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Diego Rinallo is Associate Professor of Marketing and Consumer Culture at KEDGE Business School. Previously, he was an Assistant Professor at Bocconi University, where he obtained his PhD in Business Administration. His research investigates marketing and consumption from a cultural perspective, with a focus on gender issues, fashion, food, and spirituality/religion. He is one of the world’s top experts in the trade show industry and his research highlights the role of collective marketing events in the global knowledge economy. His work has been published in top-ranking scientific journals, including the Journal of Marketing and Journal of Business Ethics, and by leading international publishers including Oxford University Press. Examples of his research are available at https://kedgebs.academia.edu/DiegoRinallo

    Recent publications
    Publication Year of publication Type of publication
    PINCHERA, V., D. RINALLO, "The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence’s fashion shows (1951–1965)", Business History, 2020, vol. 62, no. 1, pp. 151-178 2020 Journal article
    RINALLO, D., "Heritage Storytelling, Community Empowerment, and Sustainable Development" Forthcoming Pravovedenie 2020 Journal article
    RINALLO, D., G.ANSELMI, "#raclette: Le raclette du Valais sur Instagram" in Le Raclette., Ed., Editions Musée de Bagnes, pp. 78-87, 2019 2019 Book chapter
    RINALLO, D., V. PITARDI, "Open conflict as differentiation strategy in Geographical Indications: The Bitto Rebels case", British Food Journal, 2019, vol. 121, no. 12, pp. 3102-3118 2019 Journal article
    RINALLO, D., Event Marketing, Bocconi University Press, Milan, Italy, 2018 2018 Book
    ANDREINI, D., D.RINALLO, G.PEDELIENTO, M.BERGAMASCHI, "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope", Journal of Business Ethics, 2017, vol. 141, no. 3, pp. 529-550 2017 Journal article
    RINALLO, D., "Fashion Trends" in Fashion Collections: Product Development and Merchandising., Nicola Misani & Paola Varacca Capello Ed., Bocconi University Press, pp. 75-90, 2017 2017 Book chapter
    RINALLO, D., F.GOLFETTO, "Innovation through Trade Show Concertation" in The Edward Elgar Companion to Innovation and Knowledge Creation., Bathelt, H., Cohendet, P., Henn, S. & Simon, L. Eds, Edward Elgar Publishing, pp. 523-536, 2017 2017 Book chapter
    RINALLO, D., H.BATHELT, F.GOLFETTO, "Economic geography and industrial marketing views on trade shows: Collective marketing and knowledge circulation", Industrial Marketing Management, February 2017, vol. 61, pp. 93-103 2017 Journal article
    RINALLO, D., P.MACLARAN, L.STEVENS, "A Mixed Blessing: Market-mediated Religious Authority in Neopaganism", Journal of MacroMarketing, 2016, vol. 36, no. 4, pp. 425-442 2016 Journal article
    OZCAGLAR-TOULOUSE, N., D. RINALLO, R. BELK, "Consumer Culture Theory: Vive la Révolution" in Consumer Culture Theory. Research in Consumer Behavior., Nil Ozcaglar-Toulouse, Diego Rinallo, Russell W. Belk Eds, Emerald Publishing Limited, vol. 18, chap. 1, pp. XI-XIV, 2016 2016 Book chapter
    RINALLO, D., "I Trend di Moda" in Le Collezioni nel Sistema Moda: La Gestione dei Processi dal Designer al Cliente., Misani, N. & Varacca Capello, P. Eds, EGEA, pp. 83-98, 2016 2016 Book chapter
    Teaching domains


    Research domains

    Agri-food business

    Brands & Branding

    BtoB Marketing

    Business Ethics

    Consumer Culture Theory

    Creative Industries


    Gender Studies



    Kedge Insights
    Insights Others authors Category Expertise
    Marques et engagement LGBTQ+, entre marketing et responsabilité sociale None Publication highlight
    Marketing & new consumption
    Quelques pistes pour célébrer Pâques, Pessah et le Ramadan pendant le confinement None Published in The Conversation
    Valoriser un patrimoine culturel immatériel None Xerfi video
    Marketing & new consumption
    Creative Industries & Culture
    The Emergence of Italy as a Fashion Country None Publication highlight
    Creative Industries & Culture
    Fashion Collections: Product Development and Merchandising None Publication highlight
    Creative Industries & Culture
    Exhibitors spend too much on trade shows : How to maximize the ROI None Expert’s view
    Marketing & new consumption
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