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

08.04.2024 - EDHEC publication

« Super Mario Bros », « Assassin’s Creed », « Uncharted »… les jeux vidéo au cinéma, un pari gagnant ?

Guergana Guintcheva, Philippe Aurier

EDHEC VOX, April 2024

13.03.2024 - EDHEC publication

Is it enough to understand our mutual challenges to be able to address them?

Thomas B. Long, Olga Kokshagina, Riccardo Rebonato, Madlen Sobkowiak, Wim Vandekerckhove, Guergana Guintcheva, Hager Jemel-Fornetty, Joëlle Vanhamme

EDHEC VOX, March 2024

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

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

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

Diversity & Inclusion, EDHEC VOX, January 2024

Derniers articles EDHEC Vox