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

09.05.2023 - EDHEC publication

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

Guergana Guintcheva
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EDHEC VOX, May 2023


28.03.2023 - EDHEC publication

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

Guergana Guintcheva
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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
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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



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