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PAGANI Margherita

Margherita PAGANI

Professor of Digital Marketing

Margherita Pagani is Professor of Digital Marketing at EMLYON Business School, Director of the AIM Research Center on Artificial Intelligence in Value Creation and Co-Director of the MsSc in Digital Marketing and Data Science. She is also Adjunct Professor at Bocconi University (Italy). She holds a HDR (Habilitation to Direct Researches) and a Ph.D in Management. Her current research examines digital marketing, consumer behavior and new technologies, robotics, AI. She also studies social media, privacy and competitive dynamics influencing value creation and capture in digital ecosystems.She published several books (published in US, Italy, Korea) two encyclopedias and articles in leading international journals and won several Awards.


  1. 2016 HDR (Habilitation to Direct Researches)
  2. 2015 Ph.D. in Management - University Jean Moulin Lyon 3
  3. 2013: Eligibility as Full Professor in Management
  4. 2010: Eligibility as Associate Professor according to the Italian Law 210/1998
  5. 2006 : MIT Program inData and Models in Engineering Science and Business Part I and II- MIT Massachusetts Institute of Technology, Cambridge,Massachusetts (certified)
  6. 2005 : MIT Program in Individual Choice Behavior: Theory and Application of Discrete Choice Analysis - MIT Massachusetts Institute of Technology, Cambridge, Massachusetts (certified).
  7. 1990-1995 : Degree (Master of Science) in Business Administration - (summa cum laude) Bocconi University, Milan (Italy) Major in Management of International Corporations.


  1. 2014: Finalist "Best Paper European Research Paper of the year 2014" for the article "Digital Business Strategy and value creation: framing the dynamic cycle of control points" MISQuarterly (2013), 37(2)
  2. 2013 : “Honorable Mention” by Business Horizons and Elsevier “Best articles” category published in 2012 for the article Rhom A., Gao, T. Sultan F., Pagani M. (2012) “Brand in the hand: a cross-market investigation of consumer acceptance of Mobile Marketing” Business Horizons, Vol. 55 (5), 485-493
  3. 2010 : Winner of the Italian Associate professorship public competition
  4. 2009 : Mobile Marketing Association Global Award Academic of the Year for her research activity and publications in the mobile marketing field.
  5. 2006 : Bocconi University (Italy) award for distinctive academic research (period 2004-2006)


  1. Since 2017: Full Professor emlyon business school
  2. Since 2018: Director Research Center on Artificial Intelligence in Value Creation
  3. Since 2017: Academic Co-Director MsSc. in Digital Marketing and Data Science
  4. 2013-2017 : Associate Professor emlyon business school
  5. Since 2013 : Adjunct Professor Bocconi University
  6. Since 2010 : Executive Faculty Member of Lorange Institute of Business (Zurich)
  7. 2006 – 2012  : Assistant Professor - Management Department, Bocconi University
  8. 2008 - 2011 : MIT Sloan Affiliate – MIT Massachusetts Institute of Technology.
  9. Since 2006 : Fellow CSSLab (Customer and Service Science Lab) Università Bocconi.
  10. Since 2013 : Fellow Research Center ASK – Bocconi University.
  11. 2008 : Visiting Scientist – MIT’s Sloan School of Management.
  12. 2003 : Visiting Scholar, Sloan School of Management - MIT Massachusetts Institute of Technology - Cambridge (Boston).
  13. 2000-2006 : Research Fellow (I-LAB Research Center on Digital Economy), Bocconi University. 
  14. 1998-2000 : Assistant Marketing Department – SDA Bocconi


  1. Digital Marketing
  2. Artificial Intelligence in value creation
  3. Social Media
  4. System Thinking
  5. Quantitative Market Research
  6. Digital Business Models
  7. Digital Platform Ecosystems

Courses taughtTop

Courses of Graduate Programmes and executive Program of EMLYON :

  1. Web Marketing
  2. E-Commerce and e-tailing
  3. Digital transformation in B2B
  4. Digital Marketing
  5. MBA - Digital Marketing
  6. Digital Ecosystems and new business models

Research InterestTop

  1. Digital marketing
  2. Mobile Marketing
  3. Consumer behavior and social media
  4. Experiential engagement and social media (social TV, Location based social networks, brand pages)
  5. The effects of privacy on consumer behavior in social networks
  6. Robotics and AI