Guergana Guintcheva

Professor

Director M1/M2 Business Management Track

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)

Discipline: Marketing
Faculty: Marketing
Expertise: Entertainment marketing

Bio

Guergana Guintcheva, Ph.D, is Professor of Marketing and BBA 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 85,000 dollar 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

11.02.2020 - Article in a peer reviewed journal

Le rôle des blogs littéraires amateurs dans le processus de décision des jeunes adultes en France

Guergana Guintcheva, Pourbaix Astrid
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Management & Avenir, February 2020, Pages 93 - 108


05.02.2020 - EDHEC publication

Concentration, patience, stratégie… ces compétences que les jeux vidéos permettent de développer

Guergana Guintcheva, Geneviève Houriet Segard
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PRI, EDHEC VOX, February 2020


02.10.2019 - Article in a peer reviewed journal

Quel est l’impact du digital dans la valorisation de l’expérience muséale familiale ?

Guergana Guintcheva, Lagier Joëlle
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Management & Avenir, Volume Septembre, September 2019, Pages 57 - 78


06.03.2019 - Article in a peer reviewed journal

Antecedents of membership subscription to a bundled network cultural offer. Why the force of the relation to one member maters to the group?

Guergana Guintcheva, Aurier Philippe, Passebois Juliette
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International Journal of Arts Management, Volume 21, March 2019, Pages 70 - 82


07.02.2017 - Article in a peer reviewed journal

L’impact du système de monétisation sur l’expérience de jeu des gamers. Le cas des jeux Free-to-Play.

Guergana Guintcheva
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Revue Française de Gestion, Volume 43, February 2017, Pages 37 - 50



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
27.10.2017

Old Masters, New Media

  • Guergana Guintcheva , Professor