Guergana Guintcheva


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


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 (, 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

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

International Journal of Arts Management, Volume 25, September 2023, Pages 19 - 30

09.05.2023 - EDHEC publication

À la rencontre de Guergana Guintcheva, une professeure héroïne de sa propre histoire

Guergana Guintcheva

EDHEC VOX, May 2023

28.03.2023 - EDHEC publication

Comment limiter l'impact environnemental des expositions « blockbusters » ?

Guergana Guintcheva

EDHEC VOX, March 2023

21.11.2022 - EDHEC publication

Les stéréotypes de genre dans la narration des jeux vidéo

Guergana Guintcheva, Hager Jemel-Fornetty, Laura Lacombe

EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC VOX, November 2022

17.11.2022 - Article in a non peer reviewed journal

Napoléon vs Marie-Antoinette : les stéréotypes de genre dans la narration des jeux vidéo

Guergana Guintcheva, Hager Jemel-Fornetty, Laura Lacombe, Isis Beloslava Daudé

The Conversation, November 2022, Pages 1 - 3

Derniers articles EDHEC Vox


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