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)

Discipline: Marketing
Faculty: Marketing
Expertise: Entertainment marketing, Culture, Cinema, Museums, Video games

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

16.02.2024 - EDHEC publication

(Newsletter #4) Without a collective approach, can we (really) combat our individual vulnerabilities?

Hua Ariel Li, Bertrand Monnet, Rania Labaki, Laura Lacombe, Loick Menvielle, Camille Pradies, Guergana Guintcheva
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EDHEC VOX, February 2024


07.02.2024 - EDHEC publication

Do women have to be naked to get into museums? Why female artists continue to be underrepresented in the art world

Guergana Guintcheva, Hager Jemel-Fornetty
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EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC VOX, February 2024


08.01.2024 - EDHEC publication

Dans les collections des musées comme aux postes à responsabilité, où sont les femmes ?

Guergana Guintcheva, Hager Jemel-Fornetty
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EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC VOX, January 2024


01.09.2023 - EDHEC publication

Le gaming à l'épreuve de la parité

Hager Jemel-Fornetty, Laura Lacombe, Guergana Guintcheva
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EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC Diversity & Inclusion Chair Publication, September 2023


01.09.2023 - Article in a peer reviewed journal

Napoleon vs Marie-Antoinette: Gender Stereotypes in Video Games Consumption and Their Reproduction in Game Narratives

Guergana Guintcheva, Hager Jemel-Fornetty, Laura Lacombe
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International Journal of Arts Management, Volume 25, September 2023, Pages 19 - 30



Derniers articles EDHEC Vox

21.11.2022

Gender stereotypes in video game narratives

  • Guergana Guintcheva , Professor
  • Hager Jemel-Fornetty , Associate Professor, Diversity & Inclusion Chair Director
  • Laura Lacombe , EDHEC
  • Isis Beloslava Daudé , EPFL