Serena ROVAI Enseignant-Chercheur - Professeur Associé
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    • Pôle
      Pôle Marketing
    • Langue(s) parlée(s)
      Italien, Anglais, Français
    • Domaines d’enseignement
      Luxury Brand Management, Internationalisation of Luxury, Marketing International
    • Domaines de recherche
      Luxury Brand Management, Made in Italy and Luxury, Luxury Evolution and China
    • Campus
      La Rochelle

    Biographie

    Experte reconnue en développement durable, technologies émergentes et gestion des marques de luxe, titulaire d'un DBA de GEM et d'une bourse EDAMBA à l'Université Bocconi, elle est également responsable de la stratégie de l'école en matière de relations internationales, de stages et de développement des programmes académiques (programmes offshore à New York, Pékin et Florence). Elle a conçu et internationalisé des programmes de premier et deuxième cycles en gestion du luxe, coordonné des conférences académiques en Chine et en Italie, et dirigé des initiatives de formation internationales aux Émirats arabes unis et au Royaume-Uni pour EXCELIA. Actuellement conseillère pédagogique pour les programmes de luxe, elle poursuit l'internationalisation du corps professoral, des programmes et de la recherche en collaborant avec les principaux centres de recherche du domaine.

    Le Dr Rovai est professeure invitée à l'Université Stanford sur le thème « Marques de luxe Made in Italy et développement durable ». Elle siège ou enseigne au sein des conseils académiques d'institutions telles que l'Université IULM de Milan, l'Université Beihang, l'École polytechnique de Hong Kong, l'ISCTE de Lisbonne et l'Université Curtin.

    Affiliée au Centre de recherche en économie de l'IULM, elle est évaluatrice pour des revues de premier plan (Journal of Business Research, British Management Journal, etc.) et contribue à la rédaction de Routledge and Palgrave et de numéros spéciaux, tout en encadrant des doctorants. Elle a passé dix ans en Asie, collaborant avec des ministères et des universités, et dirigé des programmes doctoraux et des centres de recherche en France, en Italie et en Chine pour le GEM.

    GEM=Grenoble Ecole de Management 

  • 2006

    Doctorate of Business Administration, Sciences de Gestion,, Grenoble Ecole de Management, France

    2002

    EDAMBA DBA Visiting Scholar, Università Bocconi, Italie

    1998

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

  • 2023

    Professeur affilié au department de recherche en études économiques, IULM University, , Italie

    2022

    Erasmus Visiting Professor, ISCTE, LISBON, Portugal

    2021

    Visiting Professorship, IULM, MILAN, Italie

    2018

    Responsable Pédagogique Msc Marketing Luxury, Excelia, La Rochelle, France

    2017-2017

    Professeur visitant, Università degli Studi di Firenze, Florence, Italie

    2013-2018

    Directeur des Relations Internationales, Excelia, La Rochelle, France

    2013

    Enseignant-Chercheur - Professeur Associé, 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, , Chine

    2006-2007

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

    2004-2011

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

    2002-2002

    HRM Consultant, UN International Labor Office, , Chine

    2000-2000

    HRM Project Associate, Haarmann Hemmerath, , Chine

    1997-1999

    HR Project Associate, Hewlett Packard, , France

    1997-1997

    Junior marketing resp., Microsoft, , France

  • 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, Juin 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

    Ouvrages

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

    Chapitres d'ouvrage

    ROVAI, S., N.BELLINI, "Chinese Creative Entrepreneurs in Fashion and Luxury: An Exploratory Case Study of a Concept Store in Beijing" dans 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" dans 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" dans 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" dans Due anni di Cina., M. Weber Ed., Etas, 2008

  • Actes d'une conférence

    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" dans Global Marketing Conference at Hong Kong Proceedings, GAMMA, pp. 231-235, 2016
    ROVAI, S., "CHANGING PATTERNS OF LUXURY FASHION CONSUMER BEHAVIOUR THROUGH DIGITAL" dans 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?" dans 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 " dans 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

    Communications dans une conférence sans acte

    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" dans 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" dans EFMD Global Network Asia Annual Conference, 2015, Phuket, Thaïlande co-auteurs présentés
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