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Diego RINALLO
Associate Professor of Marketing
and Consumer Culture
KEDGE Business School
Domaine de Luminy – BP 921
13288 Marseille Cedex 9 - France
 PROFESSIONAL +33 (0)4 91 82 77 97
[email protected]
EDUCATION
2005
Ph.D. in Business Administration & Management, Bocconi University,
Milan, Italy
1992
Degree in Business Administration (major in marketing), Bocconi
University, Milan, Italy
EXPERIENCE AT KEDGE BUSINESS SCHOOL
Courses taught
2014-2015
Introduction to Qualitative Analysis (Ph.D. Ecricome), 12h
Culture, Consumption and Marketing, M-ESC-5-02-99-07-E, 18h, and MESC-5-02-99-07-E
B to B Marketing, M-ESC-5-02-61-01-E and M-IBL-5-02-61-01-E
Marketing Evènementiel Opérationnel et Consulting Sportif, M-ENT-5-06SP-04-F (15h)
Communication des Marques Sportifs, M-ISM-6-03-XX-01-F (15h)
Fashion Communication (Bordeaux campus), Parcours Industries Creatives
2013-2014
Introduction to Qualitative Analysis (Ph.D. Ecricome)
Culture, Consumption and Marketing, M-ESC-5-02-99-07-E
B to B Marketing, M-ESC-5-02-61-01-E (30h) and M-IBL-5-02-61-01-E
Marketing Evènementiel Opérationnel et Consulting Sportif, M-ENT-5-06SP-04-F
Communication des Marques Sportifs, M-ISM-6-03-XX-01-F
Tribal Marketing and Brand Communities, M-ESC-5-02-32-08-E
2012-2013
Business to business marketing, M-ESC-5-02-61-01-E
Marketing Evènementiel Opérationnel et Consulting Sportif, M-ENT-5-06SP-04-F
Communication des Marques Sportifs M-ISM-6-03-XX-01-F
Diego RINALLO
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Research Activities
1:
Consumer
Culture
Theory
(CCT)
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.
2: B2B
Marketing
and Trade
Shows
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
performances. My work shows the influence advertisers can exert on the
media, resulting in greater product coverage in editorial content.
Topic 3:
Advertising
OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH
Positions held
Since 2013
Associate Researcher, CERGAM (Centre d’Etudes et de Recherche en
Gestion d’Aix-Marseille)
Since 1998
Researcher (since 2012, affiliate researcher), Centre 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.
2006-2012
Assistant Professor of Marketing, Bocconi University, Milan, Italy
2005-2006
Post-doctoral Research Fellow, Bocconi University, Milan, Italy
2009-2011
Visiting Scholar, Schulich School of Business, York University, Toronto,
Canada
2005
Visiting Scholar, School of Business, University of Wisconsin-Madison,
USA
Courses taught
2006-2011
Marketing Communications, Bachelor, Bocconi University
2006-2012
Marketing Events, M.Sc., Bocconi University
2003-2012
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.
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PUBLICATIONS
Books
1. H. Bathelt, F. Golfetto, D. Rinallo, Trade Shows in the Globalising Knowledge Economy,
Oxford University Press (2014).
2. D. Rinallo (2011), Event Marketing, EGEA, Milan (textbook, in English).
Books edited
1. D. Rinallo, P. Maclaran, L. Scott (Eds.), Consumption and Spirituality, Routledge,
Interpretive Market Research Series (2012).
2. 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 [Product, Consumer and Market Policies Forty Years After: Writings in
Honour of Stefano Podestà], EGEA, Milan (2012).
Chapters in Books
1. F. Golfetto, D. Rinallo, (2015), “The evolution of trade show systems: Lessons from
Europe”, in H. Bathelt and G. Zeng (Eds.), Temporary Knowledge Ecologies: The Rise of
Trade Fairs in the Asia-Pacific Region, Edward Elgar, Cheltenham, UK, and Northampton,
MA, USA, pp. 42-66.
2. D. Rinallo, F. Golfetto (2015), “Internationalization and knowledge-based strategies of
European trade show organizers in Asia: The case of Messe Frankfurt”, in H. Bathelt and
G. Zeng (Eds.), Temporary Knowledge Ecologies: The Rise of Trade Fairs in the AsiaPacific Region, Edward Elgar, Cheltenham, UK, and Northampton, MA, USA, 67-92.
3. 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. Kozinets (Ed.), (2014),
Sage.
4. Golfetto F., Rinallo D. (2013), “Trade show events, from live to digital”, in Peraboni E.
(Ed.), Exhibitions in years 2.0 - Between Internationalization and Local Development,
Milan: Egea.
5. D. Rinallo, L. Scott, P. Maclaran, “Unravelling complexities at the commerce/spiritual
interface”. In D. Rinallo, P. Maclaran, L. Scott, Consumption and Spirituality, Routledge,
2012.
6. 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, 2012.
7. D. Rinallo, S. Borghini, F. Golfetto, “The influence of occupational communities on buyer
behavior”, Scritti in Onore di Stefano Podestà, EGEA, 2012.
8. 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, 2012.
9. S. Borghini, D. Rinallo, L. Visconti (2011), “Ricerche qualitative di marketing”
[Qualitative Marketing Research], Marketing in Bocconi, E. Valdani (Ed.), Egea, Milano.
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10. 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.
11. D. Rinallo, G. Miniero (2011), “L’etica della comunicazione di marketing” [Marketing
Communications Ethics], Marketing in Bocconi, E. Valdani (Ed.), Egea, Milano.
12. 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.
13. 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, p. 60-63.
14. 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.
15. 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.
16. 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, p. 376-380.
17. 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.
18. F. Golfetto, D. Rinallo (2004), “Canali e dimensioni del finanziamento pubblico delle
partecipazioni fieristiche” [Channels and size of public funding of trade show
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.
19. 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.
20. 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
1. D. Andreini, D. Rinallo, G. Pedeliento, M. Bergamaschi (forthcoming) “Religious branding
in multicultural societies: Insights from the case of an Italian public hospital entitled to
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Saint Pope John XXIII”, Journal of Business Ethics (accepted, 27 May 2015). DOI
10.1007/s10551-015-2709-y.
2. D. Rinallo, S. Basuroy, R. Wu, H.J. Jeon, (2013) “The Media and their Advertisers:
Exploring Ethical Dilemmas in Product Coverage Decisions”, Journal of Business Ethics,
114 (3): 425-441.
3. D. Rinallo, F. Golfetto (2011), “Exploring the knowledge strategies of temporary cluster
organizers: A longitudinal study of the EU fabric industry trade shows (1986-2006),
Economic Geography, 87 (4): 453-476.
4. D. Rinallo, S. Borghini, F. Golfetto (2010), “Exploring visitor experiences at trade shows”,
Journal of Business and Industrial Marketing, Vol. 25 (4): 249-258.
5. F. Golfetto, D. Rinallo (2010), “Frontiere della comunicazione di marketing” [Frontiers in
Marketing Communications], Finanza, Marketing e Produzione (4): 7-20.
6. D. Rinallo, S. Basuroy, (2009), “Does advertising spending influence media coverage of
advertiser?”, Journal of Marketing, vol. 73 (November): 33-46. (Article selected for the
Journal of Marketing blog)
7. 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): 844-848.
8. D. Rinallo, F. Golfetto (2006), “Representing Markets: The concertation of fashion trends
by French and Italian fabric producers”, Industrial Marketing Management, vol. 35 (7):
856-869.
9. S. Borghini, F. Golfetto & D. Rinallo (2006), “Ongoing search among industrial buyers”,
Journal of Business Research, vol. 59 (10/11): 1151-1159.
10. G. Proni, D. Rinallo (2006), “The analysis of visual texts in structural and interpretive
semiotics”, Revue Sciences de Gestion, August.
11. 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): 349-379.
Communications and/or presentations
1. Rinallo, D., Cova, V., “Religions and markets beyond the sacred/profane divide: Insight on
a study of Christian pilgrimages”, Consumer Culture Theory Conference, Fayetteville,
Arkansas (USA), 18-20 June 2015.
2. Rinallo, D., Cova, V., “Religions and markets beyond the sacred/profane divide: Insight on
a study of Christian pilgrimages”, Spirituality and Creativity in Management World
Congress, Barcelona (Spain), 23-25 April 2015.
3. Rinallo, D. “Transcendence and The Body: An experiential professional development
workshop”, Spirituality and Creativity in Management World Congress, Barcelona (Spain),
23-25 April 2015.
4. Cova, V., Rinallo, D., “Revisiting the separation between sacred and profane: Boundary
work in pilgrimage experience”, Interpretive Consumer Research Conference, Edinburgh
(UK), 16-18 April 2015.
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5. Messina, S., Rinallo, D., “Consumer-brand relationships: Exploring differences between
religious, spiritual and non-believing consumers”, Consumer Culture Theory Conference,
Helsinki (Finland), 26-29 June 2014.
6. Rinallo, D., “Consuming the Goddess: Romanticizing the past vs. Postmodern
Engagements with Consumer Culture”, Gender, Marketing and Consumer Behavior
Conference, Helsinki (Finland), 24-25 June 2014.
7. Rinallo, D., Basuroy, S., Allen, B.J, Seriki, O., “Exploring the effectiveness of influence
strategies in business to business markets: An analysis of fashion manufacturer-media
publisher relationships”, American Marketing Association Winter Marketing Educator
Conference, Orlando (USA), 21-23 February 2014.
8. Rinallo, D., Pinchera, V., “National mythmaking, foreign and domestic: A historical
analysis of the birth of Italian fashion”, European Association for Consumer Research
Conference, Barcelona (Spain), 4-6 July 2013.
9. 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), 13-16 June 2013.
10. D. Rinallo, S. Borghini, G. Bamossy, R. Kozinets, “Between sacred and profane: Rosaries
from Prayer instruments to fashion accessories”, Miracles and Management: the 3rd
Conference on Management, Spirituality and Religion, Lourdes (France), 16-19 May 2013.
11. Messina, S., Rinallo, D. “Including consumers in the management, spirituality and religion
scholarship: Exploring the distinct influence of spirituality vs. religiosity on consumerbrand relationships”, Miracles and Management: the 3rd Conference on Management,
Spirituality and Religion, Lourdes (France), 16-19 May 2013.
12. D. Rinallo, “What to do with unaware consumers? Methodological challenges when
interpreting interview data”, Interpretive Consumer Research Workshop, Bruxelles,
Belgium, 10-12 April 2013.
13. D. Rinallo, P. Maclaran, “Conversations on the sacred and spirituality in consumer
research”, Roundtable, Association for Consumer Research Conference, Vancouver,
October 2012.
14. D. Rinallo, P. Maclaran, “Perspectives on marketers, spirituality and religion: Branding by
contrast and by alignment”, Consumer Culture Theory Conference, Oxford, August 2012.
15. 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 2012.
16. 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 2011.
17. D. Rinallo, E. Savi, “Consuming stardust: The consumption of celebrity beyond product
endorsement”, Association for Consumer Research Conference, Jacksonville (USA),
October 2010.
18. D. Rinallo (chair), “Marketplace shaping of spiritual experiences: Current theory and
prospects”, European Association for Consumer Research Conference, London, June 2010.
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19. D. Rinallo, J. Ostberg (chairs), “Consuming masculinities”, Roundtable, ACR Gender,
Marketing and Consumer Behavior Conference, UK, June 2010.
20. 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 2009.
21. D. Rinallo, “The globalization of communities of consumption and its discontents”.
Consumer Culture Theory Conference, Ann Arbor, June 2009.
22. 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 2008.
23. D. Rinallo, F. Golfetto, S. Borghini, “Building market knowledge together: A netnographic
study of online occupational communities”, Industrial Marketing & Purchasing
Conference, Uppsala, September 2008.
24. 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.
25. D. Rinallo, “Living a magical life: Sacred consumption and spiritual experiences in the
Italian Neo-Pagan community”, Association for Consumer Research Conference, October
2008.
26. 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 2007.
27. D. Rinallo, “Producing and Consuming the Metrosexual”. Association for Consumer
Behavior European Conference, Milan, July 2007.
28. D. Rinallo, S. Borghini, F. Golfetto, “The influence of occupational communities on buyer
behavior”, Industrial Marketing & Purchasing Conference, Birmingham, September 2007.
29. D. Rinallo, F. Golfetto, “Trade fairs making war. Exploring competition among collective
marketing events”, Industrial Marketing & Purchasing Conference, Milan, September
2006.
30. 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 2006.
31. D. Rinallo, “Multiple representations of the market in the fashion industry: A cultural
exploration of the Italian fashion shows”, 3rd Industrial Marketing & Purchasing Market
Studies Workshop, Middelfart (Denmark), April 2006.
32. D. Rinallo, S. Borghini, “Dolce & Gabbana as a Mediterranean Brand” (with S. Borghini),
Journée d’Etudes sur le Marketing Méditerranéen, Marseille (France), April 2006.
33. 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 2005.
34. “Representing markets” (with F. Golfetto and M. Gibbert), Industrial Marketing &
Purchasing Conference, Rotterdam, September 2005.
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35. “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 2005.
36. “Fashion journalists as gatekeepers: Exploring the determinants of fashion products
product publicity in consumer magazines”, European Marketing Association Conference,
Milan, May 2005.
37. “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 2004.
38. “Influencing the media: Fashion firms’ ads as predictors of product visibility in consumer
magazines”, Academy of Management Annual Meeting, New Orleans, August 2004.
39. “The semiotics of visual organizational text”, Symposium on “Using visual methodologies
in organizational research”, Academy of Management Annual Meeting, New Orleans,
August 2004.
40. “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 2004.
41. “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.
42. “Experiential marketing communications in B2B contexts: Evidence from the European
textile and woodworking machinery industries” (with F. Golfetto), European Marketing
Association Conference, Murcia, May 2004.
43. “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 2004.
44. “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 2004.
45. “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 2003.
46. “A fair(y) tale: The semiotics of B2B communication” (with S. Borghini). Industrial
Marketing & Purchasing Conference, Lugano, September 2003.
47. “Communicating competence in the medical diagnostic industry: A customers’ view” (with
S. Borghini). Industrial Marketing & Purchasing Conference, Lugano, September 2003.
48. “The role of the press in the legitimation of environmental standards” (with G. Corona).
Academy of Management Annual Meeting, Seattle, August 2003. Nominee, Carolyn Dexter
Best International Paper Award.
49. “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 2003.
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Invited Talks
1. 2015: “Situating the author in qualitative consumer research”, Qualitative Data Analysis
Workshop, Fayetteville, Arkansas, 16-18 June.
2. 2015: “Exploring the link between nation branding and commercial mythmaking: The
construction and reception of Italian fashion (1950-1965)”, Skema Business School, Lille,
France, 19 February.
3. 2015: “Commercial mythmaking and nation branding: A historical analysis of the
institutionalization of Italian fashion”, Cass Business School, City University of London,
29 January.
4. 2014: “Challenges in constructing a regional research agenda”, Nordic Consumer Culture
Theory Workshop, Bergen, Norwegian Business School, 22-23 September.
5. 2013: “I, subject: Introspection and reflexivity in interpretive consumer research”, Seminar
on qualitative methods and research design, Consumer Culture Theorizing Ph.D. School,
University of Lille and Skema Business School, Lille, France, 25 October.
6. 2013: “Metaphysical theories on brands and branding”, Keynote speech, Brand Camp II,
University of Innsbruck and Brand Research Laboratory, Obergurgl, Austria, January.
7. 2012: “Existential magic and the research process: The archetypal journey of the Ph.D.
student”, Keynote speech, Consumer Culture Theory Doctoral Consortium, Deauville,
France, 21 November.
8. 2012: “Brand transgression: Insights from the case of Dolce & Gabbana’s fashion
rosaries”, IAE Grenoble, France, June.
9. 2012: “Fashion diffusion: The role played by international trade shows in the clothing
fabric industry”, Dublin Institute of Technology, Ireland.
10. 2012: “Branding as Magic” and “Making Magic with Brands”, Swarovski Guest Professor,
Brand Research Laboratory, School of Business, University of Innsbruck, Austria.
11. 2011: “Commercial Mythmaking and country of origin effects: The case of Italian
fashion”, Bocconi University Marketing Seminar Series.
12. 2010: “Consumer culture and the blurring of cultural categories: Insights from the case of
13. D&G’s branded rosaries”, Schulich School of Business, Toronto.
14. 2010: “Consumers or people?”, Workshop on Different Perspectives on Consumption,
Consumer, Culture and Society, Technische Universität, Berlin.
15. 2010: “Competing Fashion Weeks in a globalizing world: Exploring the ideological
reconstruction of the past for commercial purposes at collective events”, University of
Toronto.
16. 2010: “Reminding the world where fashion comes from: Fashion Weeks and the symbolic
production of country of origin effects”, HEC Montreal.
17. 2009: “Being changed: Methodological reflections on extensive fieldwork in consumer
research”, Schulich School of Business.
18. 2008: “Do you like my Dolce and Gabbana rosary? Transcending juxtaposed meanings
through brands”, Workshop on multicultural brand research, University of Innsbruck.
19. 2005: “European perspectives on industrial markets”, Schulich School of Business, York
University, Toronto, Canada
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20. 2005: “Ongoing search and ritualized behavior among industrial buyers”, Schulich School
of Business, York University, Toronto, Canada.
OTHER RESEARCH ACTIVITIES
Editorial Board Member
1. Industrial Marketing Management
2. Journal of Global Fashion Marketing
3. Journal of Business Research
4. International Journal of Electronic Marketing and Retailing
Guest Editor
1. Finanza, Marketing e Produzione, special issue “Frontiere della Comunicazione di
Marketing” [Frontiers in Marketing Communications], with F. Golfetto, n. 4, 2010.
2. Industrial Marketing Management, special issue “2006 Industrial Marketing & Purchasing
Conference”, with F. Golfetto, R. Salle, S. Borghini, vol. 36 (7), October 2007.
Ad hoc Reviewer
1. Journal of Consumer Research
2. Journal of Business Ethics
3. International Journal of Research in Marketing
4. European Journal of Marketing
5. Journal of Macromarketing
6. Journal of Service Research
7. Marketing Theory
8. Journal of Marketing Management
9. Consumption, Markets and Culture
10. Economic Geography
11. Journal of Economic Geography
12. Journal of Management, Religion, and Spirituality
13. Management Decision
14. Economia & Management
15. Finanza, Marketing & Produzione
16. Micro & Macro Marketing
17. Academy of Management Meeting
18. Industrial Marketing & Purchasing Conference
19. European Marketing Academy Conference
20. Consumer Culture Theory Conference
21. Association for Consumer Research Conference
Diego RINALLO
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International Conferences and Workshops - Organization
1. Co-chair and organizer (with N. Toulouse-Ozcaglar), Consumer Culture Theory
Conference, Lille, France, 2016.
2. Co-chair and organizer (with R.V. Kozinets and C. Otnes), Consumer Culture Theory
Workshop, Fayetteville, Arkansas, USA, 2015.
3. Co-chair and organizer (with R.V. Kozinets and F. Bardhi), Consumer Culture Theory
Workshop, Tucson (AZ), USA, 2013.
4. Organizing Committee member, Industrial Marketing & Purchasing Conference, Milan,
September 2006.
International Conferences and Workshops – Other roles
1. Program Committee, Consumer Culture Theory Conference, Helsinki, Finland, 2014.
2. Program Committee, Gender, Marketing, and Consumer Behavior Conference, Helsinki,
Finland, 2014.
3. Faculty, Seminar on qualitative methods and research design, Consumer Culture
Theorizing Ph.D. School, University of Lille and Skema Business School, Lille, France,
2013.
4. Program Committee, Consumer Culture Theory Conference, Oxford, UK, 2012.
5. Program Committee, Asia-Pacific Association for Consumer Research Conference,
Queenstown, New Zealand, 2012.
6. Faculty, Doctoral Consortium, European Conference of the Association for Consumer
Research, London, UK, 2010.
7. Program Committee, European Association for Consumer Research Conference, Milan,
July 2007.
8. Co-chair (with S. Borghini), special track “Alternative research methods in industrial
marketing and purchasing”, Industrial Marketing & Purchasing Conference, Milan,
September 2006.
9. Co-chair (with F. Golfetto, M. Gibbert), special track “Value creation through competencebased marketing”, Industrial Marketing & Purchasing Conference, Rotterdam, September
2005.
10. Organizer and facilitator, Professional Development Workshop “Affective Education”,
Academy of Management Meeting, Honolulu, August 2005.
11. Organizer and facilitator, Professional Development Workshop “Affective Intelligence” e
“The Body and Trascendence”, Academy of Management Meeting, New Orleans, August
2004.
12. Co-chair (with F. Golfetto), track “Communication in fashion and design”, Association for
Business Communication European Convention, Milan, May 2004.
Diego RINALLO
OTHER PERSONAL INFORMATION
Languages
Spoken, written and read:



Italian (mother tongue)
English
French (working knowledge)
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