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Margherita Pagani

Margherita Pagani
SKEMA Business School campus Grand Paris

Ph.D. Management

About

96
Publications
52,011
Reads
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2,915
Citations
Citations since 2017
19 Research Items
1625 Citations
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2017201820192020202120222023050100150200250300
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Introduction
I’m Full Professor of Digital and Artificial Intelligence in Marketing at Skema Business School in Paris. I’ve been Founder Academic Co-Director of the MsSc in Digital Marketing & Data Science and Founder Director of the Research Center on Artificial Intelligence in Value Creation at emlyon business school. I was also Adjunct Professor of Digital Marketing at Bocconi University. I holds a Ph.D. in Management and the HDR. I was Visiting Scientist at MIT’s Sloan School of Management
Additional affiliations
September 2018 - present
emlyon business school
Position
  • Managing Director
September 2018 - present
emlyon business school
Position
  • Managing Director
April 2017 - present
emlyon business school
Position
  • Professor (Full)
Description
  • Research and teaching responsabilities in Digital Marketing at graduate and executive level
Education
January 2017 - December 2017
Université d'Évry-Val-d'Essonne
Field of study
  • Management
October 2013 - January 2015
Université Jean Moulin Lyon 3
Field of study
  • Management
May 2005 - May 2006
Massachusetts Institute of Technology
Field of study
  • Program in "Data and Models in Engineering Science and Business" and " Individual Choice Behavior: Theory and Application of Discrete Choice Analysis"

Publications

Publications (96)
Article
Purpose of this study is to provide a framework which helps to understand how a business-to-business company can use the social media to ‘strategize’ by making other business actors share meanings about the position this company wants to occupy. We use LDA topic modelling on a large sample of tweets (N = 1,059,731) by 16 business-to-business compan...
Article
The success of platform companies often depends on their ability to “scale” their customer and supplier base. Existing studies have focused on a variety of approaches that platforms may use to scale but have not systematically considered that platforms might acquire other companies as part of this growth strategy. In this paper, we study the acquis...
Article
Full-text available
After their launch, Amazon, Apple, Airbnb, and Google, giant platforms of the digital economy, all followed a similar pattern. They quickly bought competing platform companies in their same market niche before growing tentacles through acquisitions in other sectors. We call this phenomenon "octopus effect" and wonder what the next evolutionary stag...
Article
Full-text available
The success of platform companies often depends on their ability to “scale” their customer and supplier base. Existing studies have focused on a variety of approaches that platforms may use to “scale” but have not systematically considered that platforms might acquire other companies as part of this growth strategy. In this paper, we study the acqu...
Article
Avec le développement de l’IA, le défi des écoles de commerce est de répondre aux besoins des entreprises qui réclament de leurs futurs managers une expertise technique autant qu’humaine.
Article
Full-text available
As more and more companies incorporate AI tools into their operations, business leaders need to find ways to adapt. But the term “AI” in fact covers a huge spectrum of different things. How can leaders start to make sense of this vast array of new systems? The authors analyzed over 800 different AI tools and found that the problems they solved fell...
Article
The business world is experiencing a shift away from ‘physicality’ due to the ubiquitous growth of the service sector and a progressive shift from selling product to offering service. Yet, at the same time, with regard to technology-based phenomena such as the Internet of Things (IoT), it is physical products equipped with sensors that are at the c...
Article
Full-text available
Consumers can use alternative methods to interact with or access a brand through their mobile devices. They can type a response using a touchscreen keyboard (touch interaction) or use voice response while holding a mobile device (combined voice and touch interaction). In this study, we look at the impact of these different types of interaction on p...
Article
Full-text available
This study aims to analyse how privacy concerns have an impact on the consumer's intention to make online purchases. A research model was developed establishing the mediating role of trust and perceived risks. The results of the empirical survey (n=900) show that the relationship between privacy concerns and purchasing intention is partially mediat...
Article
This paper examines the impact of digitalization - the adoption of Internet-connected digital technologies and applications by companies - on B2B exchanges. While B2C exchanges are the subject of numerous studies on the transformations brought by the digital technologies, B2B exchanges are far less analyzed. Building on a conceptualization of excha...
Article
The study aims to understand how social media and mobile change customer experiences and influence the online active behavior. We explore how leveraging differently on experiences that the users live online helps to increase experiential engagement and mitigate the negative influence of privacy concern on the active use of location-based social net...
Article
This study aims to analyse how privacy concerns have an impact on the consumer's intention to make online purchases. A research model was developed establishing the mediating role of trust and perceived risks. The results of the empirical survey (n = 900) show that the relationship between privacy concerns and purchasing intention is partially medi...
Article
Full-text available
Purpose The purpose of this study is to propose a measure for earned attention and a model and procedure for the maximization of earned attention by a company over a period of time. Design/methodology/approach Utility functions are used as the base of the earned attention measure. An evolutionary algorithm - a memetic algorithm - is applied to i...
Article
Full-text available
Purpose This paper aims to analyse the antecedents of brand love in online network-based communities and to develop an integrative conceptual model in which social-interactive engagement influences brand love via the mediating effects of social identity. Design/methodology/approach A survey was conducted on the Facebook fan pages of 20 leading int...
Article
Full-text available
The aim of the study is to gain a better insight into the effect of using linguistically standardized (in English) TV adverts as opposed to two types of linguistically adapted commercials (dubbed in the local language or subtitled in the local language) on attitude-toward-the-ad and attitude-toward-the-brand. We ran a between-subjects experiment in...
Article
Full-text available
Purpose This paper aims to analyse the antecedents of brand love in online network-based communities and to develop an integrative conceptual model in which social-interactive engagement influences brand love via the mediating effects of social identity. Design/methodology/approach A survey was conducted on the Facebook fan pages of 20 leading int...
Conference Paper
The marketing literature has drawn increasing attention to the consumer-brand affective relationship-building process, experiential engagement and self-definitional issues within online network-based communities. However, research attempting to develop an integrative perspective of experiential engagement and social identity theory is still fairly...
Article
The multichannel digital revolution coupled with the development of interactive digital technology, virtualization, peer-to peer networks, cloud computing, Internet of services, and other It developments is changing the rules of the game in many industries through disruptions of business models. New value propositions and revenue opportunities base...
Article
Full-text available
Purpose – User-generated content comprises an important asset for many web sites. The purpose of this study is to show how extraversion, a basic dimension of human personality, is positively related to this activity, both directly and through its impact on social identity expressiveness. Design/methodology/approach – The data come from an online s...
Article
Full-text available
Within changing value networks, the profits and competitive advantages of participation reside dynamically at control points that are the positions of greatest value and/or power. The enterprises that hold these positions have a great deal of control over how the network operates, how the benefits are redistributed, and how this influences the exec...
Article
This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' attitudes and behaviors toward mobile marketing. The authors incorporate three individual-level characteristics, namely personal attachm...
Article
In contexts where competition is intense, growth is rapid, innovation is abundant, local conditions are idiosyncratic, and technological options are increasingly complex, the marketing manager needs to understand the dynamic forces that influence the structure of the industry in order to assess the market strategic value. The problems are made even...
Article
Purpose ‐ The purpose of the studies was to test if extent of prior social media activity could predict likelihood that a consumer would post reviews on a new review website. Design/methodology/approach ‐ Two online surveys were conducted presenting scenarios in which users were asked about prior social media activity, the number of social networks...
Article
This chapter introduces the concept of "two-sided" markets and shows how they comprise a unique type of social media that facilitates the development of social networks oriented toward specific product domains (e.g., restaurants), specific brands (e.g., Starbucks), or common consumer concerns (e.g., Yelp.com). Not only do two-sided-markets constitu...
Article
Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United States, China, and Europe. We examine the extent to which...
Article
Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks. The...
Chapter
Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks. The...
Article
Full-text available
Traditional retail and online brands seek new ways to build a platform to enable customers to connect with one another and encourage consumer engagement. The purpose of the present work is to understand how social media is transforming consumer engagement and redefining commercial marketing strategies using video on the Web, mobile devices, and tra...
Conference Paper
Academic research into the adoption of Mobile TV services is still in its infancy. The literature suggests that there is no comprehensive theoretical framework for understanding the adoption of Mobile TV services, from an individual consumer's point of view. The purpose of this paper is to justify and propose a new theoretical framework as a founda...
Article
Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants. This paper add...
Article
This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implicat...
Chapter
Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks. The...
Chapter
This chapter examines the reasons why individuals would choose electronic self-service delivery methods over more traditional methods of service delivery for government services. The chapter tests the concepts of technical quality (what is delivered) and functional quality (how the service is being delivered) in the development of t-government serv...
Chapter
The transition process from analog to digital system, above all in the broadcasting field, and the development of Third Generation standards in mobile communications offer an increasing number of value-added services: the incumbent actors (i.e., local and central administrations, local health structures and hospitals, dealers of public services) ha...
Chapter
This chapter examines the reasons why individuals would choose electronic self-service delivery methods over more traditional methods of service delivery for government services. The chapter tests the concepts of technical quality (what is delivered) and functional quality (how the service is being delivered) in the development of t-government serv...
Article
In order to deal with growing uncertainties emerging in the 3G wireless industry and to preserve their competitiveness, managers involved in the wireless value network should identify future success very early and develop their strategic planning on time. This study, based on a Scenario Evaluation and Analysis through Repeated Cross impact Handling...
Chapter
This chapter provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). More specifically, the objectives of the study are: To provide an insight into current behavior in terms of attitudes towards, access and usage of multimedia mobile services by current end...
Article
Full-text available
This article develops a map to analyze the dynamic forces that influence the structure and development of 3G (third generation) wireless communications value networks. The analysis builds on the Strategic Value Assessment Model (Fine, et al. [Fine, Charles H., Vardan, Roger, Pethick, Robert, El Hout, Jamal. Rapid-Response Capability in value chain...
Chapter
This chapter provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). More specifically, the objectives of the study are: to provide an insight into current behavior in terms of attitudes towards, access and usage of multimedia mobile services by current end...
Chapter
This chapter examines the reasons why individuals would choose electronic self-service delivery methods over more traditional methods of service delivery for government services. The chapter tests the concepts of technical quality (what is delivered) and functional quality (how the service is being delivered) in the development of t-government serv...
Chapter
This chapter provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). More specifically, the objectives of the study are: to provide an insight into current behavior in terms of attitudes towards, access and usage of multimedia mobile services by current end...
Chapter
This chapter examines the reasons why individuals would choose electronic self-service delivery methods over more traditional methods of service delivery for government services. The chapter tests the concepts of technical quality (what is delivered) and functional quality (how the service is being delivered) in the development of t-government serv...
Article
Full-text available
The paper aims to validate a vicarious innovativeness scale for its usefulness in understanding and predicting third generation (3G) mobile services acceptance. Illustrations are based on a survey of 150 young people, and structural equation modelling techniques were used to analyse the data. In this paper: (1) the relevant literature is reviewed;...
Article
The advent of digitalization is providing big opportunities, which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. The purpose of this chapter is to outline the different business models adopted in Europe in terms of contents offered and related revenue o...
Chapter
This chapter examines the reasons why individuals would choose electronic selfservice delivery methods over more traditional methods of service delivery for government services. The chapter tests the concepts of technical quality (what is delivered) and functional quality (how the service is being delivered) in the development of t-government servi...
Chapter
The advent of digitalization is providing big opportunities, which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. The purpose of this chapter is to outline the different business models adopted in Europe in terms of contents offered and related revenue o...
Article
This paper presents a Business-Oriented Model of Factors that affect the adoption of wireless High Speed Data Services (HSDS). We reviewed business IT acceptance literature and developed an explorative survey of a sample of twelve companies in Europe and USA. From this, a theoretical model was created and hypotheses were formulated. Data were then...
Article
Full-text available
Abstract The rapid development of mobile devices, PDAs, and other wireless technologies,over the past decade ,has engendered ,a plethora ,of portable devices for data transmission and processing applications. Moreover, the development,of digital television and the opportunities opened,by interactive digital TV applications has motivated TV producer...
Chapter
Nearly every incumbent operator in the wireless market has experienced business problems in recent years. The reason for this is the opening of the market for competitive operators and the following drop in prices as well as attractive services in the mobile telephony market. This chapter describes changes in competitive advantages deriving from th...
Book
Description Multimedia technology, networks and online interactive multimedia services are taking advantage of a series of radical innovations in converging fields, such as the digitization of signals, satellite and fiber optic based transmission systems, algorithms for signal compression and control, switching and storage devices, and others, whos...
Book
Mobile and Wireless Systems Beyond 3G: Managing New Business Opportunities explores new business opportunities and critical issue related to mobile and wireless systems beyond 3G. This book identifies motivations and barriers to the adoption of 3G mobile multimedia services and provides an end-user perspective on mobile multimedia services that are...
Chapter
Nearly every incumbent operator in the wireless market has experienced business problems in recent years. The reason for this is the opening of the market for competitive operators and the following drop in prices as well as attractive services in the mobile telephony market. This chapter describes changes in competitive advantages deriving from th...
Article
In this article, we review user information technology acceptance literature, formulate a model of consumer adoption of third generation mobile multimedia services, validate it through a qualitative exploratory study comprising 24 focus groups in six markets, and empirically test the proposed model on the Italian market. The results show that perce...
Chapter
This chapter provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). More specifically, the objectives of the study are: to provide an insight into current behavior in terms of attitudes towards, access and usage of multimedia mobile services by current end...
Chapter
This chapter provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). More specifically, the objectives of the study are: to provide an insight into current behavior in terms of attitudes towards, access and usage of multimedia mobile services by current end...
Conference Paper
In this chapter, the author sets out to define what convergence is and to measure it in Europe. It begins by proposing that the concept of digital convergence, as it is commonly expressed, is taken to refer to three possible axes of alignment: convergence of devices, convergence of networks, and convergence of content. Although there is evidence in...
Chapter
In the previous chapters, technical features and economic implications following the digitalisation of the TV signal as well as the development of interactive television were the focus of our analysis. At this point, it is worth considering some managerial implications stemming from the adoption of these new digital technologies. The goal of this s...
Chapter
Having described the technical characteristics of the different digital signal transmission methods, it seems appropriate to investigate the specific characteristics for each medium, underlining both the advantages and limits of each and their notable economic implications. Transition from analog to digital has not only technological effects, but a...
Chapter
Digital Rights Management poses one of the greatest challenges for multimedia content providers and interactive media companies in the digital age in order to be able to monetorize their interactive products and services catalogs. In a digital environment, digital contents (video, audio) can be distributed across different media (TV, radio, Interne...
Chapter
Interactive television (iTV) can be defined as the result of the process of convergence between television and the new interactive digital technologies (Pagani, 2000). Interactive television is basically domestic television boosted by interactive functions that are usually supplied through a “back channel” and/or a modern terminal. The distinctive...
Chapter
In the previous chapters, technical features and economic implications following the digitalisation of the TV signal as well as the development of interactive television were the focus of our analysis. At this point, it is worth considering some managerial implications stemming from the adoption of these new digital technologies. The goal of this s...
Chapter
The advent of digitalisation is providing big opportunities which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. Digital technology provides digital media companies with the opportunity to: • provide new products and cross-media experiences aimed at indi...
Chapter
With the introduction of digital technology in the production, distribution, and reception of the TV signals, an actual technological discontinuity occurred which—starting from the first half of the ’90s—has been putting pressure on the TV system thus originating an important transformation. The passage to digital TV is a technological phenomenon o...
Chapter
Digital Rights Management poses one of the greatest challenges for multimedia content providers and interactive media companies in the digital age in order to be able to monetorize their interactive products and services catalogs. In a digital environment, digital contents (video, audio) can be distributed across different media (TV, radio, Interne...
Article
Full-text available
The overall goal of this study is to offer a conceptual framework that breaks new ground and explores determinants driving the business' evaluation of benefits and constraints of the networked digital environment experience. The study has two objectives. The first objective is to review the existing theoretical frameworks on business Information Te...

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Projects (4)
Project
Based on a study we conducted on how AI is used in the banking industry, we present key lessons on how AI will shape the context for new value creation for banking customers in the future. We consider the case of Societe Generale, one of the largest European banking and financial services organization, present in 67 countries and serving more than 31 million individuals, professionals, companies, and institutional investors worldwide. We directly led a one-year proof of concept aimed at implementing AI to manage compliance risk in various locations of the bank. Finally, based on the key learnings from this study, we provide a roadmap on how banks can benefit from the implementation of AI to generate value for customers considering privacy vs. innovation tradeoffs.
Project
Goal of the study is to gain insight into customer responses to robotization before and after core service encounters. We specifically consider the case of robotization in Japan in the hotel industry and we analyse the impact on customer satisfaction comparing cultural perception of robots.
Project
Consumers can use several alternative methods to interact with or access a brand through their mobile devices. They can type a response using a touchscreen keyboard (touch interaction) or use voice response while holding a mobile device (combined voice and touch interaction). In this study, we look at the impact of these different types of interaction on personal engagement and the effect on brand trust as relevant concerns to managers in the digital, mediated context. Our results provide novel insights into the role of touch and voice in the online context when it comes to consumers’ decision-making.