ResearchING

As a marketing researcher, I am interested in innovation and business-to-business (B2B) marketing, with a focus on the creative industries. I look at the "behind the scenes" activities enabling the creation and fruition of products and services.

I have presented my work at conferences and workshops and published in international peer-reviewed journals (such as Industrial Marketing Management and Journal of Product Innovation Management). I regularly act as reviewer for scholarly publications.

My research has been funded by competitive university and agency funds.

I have experience in supervising research students at the undergraduate, postgraduate and doctoral levels.

CURRENT projects

My current research projects focus on the following themes:

Non-Fungible Tokens (NFTs) in the Creative Industries
Business-to-Business Marketing in the Creative Industries
Channel Management Activities

More details for current and prospective students can be found here.

Journal Publications

Cavallucci, Martina, Alice Andalò, Valentina Danesi, Nicola Gentili, Ilaria Massa, Emanuela Scarpi, Mariachiara Restuccia et al. (2025). Survey on cancer patients’ attitudes towards AI and data protection: A cross-sectional study from an Italian cancer center. International Journal of Medical Informatics: 106237.
Boukis, Achilleas, and Mariachiara Restuccia (2025). Developing a strategic typology of non-fungible tokens (NFTs). Journal of Marketing Management, 41(13-14), 1403-1426.
Mogaji, Emmanuel, Mariachiara Restuccia, Zoe Lee and Nguyen Phong Nguyen, (2023) “Branding and positioning strategies of top performing B2B service brands in Africa”, Industrial Marketing Management, 108: 237-250.
Legoux, Renaud and Mariachiara Restuccia (2019), “B2B Relationships on the Fast Track. An Empirical Investigation into the Outcomes of Solution Provision”, Industrial Marketing Management, 76: 203-213.
Restuccia, Mariachiara, Ulrike de Brentani, Renaud Legoux, and Jean-François Ouellet (2016), “Product Lifecycle Management and Distributor Contribution to New Product Development”, Journal of Product Innovation Management, 33(1): 69–89.

Manuscripts under review

Piehlmaier, Dominik, Emanuela Stagno and Mariachiara Restuccia (2023). Crypto Assets and Investor Overconfidence. Under review, ABS 4* journal.
Restuccia Mariachiara, Achilleas Boukis, Charles Hofacker and Fulya Acikgoz (2022), “NFT in a lifecycle perspective”, Under review, ABS 2 Journal.
Restuccia, Mariachiara, Renaud Legoux, and Francesco Pasimeni, “Recognizing Channel Members: An Event Study Analysis”, Reject & Resubmit, Journal of the Academy of Marketing Science

Work-in-progress

Restuccia, Mariachiara, Dennis Tourish and Zahira Jaser, “Fallen corporate heroes in pedagogical case studies”, Writing stage

Grants

University of Sussex Business School Funds:

2015: Channel Awards
2021: Fallen Corporate Heroes in Pedagogical Case Studies (with Zahira Jaser and Dennis Tourish)
2022: Sustainability in the UK Festival Sector (with Monica Masucci and Margaretta Jolly)
2022: NFTs and Overconfidence (with Dominik Piehlmaier and Emanuela Stagno)

External Funders:

2022: British Academy Small Grant, "Non-Fungible Tokens (NFTs): Evolution, revolution or fad in the creative industries? Evidence from UK creators and artists" (with Charles Hofacker and Guido Guerzoni)
2024: Academy of Marketing, "Do Business-to-Business new products developed by university spin-outs benefit from the 'University Knowledge Inside' effect?" (with Matilde Lucheschi and Gianluca Memoli)

PhD supervision

2021- present: Yousef AWAD ALSHARARI (with Chris Storey and Achilleas Boukis)

PhD examiner

2021: Martha Bloom (SPRU, University of Sussex), "Creative Arts and STEM Fusion in and around the UK Creative Industries: A multi-level study"

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