
Guergana Guintcheva
Professor
Master Business Management Programme Director
Main contributions
Management & Avenir (2019), Revue Française de Gestion (2017), Case Centre (2015), Psychology & Marketing (2014), Revue Française du Marketing (2014), Décisions Marketing (2010), International Journal of Arts Management (2009 ; 2012 ; 2013 ; 2015 ; 2019; 2023)
Bio
Guergana Guintcheva, Ph.D, is Professor of Marketing and Master Business Management Programme Director at EDHEC Business School. Her research and personal passions revolve around entertainment marketing (cinema, museums and video games). She works on a regular basis with museums from Lille region. She has raised 115,000 € consulting assignments from cultural institutions over the past five years. One example of consulting project she has contributed on is the implementation of a pricing pass, la C'Art (http://www.lacart.fr), involving 15 cultural institutions. Her recent academic articles have been published in International Journal of Arts Management, Psychology & Marketing, Revue Française de Gestion, Décisions Marketing, Revue Française de Marketing.
Publications of Guergana Guintcheva
Napoleon vs Marie-Antoinette: Gender Stereotypes in Video Games Consumption and Their Reproduction in Game Narratives
International Journal of Arts Management, Volume 25, September 2023, Pages 19 - 30
À la rencontre de Guergana Guintcheva, une professeure héroïne de sa propre histoire
EDHEC VOX, May 2023
Comment limiter l'impact environnemental des expositions « blockbusters » ?
EDHEC VOX, March 2023
Les stéréotypes de genre dans la narration des jeux vidéo
EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC VOX, November 2022
Napoléon vs Marie-Antoinette : les stéréotypes de genre dans la narration des jeux vidéo
The Conversation, November 2022, Pages 1 - 3
Derniers articles EDHEC Vox
Meet Guergana Guintcheva, a Professor who is the hero of her own story
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Guergana Guintcheva , Professor
Blockbuster exhibitions: how to tackle their mammoth environmental footprint
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Guergana Guintcheva , Professor
Gender stereotypes in video game narratives
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Guergana Guintcheva , Professor
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Hager Jemel-Fornetty , Associate Professor, Diversity & Inclusion Chair Director
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Laura Lacombe , EDHEC
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Isis Beloslava Daudé , EPFL