Valentina PITARDI. Postdoctoral Research Fellow KEDGE BUSINESS SCHOOL. PROFESSIONAL

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1 Valentina PITARDI Postdoctoral Research Fellow KEDGE BUSINESS SCHOOL PROFESSIONAL valentina.pitardi@kedgebs.com EDUCATION PhD at the Sapienza University of Rome, Management Department (IT) Master in Business Communication and Organizational Strategy - Faculty of Communication and Media Studies, Sapienza University of Rome (IT) Master Executive in Communication, marketing, advertising and publishing industry Helyos Communication - Awarded by Lazio Region (IT) Bachelor in Business Communication- Faculty of Communication and Media Studies, Sapienza University of Rome (IT) RESEARCH INTEREST Brand narrative and storytelling in online environment: this stream of research investigates how storytelling and brand narrative can affect consumer-brand relationship in social media context, by adopting both qualitative and quantitative methods. Mobile and Consumer Engagement: this stream of research examines how digital and mobile technologies change the behaviour and the decision making of consumers, and aims to investigate the effects of an interactive mobile engagement on consumer s attention and processing. This stream adopts primarily the experimental design method. Consumer Culture Theory: this stream of research deal with the current socio-cultural evolution of consumer research. This stream adopts primarily the qualitative and interpretive methods to address the complexities of consumer behaviour in different fields

2 2 Valentina PITARDI EXPERIENCE AT KEDGE BUSINESS SCHOOL Research Activities Present Researcher on the EU Alpine Space Project AlpFoodway. Particularly, she works on the identification of the best practices in the commercial valorization of Alpine Food Intangible Cultural Heritage. Other Academic Activities (Program Committees, Links with the Business Community and Institutions of Higher Learning) Present Member of the Academy of Marketing Science (AMS) Present Reviewer for the Association of Consumer Research (ACR), the Academy of Marketing Science (AMS), European Marketing Academy Conference (EMAC), Italian Marketing Academy (SIM), Journal of service Theory and Practice Present Member of the Association of Consumer Research (ACR) Present Member of the Italian Marketing Academy (SIM) OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH Positions held Adjunct Professor, LUISS University, Rome (IT) Research Teaching Assistant, Dep. Of Business and Management, LUISS University, Rome (IT) External Junior Researcher at Wine Management Lab, SDA Bocconi, Milan (IT) Research Teaching Assistant, Dep. of Communication and Social Science, Sapienza University of Rome (IT) PhD Student and casual lecturer, Sapienza University of Rome (IT). Courses taught Postgraduated International Marketing (Course taught in English), LUISS University (IT) Executive Education Master in Trade Management, course of Segmentation and Positioning (15h), LUISS BS (IT) Master in Marketing Management, course of Retailing, e-commerce and Omnichannel (7h) LUISS BS (IT) Master in Marketing Management, course of Category Management (5h) Master in General Management, course of Marketing (17h) LUISS BS (IT)

3 Valentina PITARDI Postgraduated Trade and Retail Marketing (Course taught in English), LUISS University (IT) Undergraduated Services Marketing (Course taught in Italian), LUISS University (IT) Postgraduated Digital Marketing (Course taught in Italian), Sapienza University (IT) Postgraduated Brand Management (Course taught in Italian), Sapienza University (IT) Undergraduated Marketing Management (Course taught in Italian), Sapienza University (IT) Digital Marketing Lab Co teaching -(Course taught in Italian), Faculty of Communication and Media Studies, Sapienza University of Rome (IT) Executive Education Master in Marketing and Communication in the Music Industry, course of Relationship Marketing and CRM (15h), Sapienza University of Rome (IT) Thesis supervisions Supervising 26 Thèses (Maîtrise) in the MSc Marketing programme LUISS University, Rome(IT) Supervising 12 Projets (Maîtrise) in the MSc Marketing programme LUISS University, Rome(IT) Participation to the Admission Juries in the MSc and Bachelor LUISS University, Rome (IT) Co-Supervising 32 Thèses (Maîtrise) in the MSc Marketing and Communication programme Sapienza University, Rome(IT) Workshop and Training 2011 International School of Text Automatic Analysis and Text mining models and methods, Package Taltac 2, Lexico, DTM-Vin, SAS ed R. Department MEMOTEF, Sapienza University of Rome (IT) School of Statistics and Cluster analysis, Package SPSS 15.0, CISC Department of Communication, Sapienza University of Rome (IT) School of Qualitative Research The Community, the memory and the time in the Center of Italy ; participant observation, in-depth interview, focus-group, ethnography. Prof. R. Cavallaro, Montorio nei Frentani (CB), Italy.

4 4 Valentina PITARDI 2002 School of Qualitative Research Cultural rituals in Catania: Sant Agata rite ; participant observation, in-depth and long interview, ethnography. Prof. R. Cavallaro, Catania (CT), Italy. Honors, Scholarship and Research Grant 2015 Service Science Best Paper Award at Naples Forum on Service, Naples, June for the article "The viable decision Maker for CAS survival". Coauthors: Francesca Iandolo and Luca Carrubbo Best Paper Award at International Marketing Trends Conference, Paris, January 23th-24th for the article "Drivers of Customer Brand Engagement in social media sites. An exploratory analysis" 2011 PRIN (Progetto di ricerca di interesse nazionale) Research grant for the project Brand identity Manipulations in social network sites. A Sociocognitive analysis. Financed by the MIUR, Italian Ministry of University and Research. Project Code: C26A10FC77. Amount: 5, PhD Full scholarship at the Sapienza University of Rome. BUSINESS EXPERIENCE 2013 Branding Consultant - Mostra D Oltremare, Naples (IT). Planning Brand strategies to improve the business performance on events markets and reinforce their brand reputation on the national and international market. Working on Marketing plans for portfolio exhibition development Social media Consultant - Azienda Agricola Fratelli Berlucchi (IT) Development and management of social media strategies for client and prospects. Content creation and community management activities 2007 PR Account Assistant - ImageLine Communications, London (UK). Arranged Media Kits for different clients; tracked and monitored press clippings and advertisement in order to evaluate press coverage and advertisement effectiveness. PUBLICATIONS Chapters in Books Pitardi V., (2016) Il Forum con le Imprese in Bruni A. (a cura di), Casi di marketing (vol. XII), Collana Best in Class - Giorgio Eminente, Franco Angeli, Milano, pp ISBN Michelini L., Iasevoli G.,Pitardi V. (2015). The Innovative Social Oriented Start-Up: The Role of Entrepreneurship Ecosystem and its Impact on the Social Capital, in Social Change:

5 Valentina PITARDI 5 Perspectives, Challenges and Implications for the Future, Nova Science Publishers, New York, ISBN: Articles published in refereed journals Carrubbo, L., Iandolo, F., Pitardi, V. & Calabrese, M. (2017). The viable decision maker for CAS survival: how to change and adapt through fitting process. Journal of Service Theory and Practice, 27(5), Communications published in conference proceedings Pitardi V., Ricotta F., (2017). (Don t) chat me if you can! The effect of mobile instore advertising on the shopping basket. Consumer Response to the Evolving Retailing Landscape, June 22th -23th, Wharton School, Philadelphia, PA (USA). Dessart L., Pitardi V. (2016). How Youtube storytelling can win consumers heart: the case of NIVEA. Advances in Consumer Research, vol. 44, Association for Consumer Research (ACR) North American Conference, October 27th-30th, Berlin, Germany. ISSN: Extended Abstract. Carrubbo L., Iandolo F., Pitardi V. (2015). The viable decision maker for CAS survival: How to change and adapt through fitting process. Proceedings Naples Forum on Service, June 9th- 12th, Naples, Italy. ISBN Full paper. Pitardi, V. (2015). Driver of Consumer Brand Engagement in Social Media Sites. An explorative analysis; 14th International Conference Marketing Trends, Jan. 23th-24th, Paris, France. ISBN Full Paper. Pitardi V., Rea A. (2014). The perceptions of Millennials in Italian wine purchase experience. An application of the Zaltman Metaphor Elicitation Technique, Proceedings SIM (Italian Marketing Academy) XI Annual Conference, 2014, Sept. 18th-19th, Modena, Italy. ISBN: Extended Abstract. Pitardi V., Rea A. (2014). Drivers of Consumer Brand Engagement in Social Media Sites. An explorative analysis; 12Th International Conference on Communication and Mass Media, ATINER, 2014, May 12t-15th, Athens, Greece. ISBN: , Extended Abstract. Communications and/or presentations Pitardi. V. (2014). Driver of Consumer Brand Engagement in Social Media Sites. An explorative analysis. 4th Forum on Markets and Marketing 2014 (FMM2014), June 16th-19th, Karlstad University, Sweden. Extended Abstract. Rea A., Pitardi V. (2012). Can wine blogger affect the purchase intention? VI Annual Meeting American Association of Wine Economist, June 7th-10th, Princeton, NJ, USA. Rea A., D Antone S., Pitardi V. (2011). Wine and Origin: looking for a mediterranean link. Eighth Day of Mediterranean Marketing, Nov. 2011, University of Pisa. V. Pitardi (2011). Brand Meaning Process in Online Environment. Proceedings SIM (Italian

6 6 Valentina PITARDI Marketing Academy) VIII Annual Conference, 2014, Sept. 22th-23th, Rome. Full Paper Technical Reports or major consulting reports De Angelis M. Pitardi V. (2015). Networked Society in Italy: Feelings, Opinions and Behaviours. Funding Source: Ericsson, LUISS Business School. 100% ownership. Michelini L., Pitardi V. (2015). Promotion of digital innovation and technology: the case of publishing industry., Funding Source: Lazio Region, LUMSA University. 100% ownership. Rea A., Pitardi V. De Sanctis R. (2013). Marketing Strategy on Sparkling Wine Market. Funingd Source: Wine Management Lab, SDA Bocconi School of Management. Rea A., Pitardi V. De Sanctis R. (2012). The wine experiential purchase of Millennials group. Funingd Source: Wine Management Lab, SDA Bocconi School of Management. OTHER PERSONAL INFORMATION Languages spoken, written and read: Italian (mother tongue), English, French, Spanish (basic).