
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)
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
Les stéréotypes de genre dans la narration des jeux vidéo
EDHEC Open-Leadership Chair for Diversity & Inclusion, EDHEC VOX, November 2022
Le rôle des blogs littéraires amateurs dans le processus de décision des jeunes adultes en France
Management & Avenir, February 2020, Pages 93 - 108
Concentration, patience, stratégie… ces compétences que les jeux vidéos permettent de développer
PRI, EDHEC VOX, February 2020
Quel est l’impact du digital dans la valorisation de l’expérience muséale familiale ?
Management & Avenir, Volume Septembre, September 2019, Pages 57 - 78
The Decision to Purchase a Bundled Cultural Pass: The Role of Pre-existing Attitudinal and Behavioural Relationships with One Network Member
International Journal of Arts Management, Volume 21, March 2019, Pages 70 - 82
Derniers articles EDHEC Vox
Gender stereotypes in video game narratives
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Guergana Guintcheva , Professor
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Hager Jemel-Fornetty , Associate Professor, Diversity & Inclusion Chair Director
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Laura Lacombe , EDHEC
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Isis Beloslava Daudé , EPFL