli, 94-105 P.

‑ Pagani, Margherita. 2001. Content management for a digital broadcaster., Managing Information Technology in a Global Economy. : Idea Group Publishing, 1062-1066 P.

‑ Pagani, Margherita. 1997. Struttura economica del Patchwork italiano: decentramento e multimedialità., Patchwork due: Geografia del nuovo cinema italiano (Italian Edition). : Castoro, 241-270 P.