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Francesca Pucciarelli is Assistant Professor in Marketing and she is the Academic Director of MBA in IM for the Turin Campus.

Previously she was Research Fellow at the Torino Campus of ESCP Europe since September 2009, year in which she achieved her Ph.D. (in Cultura di Impresa at Facoltàdi Economia di Torino) with a dissertation on the “Strategic use of CRM as lever of competitiveness enhancement”. 

At ESCP Europe she has been involved in a number of applied research projects focusing on three main aspects: 1. Strategy in Higher Education, 2. Digital & Social Media Marketing, 3. Social Media Marketing and ethics. 

As stronger believer of learning by doing philosophy, Francesca is coordinating (since 2012) the partecipation of ESCP Europe students to Google Online Marketing Challenge.

Francesca is also an active management consultant and she works both with international companies and with small and medium enterprises, mostly in projects concerning Digital and Strategic Marketing.

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18 publications

Academic Articles

2020

GORSKA , A., P. KORZYNSKI, G. MAZUREK , F. PUCCIARELLI

The Role of Social Media in Scholarly Collaboration: An Enabler of International Research Team’s Activation?

JOURNAL OF GLOBAL INFORMATION TECHNOLOGY MANAGEMENT

Chapters

2020

BONADONNA , A., C.GIACHINO, F.PUCCIARELLI, B.BERTOLDI

The Evolution of Fast Food in a Customer-Driven Era: Innovation and Sustainability for Customer Needs

In: Customer Satisfaction and Sustainability initiatives in the Fourth Industrial revolution, Cecilia Silvestri, Michela Piccarozzi and Barbara Aquilani IGI Global

ESCP Impact Papers

2020

PUCCIARELLI, F., A.KAPLAN

Force for good: Social media’s bright side restored

ESCP Impact Papers, 2020-33-EN

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Academic Articles

2019

CANOVI, M., F.PUCCIARELLI

Social media marketing in wine tourism: winery owners’ perceptions

JOURNAL OF TRAVEL & TOURISM MARKETING, 36 (6), 653-664

Chapters

2019

PUCCIARELLI, F., A.KAPLAN

Competition in Higher Education

In: Strategic Brand Management in Higher Education, Bang Nguyen, T C Melewar and Jane Hemsley-Brown Routledge

Academic Articles

2018

PUCCIARELLI, F., A.KAPLAN

Le Università Europee oggi: sfide e nuove strategie

ECONOMIA & MANAGEMENT, gennaio/febbraio, n.1, 85-95

Academic Articles

2018

SOLA, D., F.PUCCIARELLI

Can online social networks enhance existing patient pathways and make them scalable?

BRITISH JOURNAL OF HEALTHCARE MANAGEMENT, 24 (3), 127-133

Chapters

2018

PUCCIARELLI, F.

Strategizing social media presence

In: Contemporary Issues in Social Media Marketing, Bikramjit Rishi and Subir Bandyopadhyay Routledge, 217-226

Academic Articles

2016

PUCCIARELLI, F., A.KAPLAN

Competition and strategy in higher education: Managing complexity and uncertainty

BUSINESS HORIZONS, 59(3), 311-320

Conference Presentations

2016

PUCCIARELLI, F., A.KAPLAN

Navigating complex waters: strategizing in the Higher Education sector

International Marketing Trends Conference