Current Projects

FOR CURRENT AND PROSPECTIVE STUDENTS:

Please read this if you are interested in being supervised by me for a research project.

I am open to considering *new* projects at all teaching levels (e.g., undergraduate, postgraduate and doctoral) on the following topics :

1. Why and how companies embed in their marketing activities:

1.a.Non-fungible tokens (NFTs),

1.b.Blockchain technology and

1.c the Metaverse

2. B2B Marketing topics in the Creative Industries, such as:

2.a. Innovation through inter-firm collaboration

2.b. Extending the product lifecycle of creative products through new formats (e.g., from book to video-game)

2.c. Intermediation and disintermediation dynamics in the creative sector

3. How B2B companies cope with uncertainty through:

3.a. Changes in their offering

3.b. Changes in their brand positioning

3.c. Changes in how they frame competition

3.d. Changes to their portfolio of B2B relationships

As concerns the methodologies, I will welcome:

- systematic literature reviews

- case studies about specific companies and organizations representative of the topics above

- exploratory approaches (e.g., interviews, observations, content analysis)

- survey-based research

- secondary data analysis