Valentina KIROVA

Professeur associé
Valentina KIROVA
  • Department Marketing
  • Areas of research Strategic Marketing, Tourism Marketing, Innovation Marketing
  • Teaching fields Brand Management, Customer Relationship Management, e-Customer Relationship Management, Market Research, Consultancy Project

Biography

Of Bulgarian origin, Dr Valentina Kirova initially came to France to undertake graduate studies at the University of Bordeaux, from where she obtained a Master in Economics and, in 2011, a Doctorate in Management Science, specialising in Strategic Marketing. Before obtaining her Doctorate, she taught Communications and Project Management. Concurrently, she worked as a Marketing Research Manager in the Personal Finance department of the BNP Paribas Group.

In 2009, two years before defending her thesis, Dr Kirova joined Excelia Business School as a Lecturer in Marketing. Since 2011, she has been an Associate Professor, teaching Marketing (particularly in relation to tourism and innovation) and, every year, she supervises several end-of-studies theses. Since 2013, she has been leading the Consultancy Project for students on the Master in Management Programme, the aim of which is to get students to work on a real-life business issue so that they can provide recommendations and solutions for the development of a product or service. Since 2019, she has been Head of the research area known as Agility, Innovation and Digitalisation (AID).

A long-standing member of the French Marketing Association, Dr Kirova’s work has been published in French and international peer-reviewed journals such as Information and Management, Revue d'économie régionale et urbaine, Journal of Business Research, and Téoros (a journal in tourism research).

Dr Kirova is a strong believer in field-based learning and is the author of numerous case studies that have been referenced at the case study centre Centrale de Cas et de Médias Pédagogiques (CCMP), and which resulted from collaborations with major groups such as Rémy Martin, EDF, Cultura and Léa Nature.

Publication(s)

Vo Thanh, T. et Kirova, V. (2019). Déterminants de l’attractivité d’une destination œnotouristique, Revue d'Economie Régionale et Urbaine, Vol. 1, Février 2019, p. 125-151.
Kirova, V. et Vo Thanh, T. (2018). Smartphone use during the leisure experience: the role of contextual factors, Information and Management, in press, https://doi.org/10.1016/j.im.2018.11.008.
Vo Thanh, T. et Kirova, V. (2018). Wine tourism experience: A netnography study, Journal of Business Research, Vol. 83, February 2018, p. 30-37.
Kirova, V. (2018). The wind of change. Marketing managers as strategic change agents, 18th EURAM Conference, 19-23 June 2018, University of Iceland, Reykjavik, Iceland.
Kirova, V. (2018). Le rôle de la fonction marketing dans la conduite du changement stratégique, 34ème Congrès international de l’AFM, Mai 2018, Strasbourg, France.
Kirova, V. (2018). The impact of technology on wine tourism experience: Value co-creation or value co-destruction, TTRA 2018 Europe Conference, April 2018, Faculty of Economics, University of Ljubljana, Ljubljana, Slovenia.
Kirova, V. (2017). Exploring the role of strategic marketing department, Journal of Marketing Development and Competitiveness, Vol. 11(2), p. 27-38.
Kirova, V. (2017). The impact of interactive technology on wine tourism experience, 7th International conference on tourism management and tourism related issues, September 28-29, 2017, Bocconi University, Milano, Italy.
Kirova, V. et Vo Thanh, T. (2017). Utilisation du smartphone pendant l’expérience de loisir : le rôle des facteurs contextuels, TTRA Annual International Conference, June 20-22, 2017, Québec City, Québec, Canada.
Vo Thanh, T. et Kirova, V. (2017). Déterminants de l’attractivité d’une destination œnotouristique, 4ème Conférence de l’Association Francophone de Management du Tourisme, (AFMAT), 4 - 5 mai 2017, La Rochelle, France.
Kirova, V. et Vo Thanh, T. (2016). Smartphone during the leisure experience: The role of contextual factors, 6th International conference on tourism management and tourism related issues, September 22-23, 2016, University of Economics, Krakow, Poland.
Kirova, V. et Vo Thanh, T. (2016). Œnotourisme et attractivité urbaine : Etude netnographique du rôle de l’expérience de visite, Rendez-vous Champlain, 30, 31 mai et 1er juin 2016, UQAM, Montréal, Canada.
Vo Thanh, T., Kirova, V. et Dareous, R. (2015). L’organisation d'un méga-événement sportif et l'image touristique de la ville hôte : une perspective par le concept de transfert d'image, Téoros - Revue de recherche en tourisme, 33(1), 87-98.
Kirova, V. et Rimaud, M-N. (2015). La Maison de Cognac Rémy Martin : Pour une expérience touristique sans modération, NACRA 2015 Conference, Orlando, Florida, USA.
Vo Thanh, T., Kirova, V. et Dareous, R. (2014). L'organisation d’un méga-événement sportif et l’image touristique de la ville hôte : une perspective par le concept de transfert d’image, Rendez-vous Champlain 2014, La Rochelle, France.
Kirova, V. (2013). Strategic marketing department as an integration tool of marketing and strategy, 13th EURAM Conference, 26-29 June 2013, Galatasaray University, Istanbul, Turkey.
Kirova, V., (2012). La direction marketing stratégique comme dispositif d'intégration du marketing à la stratégie. 28ème Congrès de l'Association Française de Marketing, 9-11 Mai 2012, Brest, France.
Kirova, V. et Trinquecoste, J.-F. (2011). Marketing stratégique : diversité conceptuelle et singularité organisationnelle. 7èmes Rencontres Internationales de la Diversité, 29-30 Septembre 2011, IAE de Corse, Corte, France.
Kirova, V. et Trinquecoste, J-F. (2011). The marketing - strategy interface: A participant observation case study, Journal of Marketing Trends, 1, 7, p. 19-33.
Kirova, V. et Trinquecoste, J.-F. (2010). A propos du lien marketing-stratégie dans l'entreprise : un cas d'observation participante, 9th International Marketing Trends Conference, 21-23 January 2010, Università Ca' Foscari, Venezia, Italy.
Kirova, V. (2009). Marketing stratégique, stratégie marketing : proposition d’une grille de lecture intégrative, Revue Française du Marketing, n° 224, Octobre 2009, p. 7-19.

Etudes de cas
Kirova, V. (2017). Diffuz : développer le réseau social et solidaire en ligne de la Macif, M1991, CCMP, Paris.
Kirova, V. (2016). EDF dans l’univers de la « Smart Home », M1945, CCMP, Paris.
Kirova, V. et Rimaud, M-N. (2016). La Maison de Cognac Rémy Martin. Pour une expérience touristique sans modération, M1922, CCMP, Paris.
Kirova, V. (2015). Cultura : l'Univers Musique comme levier de croissance, M1902, CCMP, Paris.
Kirova, V. et Naoui F. (2013). La politique de distribution de Léa Nature - Comment rendre le bio accessible au plus grand nombre de consommateurs ?, M1802, CCMP, Paris.

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