Daniela Andreini Author

Daniela Andreini, PhD, is an Associate Professor in Marketing at the University of Bergamo (Italy). Her research has included business model innovation, social media marketing, multichannel retailing, sponsorship, brand management in B2B, and brand management in B2C. Her work has appeared in journals such as Industrial Marketing Management, Journal of Business Ethics, International Journal of Innovation Management, and Management Decision. She has developed and taught several innovative courses related to Marketing Management, Digital Marketing, and Management Consulting to both graduate and undergraduate students.
Cristina Bettinelli, PhD, is an Assistant Professor in Management at the University of Bergamo (Italy). Her research has included business model innovation, corporate entrepreneurship, family business, and corporate governance. Her works have appeared in journals such as Small Business Economics, Family Business Review, Futures, Journal of Family Business Strategy, and International Business Review. She teaches entrepreneurship and international business in both graduate and undergraduate courses.