Serena ROVAI

Serena ROVAI Research Active Faculty - Associate Professor
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    • Department
      Marketing Department
    • Languages
      Italian, English, French
    • Teaching specialisations
      Luxury Brand Management, Internationalisation of Luxury, International Marketing
    • Areas of research
      Luxury Brand Management, Made in Italy and Luxury, Luxury Evolution and China
    • Campus
      La Rochelle

    Biography

    A recognised expert in Sustainability, Emerging Technologies, in Luxury Brand Management, with a DBA from GEM and EDAMBA scholar at Bocconi University. Formerly Head of the International Affairs Division and CODIR member, in charge of the school strategy in international relations, internships, academic programs development (off-shore programs in New York and Beijing, Florence). She has designed and internationalized graduate and undergraduate programs in luxury management, coordinated academic conferences in China and Italy, and led international training initiatives in the UAE and the UK for EXCELIA. Currently in her role of Academic advisor for Luxury programs, she continues to internationalise faculty, programs and research collaborating with the main research centres in the field.

    Dr. Rovai is a Visiting Professor at Stanford University in “Luxury Brand Made in Italy and Sustainability” and sits or teaches on academic boards of institutions sas IULM University Milan, Beihang University, and Hong Kong Polytechnic, ISCTE Lisbon, Curtin University.

    Affiliated with IULM’s Research Centre of Economics, she is a reviewer for leading journals (Journal of Business Research, British Management Journal etc) and an editorial contributor to Routledge and Palgrave and for Special Issues but also supervising doctoral students. She spent a decade in Asia, collaborating with ministries and universities, and directed doctoral programs and research centers across France, Italy, and China for GEM.

    GEM=Grenoble Ecole de Management 

  • 2006

    Doctorate of Business Administration, Grenoble Ecole de Management, France

    2002

    Business Administration, Management, Università Bocconi, Italy

    1998

    Master in International Business Administration, Grenoble Ecole de Management, France

  • 2023

    Affiliate professor, IULM University, , Italy

    2022

    Erasmus Visiting Professor, ISCTE, LISBON, Portugal

    2021

    Visiting Professorship, IULM, MILAN, Italy

    2018

    Learning coordinator Msc Marketing Luxury, Excelia, La Rochelle, France

    2017-2017

    Visiting professor, University of Florence, Florence, Italy

    2013-2018

    Director, International Relations, Excelia, La Rochelle, France

    2013

    Research Active Faculty - Associate Professor, Excelia, La Rochelle, France

    2011-2013

    Director, Euro-Asia Centre for Management and Innovation. MSc Fashion, Design and Luxury Management Program Director. DBA Program Director, Grenoble Ecole de Management, Grenoble, France

    2008-2011

    Director, Uni-Italia Centre for the promotion and internationalisation of Italian Academic Institutions in China, , China

    2006-2007

    Visiting Professor in International Management, University of International Business and Economics - UIBE, Beijing, China

    2004-2011

    Affiliated Faculty and Consultant for international development, Grenoble Ecole de Management, , China

    2002-2002

    HRM Consultant, UN International Labor Office, , China

    2000-2000

    HRM Project Associate, Haarmann Hemmerath, , China

    1997-1999

    HR Project Associate, Hewlett Packard, , France

    1997-1997

    Junior marketing resp., Microsoft, , France

  • Journal articles

    ROVAI, S. (2024). Building business network relationships in the changing Chinese context: findings from Italian luxury companies. Journal of Business & Industrial Marketing. doi:10.1108/JBIM-01-2023-003.
    PASQUINELLI, C., ROVAI, S., BELLINI, N. (2023). Linking place brands and regional innovation: The bridging role of firm's sustainability-oriented innovation envisioning heritage.. Regional Studies. doi:10.1080/00343404.2023.2187046.
    ROVAI, S., OZUEM, W., RANFAGNI , S., WILLIS, M. (2023). Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory. Internet Research. doi:https://doi.org/10.1108/INTR-07-2022-0580.
    ROVAI, S., OZUEM, W., RANFAGNI, S., WILLIS, M. (2023). Examining the role of social media influencers in service failure and recovery strategies: an empirical investigation of millennials' views.. Information Technology & People.
    ROVAI, S., RANFAGNI, S., OZUEM, W., WILLIS, M. (2023). Dynamics of user-generated content and service failure recovery: evidence from millennials.. Qualitative MarketResearch. doi:https://doi.org/10.1108/QMR-08-2022-0124.
    ROVAI, S., PASQUINELLI, C., TEH, C. (2023). AI in the Luxury IN-STORE ATMOSPHERICS. Symphonya. Emerging Issues in Management.
    ROVAI, S., PASQUINELLI, C. (2022). Sustainability through the Nested Luxury Retailing Experience. Symphonya. Emerging Issues in Management.
    ROVAI, S., OZUEM, W., RANFAGNI, S., KALLEVIG ANNETTE, A. (2022). Managing creativity in the age of data driven marketing communication. Journal of Advertising Research.
    ROVAI, S., OZUEM, W., RANFAGNI, S. (2021). exploring customers responses to online service failure and recovery strategy during covid 19 pandemic. Psychology and Marketing.
    ROVAI, S., BELLINI, N., LAZZERI, G. (2021). Patterns of Policy Learning in the RIS3 process of less developed regions. Regional Studies.
    ROVAI, S., "Luxury Fashion 2.0: the Digitalisation of Chinese Luxury Fashion", Journal of Global Fashion Marketing, 2018, vol. 9, no. 2, pp. 116-128
    ROVAI, S., GUERCINI, S. (2018). SMM and luxury fashion brands in the chinese consumer market : the case of wechat. Global Fashion Management Conference, 2018, pp. 169-172.
    BELLINI, N., C.PASQUINELLI, S.ROVAI, S.TANI, "The Local Embeddedness of Foreign Campuses: The Case of Tongji University in Florence", Journal of Studies in International Education, June 2016, vol. 20, no. 4, pp. 371-385
    ROVAI, S., "Chinese Outbound Shopping Tourism: A Market-Driven Approach for the Luxury and Fashion Industry", Symphonya. Emerging Issues in Management, 2016, vol. 2016, no. 1, pp. 56-63
    ROVAI, S., "Recruiting high-tech managerial talents in China: an institutional perspective", Journal of Technology Management in China, 2008, vol. 3, no. 2, pp. 181-193

    Books

    ROVAI, S., Luxury the Chinese Way. The Emergence of a New Competitive Scenario, Palgrave MacMillan, 2016

    Chapters

    ROVAI, S., N.BELLINI, "Chinese Creative Entrepreneurs in Fashion and Luxury: An Exploratory Case Study of a Concept Store in Beijing" in Creative Industries and Entrepreneurship. Paradigms in Transition from a Global Perspective., Lazzeretti L., Vecco M. Eds, Edward Elgar Publishing Ltd, chap. 11, pp. 221-238, 2018
    ROVAI, S., "Luxury Branding and Rebranding through digitalisation: the case of Italian brands in China" in Contemporary Case Studies on Fashion Production, Marketing and Operation., Chow P-S., Chiu C-H., Yip Y. Eds, Springer, 2017
    ROVAI, S., "The Evolution of Luxury Consumption in China" in Luxury Brands in Emerging Markets., Atwal, G., Bryson, D. Eds, Palgrave MacMillan, pp. 130-134, 2014
    ROVAI, S., "Education management in Cina: opportunità e sfide per investimenti stranieri" in Due anni di Cina., M. Weber Ed., Etas, 2008

  • Proceedings from scholarly meetings

    OZUEM, W., ROVAI, S., RANFAGNI , S., WILLIS, M. (2021). Unpacking the concept of influencers: the moderating role of social media. American Marketing Association.
    OZUEM, W., ROVAI, S., RANFAGNI, S., WILLIS, M. (2020). UGC, service failure and recovery strategy in the fashion industry. American Marketing Association.
    ROVAI, S., D.VALLE, "Luxury Branding and Rebranding in the Chinese Context" in Global Marketing Conference at Hong Kong Proceedings, GAMMA, pp. 231-235, 2016
    ROVAI, S., "CHANGING PATTERNS OF LUXURY FASHION CONSUMER BEHAVIOUR THROUGH DIGITAL" in 2015 Global Fashion Management Conference at Florence Proceedings, GAMMA, pp. 419-420, 2015
    ROVAI, S., N.BELLINI, K.HEINE, J.HE, "ARE CHINESE CONSUMERS READY FOR CHINESE LUXURY BRANDS?" in 2014 Global Marketing Conference at Singapore Proceedings, GAMMA, pp. 1270-1272, 2014
    BELLINI, N., V.BARATTA, A.LOFFREDO, S.ROVAI, "Chinese tourists in Tuscany: redefining the relationship between heritage and authenticity " in Proceedings of the Heritage, Tourism and Hospitality International Conference HTHIC 2014, November 6-8, 2014, Istanbul (Turkey) , Istanbul: Bogaziçi University, pp. 104-115, 2014, Istanbul

    Papers presented at academic or professional meetings

    ROVAI, S., RANFAGNI, S., GUERCINI, S. (2019). Millennials and on and off luxury purchasing: factors driving their choices. Global Fashion Management Conference.
    ROVAI, S., "Innovative Transnational Higher Education in Off-Shore Campuses: Global leaders with Chinese Characteristics" in EFMD Higher Education Research Conference at IESE Business School, 2016, Barcelona
    ROVAI, S., A.PAPARELLI, "Asian Luxury Industry Programs Delocalization and Relevance in Business Schools" in EFMD Global Network Asia Annual Conference, 2015, Phuket, Thailand Coauthorspresented
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