EXPERIENCE AT EUROMED MANAGEMENT

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1 Diego RINALLO Associate Professor of Marketing and Consumer Culture BP Marseille Cedex 9 - France Fax diago.rinallo@kedgebs.com EDUCATION 2005 Ph.D. in Business Administration & Management, Bocconi University, Milan, Italy Degree in Business Administration (major in marketing), Bocconi University, Milan, Italy EXPERIENCE AT EUROMED MANAGEMENT Courses taught Business to business marketing, M-ESC E Marketing Evènementiel Opérationnel et Consulting Sportif Communication des Marques Sportifs M-ISM-6-03-XX-01-F Research Topics 1: Consumer Culture Theory (CCT) 2: B2B Marketing and Trade Shows Topic 3: CCT examines consumption through the conceptual lenses and interpretive methods of anthropology, sociology and cultural studies. My main interests include branding from a cultural perspective, the interplay between advertising discourse and consumption practices in the cultural construction of masculinity, the marketing and consumption of spirituality, nationalistic ideologies in the marketplace, and ethnographic research methods in marketing and consumer research. This research stream is about industrial buyers information search processes and b2b marketing practices, which I mostly investigated in the context of trade shows and occupational communities. My more recent work, inspired by developments in economic geography that conceive trade shows as temporary industrial clusters, has focused on the role placed by these events in the global knowledge economy. My research is focused on the role played by critics, analysts, the media and other expert sources of information on product diffusion and firm

2 2 Diego RINALLO Advertising performances. My work shows the influence advertisers can exert on the media, resulting in greater product coverage in editorial content. OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH Positions held Since 1998 Researcher, Center for Research on Markets and Services (CERMES), Bocconi University, Milan, Italy. Carried out numerous applied research projects in the context of the Trade Fairs and Business Communication Observatories Assistant Professor of Marketing, Bocconi University, Milan, Italy Post-doctoral Research Fellow, Bocconi University, Milan, Italy Visiting Scholar, Schulich School of Business, York University, Toronto, Canada 2005 Visiting Scholar, School of Business, University of Wisconsin-Madison, USA Courses taught Marketing Communications, Bachelor, Bocconi University Marketing Events, M.Sc., Bocconi University Marketing Events and Trade Shows, Master in Marketing and Communication, Bocconi University Other courses Marketing communications in fashion industries (bachelor), b2b marketing for SMEs, Marketing Strategy for Trade Fair Organizers. PUBLICATIONS Books H. Bathelt, F. Golfetto, D. Rinallo, Trade Shows in the Globalising Knowledge Economy, Oxford University Press (forthcoming, 2013). D. Rinallo (2011), Event Marketing, EGEA, Milan (textbook, in English). Books edited D. Rinallo, P. Maclaran, L. Scott (Eds.), Consumption and Spirituality, Routledge, Interpretive Market Research Series (2012). Borghini S., Carù A., Golfetto F., Pace S., Rinallo D., Visconti L.M., Zerbini F. (Eds.), Prodotto, Consumatore e Politiche di Mercato Quarant anni Dopo: Scritti in Onore di Stefano Podestà, EGEA, Milan (2012). Chapters in Books D. Rinallo, Spirituality vs. the sacred in consumer research: A commentary on the work of Russell Belk. In Legends in Consumer Behavior: The Collected Work of Russell W. Belk, Vol. 10, Magic and Religion in Consumption Practice, R. V.

3 Diego RINALLO 3 Kozinets (Ed.), forthcoming (2013). D. Rinallo, L. Scott, P. Maclaran, Unravelling complexities at the commerce/spiritual interface. In D. Rinallo, P. Maclaran, L. Scott, Consumption and Spirituality, Routledge, D. Rinallo, S. Borghini, G. Bamossy, R. Kozinets, When Sacred Objects Go B a(n)d: Fashion Rosaries and the Contemporary Linkage of Religion and Commerciality. In D. Rinallo, P. Maclaran, L. Scott, Consumption and Spirituality, Routledge, D. Rinallo, S. Borghini, F. Golfetto, The influence of occupational communities on buyer behavior, Scritti in Onore di Stefano Podestà, EGEA, F. Golfetto, D. Rinallo, Competition through and among trade shows: A history of the European textile industry events, Scritti in Onore di Stefano Podestà, EGEA, S. Borghini, D. Rinallo, L. Visconti (2011), Ricerche qualitative di marketing [Qualitative Marketing Research], Marketing in Bocconi, E. Valdani (Ed.), Egea, Milano. F. Golfetto, D. Rinallo (2011), Oltre l advertising: gli strumenti below the line [Beyond Advertising: Below-the-line instruments], Marketing in Bocconi, E. Valdani (Ed.), Egea, Milano. D. Rinallo, G. Miniero (2011), L etica della comunicazione di marketing [Marketing Communications Ethics], Marketing in Bocconi, E. Valdani (Ed.), Egea, Milano. F. Golfetto, D. Rinallo (2008), Reshaping markets through collective marketing strategies. Lessons from the textile industry. In K. Tollin, A. Carù (Eds.), Strategic Market Creation: Realizing Radical Innovation from a Marketing Perspective, Wiley. D. Rinallo (2008), It s sort of comical how you think that you ve made a choice that exempts you from the fashion industry : Fashion and consumer agency, revisited, in S. Borghini, M. A. McGrath &C. Oates (eds.), European Advances in Consumer Research, Vol. 8, Milan: Association for Consumer Research, pp D. Rinallo (2007), Metro/Fashion/Tribes of men: Negotiating the boundaries of men s legitimate consumption, in B. Cova, R. Kozinets & A. Shankar (Eds.), Consumer Tribes: Theory, Practice, and Prospects, Elsevier / Butterworth- Heinemann. D. Rinallo, F. Golfetto, M. Gibbert (2006), Consocia et impera: How the French and Italian fabric producers cooperate in order to affirm the dominant design in the fashion industry, in M. Gibbert & T. Durand (eds.), Strategic Networks, Blackwell, Strategic Management Society Book Series, Oxford. D. Rinallo (2006), The male gaze and the queer eye: Male consumers reading strategies of media representations of men, in L. Stevens and J. Borgerson (eds.), Gender and Consumer Behavior, Vol. 8, Edinburgh: Association for Consumer Research, pp F. Golfetto, D. Rinallo (2004), L impatto delle manifestazioni fieristiche sull immagine delle aree ospitanti: Una verifica quantitativa [The impact of trade shows on the host area image: Quantitative evidence], in Fiere e Comunicazione: strumenti per le imprese e il territorio [Trade Shows and Communication: Tools for business and host areas], F. Golfetto (ed.), Egea, Milan. F. Golfetto, D. Rinallo (2004), Canali e dimensioni del finanziamento pubblico delle partecipazioni fieristiche [Channels and size of public funding of trade show

4 4 Diego RINALLO participations], in Fiere e Comunicazione: strumenti per le imprese e il territorio [Trade Shows and Communication: Tools for business and host areas], F. Golfetto (ed.), Egea, Milan. F. Golfetto, C. Chizzoli, D. Rinallo (2004), Servizi online e virtualità delle manifestazioni fieristiche italiane: un analisi empirica [Online services and virtuality of Italian trade shows: An empirical analysis, in Fiere e Comunicazione: strumenti per le imprese e il territorio [Trade Shows and Communication: Tools for business and host areas], F. Golfetto (ed.), Egea, Milan. F. Golfetto, D. Rinallo (2000), L immagine del territorio e le manifestazioni fieristiche: una verifica empirica [Place-of-origin image and trade shows: A quantitative study], in Strategie di Marketing del Territorio [Place Marketing Strategies], E. Valdani and F. Ancarani (eds.), Egea, Milan. Articles published in refereed journals D. Rinallo, S. Basuroy, R. Wu, H.J. Jeon, (forthcoming) The Media and their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions, Journal of Business Ethics. DOI /s z D. Rinallo, F. Golfetto (2011), Exploring the knowledge strategies of temporary cluster organizers: A longitudinal study of the EU fabric industry trade shows ( ), Economic Geography, 87 (4). D. Rinallo, S. Borghini, F. Golfetto (2010), Exploring visitor experiences at trade shows, Journal of Business and Industrial Marketing, Vol. 25 (4): F. Golfetto, D. Rinallo (2010), Frontiere della comunicazione di marketing [Frontiers in Marketing Communications], Finanza, Marketing e Produzione (4): D. Rinallo, S. Basuroy, (2009), Does advertising spending influence media coverage of advertiser?, Journal of Marketing, Vol. 73 (November): (Article selected for the Journal of Marketing blog) F. Golfetto, R. Salle, S. Borghini, D. Rinallo (2007), Opening the network: Bridging the IMP tradition and other research perspectives, Industrial Marketing Management, Vol 36 (7): D. Rinallo, F. Golfetto (2006), Representing Markets: The concertation of fashion trends by French and Italian fabric producers, Industrial Marketing Management, Vol. 35 (7): S. Borghini, F. Golfetto & D. Rinallo (2006), Ongoing search among industrial buyers, Journal of Business Research, Vol 59 (10/11): G. Proni, D. Rinallo (2006), The analysis of visual texts in structural and interpretive semiotics, Revue Sciences de Gestion, August. F. Golfetto, S. Borghini, D. Rinallo (2005), Esperienzialità e riti nella comunicazione business-to-business [Experientiality and rituals in business-to-business communication], Micro & Macro Marketing 14 (3): Communications and/or presentations D. Rinallo, What to do with unaware consumers? Methodological challenges when interpreting interview data, Interpretive Consumer Research Workshop, Bruxelles, Belgium, April 2013 D. Rinallo, S. Borghini, G. Bamossy, R. Kozinets, Between sacred and profane: Rosaries

5 Diego RINALLO 5 from Prayer instruments to fashion accessories, Miracles and Management: the 3 rd Conference on Management, Spirituality and Religion, Lourdes (France), May 2013 Messina, S., Rinallo, D. Including consumers in the management, spirituality and religion scholarship: Exploring the distinct influence of spirituality vs. religiosity on consumer-brand relationships, Miracles and Management: the 3 rd Conference on Management, Spirituality and Religion, Lourdes (France), May 2013 Rinallo, D., Pinchera, V., Exploring The Link Between Nation Branding And Commercial Mythmaking: The Construction And Reception Of Italian Fashion, Consumer Culture Theory Conference, Tucson, Arizona (USA), Juin D. Rinallo, P. Maclaran, Conversations on the sacred and spirituality in consumer research, Roundtable, Association for Consumer Research Conference, Vancouver, October D. Rinallo, P. Maclaran, Perspectives on marketers, spirituality and religion: Branding by contrast and by alignment, Consumer Culture Theory Conference, Oxford, August D. Rinallo, F. Golfetto, European clothing fabric trade shows in Asia: Internationalization models and knowledge implications, Conference on The Rise of Asian Trade Fair Ecologies: Economic and Geographical Challenges, East China Normal University, Shanghai, May D. Rinallo, Observing from the center or from the margins? The place of the researcher in ethnographic fieldwork, Interpretive Consumer Research Workshop, Odense, Denmark, May D. Rinallo, E. Savi, Consuming stardust: The consumption of celebrity beyond product endorsement, Association for Consumer Research Conference, Jacksonville (USA), October D. Rinallo (chair), Marketplace shaping of spiritual experiences: Current theory and prospects, European Association for Consumer Research Conference, London, June D. Rinallo, J. Ostberg (chairs), Consuming masculinities, Roundtable, ACR Gender, Marketing and Consumer Behavior Conference, UK, June D. Rinallo, (chair), Mythical places of origin, pilgrimage destinations, promised lands: Perspectives on the consumption of sacred places. Consumer Culture Theory Conference, Ann Arbor, June D. Rinallo, The globalization of communities of consumption and its discontents. Consumer Culture Theory Conference, Ann Arbor, June D. Rinallo, F. Golfetto, Collective marketing at trade shows, Center for Business & Industrial Marketing / Institute for the Study of Business Markets Annual Academic Workshop, Tampa (USA), February D. Rinallo, F. Golfetto, S. Borghini, Building market knowledge together: A netnographic study of online occupational communities, Industrial Marketing & Purchasing Conference, Uppsala, September D. Rinallo, S. Borghini, G. Bamossy, Do you like my Dolce & Gabbana rosary? Transcending juxtaposed meanings through brands, Workshop on Multi-Cultural Brand Research, University of Innsbruck, September 2008.

6 6 Diego RINALLO D. Rinallo, Living a magical life: Sacred consumption and spiritual experiences in the Italian Neo-Pagan community, Association for Consumer Research Conference, October S. Borghini, G. Bamossy, D. Rinallo, From prayer instrument to fashion accessory. Exploring the meaning of the rosary in todays consumer culture, Interpretive Consumer Research Workshop, Marseille, April D. Rinallo, Producing and Consuming the Metrosexual. Association for Consumer Behavior European Conference, Milan, July D. Rinallo, S. Borghini, F. Golfetto, The influence of occupational communities on buyer behavior, Industrial Marketing & Purchasing Conference, Birmingham, September D. Rinallo, F. Golfetto, Trade fairs making war. Exploring competition among collective marketing events, Industrial Marketing & Purchasing Conference, Milan, September D. Rinallo, The male gaze and the queer eye: Male consumers reading strategies of media representations of men, special session What do men want? Media representations, subjectivity, and consumption. Organizers: S. Kaiser (University of California, Davis) and M. Solomon (Auburn University), Association for Consumer Research Conference on Gender & Consumption, Edinburgh, June D. Rinallo, Multiple representations of the market in the fashion industry: A cultural exploration of the Italian fashion shows, 3 rd Industrial Marketing & Purchasing Market Studies Workshop, Middelfart (Denmark), April D. Rinallo, S. Borghini, Dolce & Gabbana as a Mediterranean Brand (with S. Borghini), Journée d Etudes sur le Marketing Méditerranéen, Marseille (France), April S. Borghini, F. Golfetto, D. Rinallo, Same place next year An in-depth analysis of ongoing search among industrial buyers, Industrial Marketing & Purchasing Conference, Rotterdam, September Representing markets (with F. Golfetto and M. Gibbert), Industrial Marketing & Purchasing Conference, Rotterdam, September Constructing symbolic value in fashion: An ethnographic study of Milan prêt-à-porter fashion shows, Symposium on High-tech and high-touch: Exploring the role of fashion and aesthetics in technology markets, Academy of Management Annual Meeting, Honolulu, August Fashion journalists as gatekeepers: Exploring the determinants of fashion products product publicity in consumer magazines, European Marketing Association Conference, Milan, May Using anthropological methods to study industrial marketing & purchasing: An exploration of professional trade shows (with S. Borghini and F. Golfetto), Industrial Marketing & Purchasing Conference, Copenhagen, September Influencing the media: Fashion firms ads as predictors of product visibility in consumer magazines, Academy of Management Annual Meeting, New Orleans, August The semiotics of visual organizational text, Symposium on Using visual methodologies in organizational research, Academy of Management Annual Meeting, New Orleans, August 2004.

7 Diego RINALLO 7 How do fashion reviewers select what we see in fashion magazines? Constrained professionalism and the role of product creativity and usability (with D. Mazursky). Association for Business Communication European Convention, Milan, May Trends concertation in fashion and the affirmation of dominant designs : The role of international trade shows (with F. Golfetto). Association for Business Communication European Convention, Milan, May. Experiential marketing communications in B2B contexts: Evidence from the European textile and woodworking machinery industries (with F. Golfetto), European Marketing Association Conference, Murcia, May The meaning of exhibitors communication at B2B trade shows: Integrating semiotics, structured observation and reader-response analyses (with S. Borghini), International Conference on Corporate and Marketing Communications, Warwick, April The semiotics of visual organizational texts: How to link the subjective semiotic gaze with objective research rigor. First International Co-sponsored Conference, ISEOR and Research Method Division of Academy of Mangement Crossing Frontiers in Qualitative and Quantitative Research Methods, Lyon, March Consocia et impera. How the Italian and French textile producers cooperate in order to affirm the dominant design in fashion (with F. Golfetto). Strategic Management Society Conference, Baltimore, November A fair(y) tale: The semiotics of B2B communication (with S. Borghini). Industrial Marketing & Purchasing Conference, Lugano, September Communicating competence in the medical diagnostic industry: A customers view (with S. Borghini). Industrial Marketing & Purchasing Conference, Lugano, September The role of the press in the legitimation of environmental standards (with G. Corona). Academy of Management Annual Meeting, Seattle, August Nominee, Carolyn Dexter Best International Paper Award. In search of good data to study industrial trade fair performance: Extracting information from firms exhibits (with S. Borghini and F. Golfetto). Marketing Science Conference, Baltimore, June Invited Talks 2013 Metaphysical theories on brands and branding, Keynote speech, Brand Camp II, University of Innsbruck and Brand Research Laboratory, Obergurgl, Austria, January Existential magic and the research process: The archetypal journey of the Ph.D. student, Keynote speech, Consumer Culture Theory Doctoral Consortium, Deauville, France, 21 Novembre Brand transgression: Insights from the case of Dolce & Gabbana s fashion rosaries, IAE Grenoble, France, June Fashion diffusion: The role played by international trade shows in the clothing fabric industry, Dublin Institute of Technology, Ireland.

8 8 Diego RINALLO 2012 Branding as Magic and Making Magic with Brands, Swarovski Guest Professor, Brand Research Laboratory, School of Business, University of Innsbruck, Austria Commercial Mythmaking and country of origin effects: The case of Italian fashion, Bocconi University Marketing Seminar Series Consumer culture and the blurring of cultural categories: Insights from the case of D&G s branded rosaries, Schulich School of Business, Toronto Consumers or people?, Workshop on Different Perspectives on Consumption, Consumer, Culture and Society, Technische Universität, Berlin Competing Fashion Weeks in a globalizing world: Exploring the ideological reconstruction of the past for commercial purposes at collective events, University of Toronto Reminding the world where fashion comes from: Fashion Weeks and the symbolic production of country of origin effects, HEC Montreal Being changed: Methodological reflections on extensive fieldwork in consumer research, Schulich School of Business Do you like my Dolce and Gabbana rosary? Transcending juxtaposed meanings through brands, Workshop on multicultural brand research, University of Innsbruck European perspectives on industrial markets, Schulich School of Business, York University, Toronto, Canada 2005 Ongoing search and ritualized behavior among industrial buyers, Schulich School of Business, York University, Toronto, Canada. OTHER RESEARCH ACTIVITIES Editorial Board Member, Industrial Marketing Management Editorial Board Member, Journal of Global Fashion Marketing Editorial Board Member, Journal of Business Research Guest Editor Finanza, Marketing e Produzione, special issue Frontiere della Comunicazione di Marketing [Frontiers in Marketing Communications], with F. Golfetto, n. 4, Industrial Marketing Management, special issue 2006 Industrial Marketing & Purchasing Conference, with F. Golfetto, R. Salle, S. Borghini, vol. 36 (7), October International Conferences Co-chair, Consumer Culture Theory Workshop, Tucson (AZ), USA, 2013 Program Committee, Consumer Culture Theory Conference, Oxford, UK, Program Committee, Asia-Pacific Association for Consumer Research Conference, Queenstown, New Zealand, Faculty, Doctoral Consortium, European Conference of the Association for Consumer Research, London, UK, Program Committee, European Association for Consumer Research Conference, Milan, July 2007.

9 Diego RINALLO 9 Organizing Committee, Industrial Marketing & Purchasing Conference, Milan, September Co-chair (with S. Borghini), special track Alternative research methods in industrial marketing and purchasing, Industrial Marketing & Purchasing Conference, Milan, September Co-chair (with F. Golfetto, M. Gibbert), special track Value creation through competence-based marketing, Industrial Marketing & Purchasing Conference, Rotterdam, September Organizer and facilitator, Professional Development Workshop Affective Education, Academy of Management Meeting, Honolulu, August Organizer and facilitator, Professional Development Workshop Affective Intelligence e The Body and Trascendence, Academy of Management Meeting, New Orleans, August Co-chair (with F. Golfetto), track Communication in fashion and design, Association for Business Communication European Convention, Milan, May 2004 Ad hoc Reviewer: Journal of Consumer Research International Journal of Research in Marketing European Journal of Marketing Journal of Service Research Marketing Theory Journal of Marketing Management Consumption, Markets and Culture Economic Geography Management Decision Economia & Management Finanza, Marketing & Produzione Micro & Macro Marketing Academy of Management Meeting Industrial Marketing & Purchasing Conference European Marketing Academy Conference Consumer Culture Theory Conference Association for Consumer Research Conference OTHER PERSONAL INFORMATION Languages spoken, written and read: Italian (mother tongue), English, French