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)

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

21.11.2022 - EDHEC publication

Les stéréotypes de genre dans la narration des jeux vidéo

Guergana Guintcheva, Hager Jemel-Fornetty, Laura Lacombe
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EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC VOX, November 2022


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

The Decision to Purchase a Bundled Cultural Pass: The Role of Pre-existing Attitudinal and Behavioural Relationships with One Network Member

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



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