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Diego RINALLO
Associate Professor of
Marketing and Consumer Culture
BP 921 – 13288 Marseille Cedex 9 - France
 +33 4 91 82 77 97 Fax + 33 4 91 82 79 83
[email protected]
EDUCATION
2005
Ph.D. in Business Administration & Management, Bocconi University,
Milan, Italy
19992
Degree in Business Administration (major in marketing), Bocconi
University, Milan, Italy
EXPERIENCE AT EUROMED MANAGEMENT
Courses taught
2012-2013
Business to business marketing, M-ESC-5-02-61-01-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)
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
Topic 3:
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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.
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.
PUBLICATIONS
Books
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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
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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
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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.
Diego RINALLO
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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, 2012.
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.
D. Rinallo, S. Borghini, F. Golfetto, “The influence of occupational communities on
buyer behavior”, Scritti in Onore di Stefano Podestà, EGEA, 2012.
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.
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. 60-63.
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 / ButterworthHeinemann.
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. 376-380.
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
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Diego RINALLO
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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
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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 10.1007/s10551-012-1353-z
D. Rinallo, F. Golfetto (2011), “Exploring the knowledge strategies of temporary
cluster organizers: A longitudinal study of the EU fabric industry trade shows (19862006), 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): 249-258.
F. Golfetto, D. Rinallo (2010), “Frontiere della comunicazione di marketing”
[Frontiers in Marketing Communications], Finanza, Marketing e Produzione (4): 720.
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)
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.
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.
S. Borghini, F. Golfetto & D. Rinallo (2006), “Ongoing search among industrial
buyers”, Journal of Business Research, Vol 59 (10/11): 1151-1159.
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): 349-379.
Communications and/or presentations
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D. Rinallo, “What to do with unaware consumers? Methodological challenges when
interpreting interview data”, Interpretive Consumer Research Workshop, Bruxelles,
Belgium, 10-12 April 2013
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D. Rinallo, S. Borghini, G. Bamossy, R. Kozinets, “Between sacred and profane: Rosaries
Diego RINALLO
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from Prayer instruments to fashion accessories”, Miracles and Management: the 3rd
Conference on Management, Spirituality and Religion, Lourdes (France), 16-19 May
2013
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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 3rd Conference on
Management, Spirituality and Religion, Lourdes (France), 16-19 May 2013
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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 Juin 2013.
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D. Rinallo, P. Maclaran, “Conversations on the sacred and spirituality in consumer
research”, Roundtable, Association for Consumer Research Conference, Vancouver,
October 2012.
D. Rinallo, P. Maclaran, “Perspectives on marketers, spirituality and religion: Branding
by contrast and by alignment”, Consumer Culture Theory Conference, Oxford, August
2012.
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.
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.
D. Rinallo, E. Savi, “Consuming stardust: The consumption of celebrity beyond product
endorsement”, Association for Consumer Research Conference, Jacksonville (USA),
October 2010.
D. Rinallo (chair), “Marketplace shaping of spiritual experiences: Current theory and
prospects”, European Association for Consumer Research Conference, London, June
2010.
D. Rinallo, J. Ostberg (chairs), “Consuming masculinities”, Roundtable, ACR Gender,
Marketing and Consumer Behavior Conference, UK, June 2010.
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.
D. Rinallo, “The globalization of communities of consumption and its discontents”.
Consumer Culture Theory Conference, Ann Arbor, June 2009.
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.
D. Rinallo, F. Golfetto, S. Borghini, “Building market knowledge together: A
netnographic study of online occupational communities”, Industrial Marketing &
Purchasing Conference, Uppsala, September 2008.
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.
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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 2008.
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.
D. Rinallo, “Producing and Consuming the Metrosexual”. Association for Consumer
Behavior European Conference, Milan, July 2007.
D. Rinallo, S. Borghini, F. Golfetto, “The influence of occupational communities on
buyer behavior”, Industrial Marketing & Purchasing Conference, Birmingham,
September 2007.
D. Rinallo, F. Golfetto, “Trade fairs making war. Exploring competition among collective
marketing events”, Industrial Marketing & Purchasing Conference, Milan, September
2006.
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.
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.
D. Rinallo, S. Borghini, “Dolce & Gabbana as a Mediterranean Brand” (with S.
Borghini), Journée d’Etudes sur le Marketing Méditerranéen, Marseille (France), April
2006.
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.
“Representing markets” (with F. Golfetto and M. Gibbert), Industrial Marketing &
Purchasing Conference, Rotterdam, September 2005.
“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.
“Fashion journalists as gatekeepers: Exploring the determinants of fashion products
product publicity in consumer magazines”, European Marketing Association
Conference, Milan, May 2005.
“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.
“Influencing the media: Fashion firms’ ads as predictors of product visibility in consumer
magazines”, Academy of Management Annual Meeting, New Orleans, August 2004.
“The semiotics of visual organizational text”, Symposium on “Using visual
methodologies in organizational research”, Academy of Management Annual Meeting,
New Orleans, August 2004.
Diego RINALLO
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“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.
“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 2004.
“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.
“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.
“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.
“A fair(y) tale: The semiotics of B2B communication” (with S. Borghini). Industrial
Marketing & Purchasing Conference, Lugano, September 2003.
“Communicating competence in the medical diagnostic industry: A customers’ view”
(with S. Borghini). Industrial Marketing & Purchasing Conference, Lugano, September
2003.
“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.
“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.
Invited Talks
2013 “Metaphysical theories on brands and branding”, Keynote speech, Brand Camp II,
University of Innsbruck and Brand Research Laboratory, Obergurgl, Austria, January.
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 Novembre 2012.
2012 “Brand transgression: Insights from the case of Dolce & Gabbana’s fashion rosaries”,
IAE Grenoble, France, June.
2012 “Fashion diffusion: The role played by international trade shows in the clothing fabric
industry”, Dublin Institute of Technology, Ireland.
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Diego RINALLO
2012 “Branding as Magic” and “Making Magic with Brands”, Swarovski Guest Professor,
Brand Research Laboratory, School of Business, University of Innsbruck, Austria.
2011 “Commercial Mythmaking and country of origin effects: The case of Italian fashion”,
Bocconi University Marketing Seminar Series.
2010 “Consumer culture and the blurring of cultural categories: Insights from the case of
D&G’s branded rosaries”, Schulich School of Business, Toronto.
2010 “Consumers or people?”, Workshop on Different Perspectives on Consumption,
Consumer, Culture and Society, Technische Universität, Berlin.
2010 “Competing Fashion Weeks in a globalizing world: Exploring the ideological
reconstruction of the past for commercial purposes at collective events”, University of
Toronto.
2010 “Reminding the world where fashion comes from: Fashion Weeks and the symbolic
production of country of origin effects”, HEC Montreal.
2009 “Being changed: Methodological reflections on extensive fieldwork in consumer
research”, Schulich School of Business.
2008 “Do you like my Dolce and Gabbana rosary? Transcending juxtaposed meanings
through brands”, Workshop on multicultural brand research, University of Innsbruck.
2005 “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, 2010.
 Industrial Marketing Management, special issue “2006 Industrial Marketing &
Purchasing Conference”, with F. Golfetto, R. Salle, S. Borghini, vol. 36 (7), October
2007.
International Conferences
 Co-chair, Consumer Culture Theory Workshop, Tucson (AZ), USA, 2013
 Program Committee, Consumer Culture Theory Conference, Oxford, UK, 2012.
 Program Committee, Asia-Pacific Association for Consumer Research Conference,
Queenstown, New Zealand, 2012.
 Faculty, Doctoral Consortium, European Conference of the Association for Consumer
Research, London, UK, 2010.
 Program Committee, European Association for Consumer Research Conference, Milan,
July 2007.
Diego RINALLO
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Organizing Committee, Industrial Marketing & Purchasing Conference, Milan,
September 2006.
Co-chair (with S. Borghini), special track “Alternative research methods in industrial
marketing and purchasing”, Industrial Marketing & Purchasing Conference, Milan,
September 2006.
Co-chair (with F. Golfetto, M. Gibbert), special track “Value creation through
competence-based marketing”, Industrial Marketing & Purchasing Conference,
Rotterdam, September 2005.
Organizer and facilitator, Professional Development Workshop “Affective Education”,
Academy of Management Meeting, Honolulu, August 2005.
Organizer and facilitator, Professional Development Workshop “Affective Intelligence” e
“The Body and Trascendence”, Academy of Management Meeting, New Orleans, August
2004.
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