Stefano Pace, PhD. Tribal Marketing and Brand Communities - ESC Master

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1 November 2015 Stefano Pace, PhD Associate Professor Kedge Business School Rue Antoine Bourdelle Domaine de Luminy BP Marseille Cedex 9 France EDUCATION TEACHING PhD in Business Administration & Management, Bocconi University, Milan (Italy) Bachelor Degree in Business Administration & Management; Laurea cum Laude; Università degli Studi dell Aquila, L Aquila (Italy) Kedge Business School MBA Market Research (3 courses: Marseille, Bordeaux, Paris) Social Media & Sports, International Sport and Event Management program MS MSc MS ISEM Tribal Marketing and Brand Communities - MS MSc - M2 IBLM Bocconi University Graduate Courses Tribal Marketing and Brand Communities - ESC Master Culture, Media & Consumption Master Programs Since 2005 Digital Communication & Social Media (MiMeC Master in Marketing & Communication) Other Academic Activities Member of the Scientific Committee of MiMeC Bocconi, Master in Marketing & Communication of Bocconi University Member of the Kedge Chair Business as Unusual

2 2 November 2015 OTHER PROFESSIONAL EXPERIENCES IN TEACHING AND RESEARCH Positions held Since September 2012 July 2011-September 2012 Associate Professor at Kedge Business School Director of the Master Bocconi in Marketing & Communication (MiMeC) Visiting periods 2013 (December) Visiting professor at the University of Mons (Belgium) 2011 (six months) Visiting professor at the University of Karlstad (Sweden) 2008 (six months) Visiting professor at the University of Bath (UK) Editorial positions - Associate Editor (Marketing Area) of Journal of Innovation Management - Associate editor of International Journal of Electronic Marketing and Retailing - Guest Editor of the Special Issue on Business-to-Business Marketing in International Marketing Review (Vol. 25, 2008, with P. Matthyssens, A. Kirca) Reviewer: European Journal of Marketing, Finanza, Marketing e Produzione, Industrial Marketing Management, International Journal of Arts Management, International Journal of Electronic Marketing and Retailing, Journal of Business Ethics, Journal of Consumer Behaviour, Journal of Consumer Marketing, Journal of Innovation Management, Journal of Marketing Communications, Mercati & Competitività, Micro & Macro Marketing, Qualitative Market Research: An International Journal. Reviewer for international academic conferences, such as: American Marketing Association conference Consume Culture Theory (CCT) conference EMAC European Marketing Academy Conference Session Chair at the 44 th EMAC Conference (European Marketing Academy conference; Leuven, Belgium, May 2015) Session Chair at the 2013 Consumer Culture Theory Conference (Tucson, Arizona; June 2013) Session Chair at the 19 th International Conference on Marketing and Corporate Communication (Milan, Università Cattolica, 3-4 April 2014)

3 Stefano PACE 3 SELECTED PUBLICATIONS 2015 Articles published in international refereed journals Marketing with working consumers: The case of a carmaker and its brand community Organization Volume 22 (5) September 2015 DOI: / (With B. Cova, P. Skålén) Brand volunteering: Value co-creation with unpaid consumers Marketing Theory Vol. 15(4), pp DOI: / (With B. Cova, P. Skålén) Firm-Brand Community Value Co-creation as Alignment of Practices European Journal of Marketing Vol. 49 Issue 3/4, pp , 2015 DOI: (With B. Cova, P. Skålén) The effects of social media on brand attitude and WOM during a brand crisis: evidences from the Barilla case Journal of Marketing Communications Forthcoming 2015 (Published online 4 November 2014) DOI: / Notes: Best paper Award at the 19th Corporate and Marketing Communications Conference (April 2014, Università Cattolica, Milan) (With B. Balboni, G. Gistri) Can A Commercially Oriented Brand Be Authentic? A Preliminary Study Of The Effects Of A Pro-Business Attitude On Consumer-Based Brand Authenticity Journal of Applied Business Research Volume 31, Number 3 May/June 2015, pp ISSN (print); ISSN (online) L impatto della brand crisis sulla clientela e l effetto della fedeltà alla marca Mercati & Competitività Forthcoming 2015 ISSN , ISSNe (With G. Gistri, B. Balboni)

4 4 November Combining Qualitative Methods in Practice: A Contextualized Account of the Evolution of Consumer Studies Management Decision Vol. 52 Issue 4, pp DOI: ISSN: (With A. Carù, B. Cova) Effects of intrinsic and extrinsic religiosity on attitudes toward products: Empirical evidence of value-expressive and social-adjustive functions Journal of Applied Business Research Vol. 30, N (July/August) ISSN (print), ISSN (online) 2013 Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the resistance of the self Journal of Business Ethics Volume 112, Issue 1 pp (DOI /s ) La misurazione dell efficacia della comunicazione aziendale sui social network: una proposta metodologica Micro & Macro Marketing Anno XXII, n. 3, pp December 2013 DOI: /75384 (With S. Buzzanca, L. Fratocchi) Gli effetti della percezione del valore del lusso sull acquisto dei prodotti contraffatti Micro & Macro Marketing Anno XXII, n. 2, August 2013, pp DOI: /74435 (With G. Gistri, S. Romani) Looking at innovation through CCT glasses: Consumer culture theory and Google glass innovation Journal of Innovation Management

5 Stefano PACE 5 Vol. 1(1), pp ISSN Before 2013 When counterfeits raise the appeal of luxury brands Marketing Letters Vol. 23, Issue 3, pp (DOI /s ) (With S. Romani, G. Gistri) Examining the Boundary Conditions of Customer Citizenship Behaviours: A Focus on Consumption Ritual Journal of Strategic Marketing 2011, December, Vol. 19 (7), pp (With C. Gilde, S. Pervan, C. Strong) Voluptas, Goddess of Sensual Pleasure: How Consumers Deal with Pros and Cons of Voluptuary Consumption European Advances of Consumer Research 2010 (With L. Zarantonello, D. Dalli; Extended Abstract) Consumption practices of counterfeit luxury goods in the Italian context Journal of Brand Management 2009, February, Volume: 16, Issue: 5/6, pp (With G. Gistri, S. Romani, S. Pace, V. Gabrielli, S. Grappi) Managerial Gaps in E-banking Quality Drivers: An Empirical Assessment The E-Business Review 2009, Volume IX, pp (With M.H. Shah, W. Ahmed, V. Morabito) Business-to -business marketing and globalization: two of a kind International Marketing Review 2008, Vol. 25, Issue 5, pp (With P. Matthyssens, A. Kirca) YouTube: an opportunity for consumer narrative analysis? Qualitative Market Research: an International Journal 2008, Vol. 11, N. 2, pp Cross Boarder Consumption and Community: Meanings for Warhammer Enthusiasts European Advances of Consumer Research

6 6 November , Vol. 8 (With D.J. Park, S. Deshpande, B. Cova; Extended Abstract) Pleasure and Enjoyment in the Consumption Experience: The Case of ICT-Based Services European Advances of Consumer Research 2008, Vol. 8 (With B. Cova, A. Carù; Extended Abstract) Global Brand Communities across Borders - The Warhammer Case International Marketing Review 2007, Vol. 24, N. 3, pp (With B. Cova, D. Park) Brand Community of Convenience Products: New Forms of Customer Empowerment The case my Nutella The Community European Journal of Marketing 2006, Vol. 40 No. 9/10, pp (With B. Cova) Do costs matter in ASP sourcing decisions? International Journal of Digital Accounting Research 2006, Volume 6, Number 12, July-December, pp (With V. Morabito) ERP Marketing for SME's: Research on Italian Resellers European Management Journal 2005, Vol. 23, N. 5, pp (With V. Morabito, P. Previtali) Look what they ve done to my brand: clashes of brand tribes European Advances of Consumer Research 2005, Vol. 7 (With B. Cova; Abstract) Superior service in project business: Lessons from the Andria case European Management Journal 2004, Vol. 22, Issue 5, pp (With A. Carù, B. Cova) Miracles or Love? How Religious Leaders Communicate Trustworthiness through the Web Journal of Religion and Popular Culture 2004, Volume VII, Summer. The social structure of a virtual community and the consequences for the e-marketer ALCANCE 2003, Volume 10, No. 3, December; pp On Adaptive Emergence of Trust Behavior in the Game of Stag Hunt

7 Stefano PACE 7 Group Decision and Negotiation 2002, Vol. 11, Issue 6, pp (With C. Fang, S. Kimbrough, A. Valluri, Z. Zheng) Verso l Impresa Virtuale e Oltre Società dell Informazione 1999, Anno VII, n. 3. (With A. Fiocco, R. Scase 1999) National (Italian) refereed journals Gli effetti della contraffazione sui fashion brand originali: un indagine empirica, Mercati & Competitività 2011, N. 1 Mercati & Competitività (With G. Gistri, S. Romani, L. Masserini) Branding Tribale su Internet: my Nutella The Community Micro&Macro Marketing 2007, N. 1, Aprile, pp (With B. Cova) Marketing degli ERP per le PMI: un indagine empirica sui resellers italiani Economia & Management 2005, N. 4 (Luglio-Agosto) (With V. Morabito, P. Previtali) Chapters in Books International books Corporate Brand: Expert Interviews In TC Melewar, Sharifah Faridah Syed Alwi (eds.): Corporate branding: areas, arenas and approaches Pages: Publisher: Routledge ISBN (paperback) ISBN (hardback): Control and Power in Online Consumer Tribes: the Role of Confessions In Russel W. Belk, Linda Price, Lisa Peñaloza (Eds.): Research in Consumer Behavior Volume: 15, pp ISSN: /doi: /S (2013) (With A. Fyrberg-Yngfalk, B. Cova, P. Skålén)

8 8 November 2015 What is the harm in fake luxury brands? Moving beyond the conventional wisdom In Wiedmann, K.P. and Hennigs, N. (Eds.), Luxury Marketing. A Challenge for Theory and Practice Springer Gabler, Berlin, Germany 2013 ISBN: (Print) (Online) (With A. Ahuvia, G. Gistri, S. Romani) Tailgating and alcohol consumption by sport fans (provisional title) In Christian Gilde, Michael Malec (Eds): Handbook of Sports Marketing (provisional title) Forthcoming 2015 (With C. Gilde) Citizens on YouTube: Research-Method Issues In Carlos Nunes Silva (Ed.), Online Research Methods in Urban and Planning Studies: Design and Outcomes IGI Global 2012 DOI: / , ISBN13: , ISBN10: , EISBN13: Tribal Entrepreneurship: Consumer Made and Creative Communities as Marketmakers In A. Carù, K. Tollin (Eds.), Strategic Market Creation. A New Perspective on Marketing and Innovation Management. John Wiley & Sons 2008 (With B. Cova) Methods of Research in Virtual Communities In Margherita Pagani (Ed.), Encyclopaedia of Multimedia Technology and Networking IDEA Group 2008, pp Internationalization of a Craft Enterprise through a Virtual Tribe: Le Nuvole and the Pipe- Smoker Tribe In B. Cova, R.V. Kozinets, A. Shankar (Eds.) Consumer Tribes: Theory, Practice, and Prospects Oxford, UK: Elsevier 2007 (With L. Fratocchi, F. Cocciola) Seeking Community through Battle: Understanding the Meaning of Consumption Processes for Warhammer Gamers Communities across Borders In B. Cova, R.V. Kozinets, A. Shankar (Eds.) Consumer Tribes: Theory, Practice, and Prospects Oxford, UK: Elsevier

9 Stefano PACE (With D. Park, S. Deshpande, B. Cova) Heuristics and Network Position: A Cognitive and Structural Framework on Innovation In Arturo Capasso, Giovanni Battista Dagnino, Andrea Lanza (Eds.), Strategic Capabilities & Knowledge Transfer Within & Between Organizations Cheltenham, UK: ELGAR 2005 (With A. Cirrincione) National (Italian) books Le scelte dei consumatori e le conseguenze per le marche In Marco Belfanti (editor): Chi ha paura della contraffazione? Il mercato dei falsi tra strategie economiche e comportamento dei consumatori EGEA, Milan 2013 (June) pp ISBN/EAN: (With D. Dalli, G. Gistri, S. Romani) Digital Marketing In Enrico Valdani (Editor): Marketing Management EGEA 2011 (With M. Pagani, S. Vianello) Marketing dei Servizi In Enrico Valdani (Editor): Marketing Management EGEA 2011 (With A. Carù, A. Ordanini) Servizi e Soluzioni nelle Relazioni di Mercato In Sandro Castaldo: Marketing e Fiducia Il Mulino 2009 (With A. Carù) Marketing delle Reti Virtuali e Sociali In Enrico Valdani, Fabio Ancarani (Editors): Marketing Strategico Volume 2 Milano: EGEA 2009

10 10 November 2015 Socialità e consumo: il caso Sprite Yard In Vito Di Bari (Editor): WEB 2.0 Il Sole 24 Ore 2008 Il Costo per Contatto nelle Manifestazioni Fieristiche In F. Golfetto (Editor): Fiere e Comunicazione. Strumenti per le Imprese e il Territorio Milano: EGEA 2004 (With F. Golfetto) Linux In L. Fratocchi, A. Moretti, Strategia e Marketing d Impresa Milano: McGraw-Hill 2001 (With L. Fratocchi) Iridium Calling Planet Earth In L. Fratocchi, A. Moretti, Strategia e Marketing d Impresa Milano: McGraw-Hill 2001 (With A. Fiocco, L. Fratocchi)

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