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Oxford Brookes Business School
+44 (0) 1865 485638
The focus of Nicoletta's present research is on the Service Dominant Logic for Marketing and its implications from a case study perspective. She is also interested in International Marketing and Retailing, combining this research interest with her teaching.
During her period at the University of Oxford, Nicoletta developed her research interests, gaining insights from lectures and seminars on different management topics and learning more about qualitative research methods. While a teaching assistant for the Marketing MBA course at Saïd Business School, University of Oxford, she also became passionate about the case study method as a teaching tool.
The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account.
Nicoletta joined Oxford Brookes University in September 2007, after completing her doctoral studies. She teaches Marketing, Retailing and Research Methods modules both at undergraduate and postgraduate level. She is a specialist in qualitative and case study research methods, enjoying the combination of teaching and research, and the opportunities it gives to interact with a wide range of people. She is currently supervising four PhD students and has supervised to successful completion over fifty MSc and UG dissertations.
Nicoletta obtained her PhD from the University of Genoa (Italy), while being supervised at the Marketing Department of the University of Parma, where she spent the first year and half of her doctoral programme as assistant course leader on a Masters programme in Marketing Management. Her responsibilities included the course management, student experience and pastoral care and partnership development with business organisations.
She then won a scholarship to spend one year abroad and was accepted as visiting PhD student at Templeton College, University of Oxford, within the Oxford Institute of Retail Management (OXIRM), of which she is still an associate member.
She remained in Oxford, at Templeton College, for three more years, during which she completed her PhD and carried out a joint research project between OXIRM and the University of Parma, looking at changing consumers eating habits in the UK, Italy and Europe and the implications for retailers and manufacturers. The topic of her doctoral dissertation focused on foodservice marketing, exploring market orientation with regards to new approaches by retailers and manufacturers in response to changing eating habits. In particular, it discussed the case of a world leading Italian food manufacturer.
Soon after joining Oxford Brookes University, Nicoletta won a Santander Scholarship, which gave her the opportunity to attend the International Faculty Programme at IESE Business School, University of Navarra (Barcelona, Spain) in June 2009. This four week programme focuses on writing and teaching business case studies, academic leadership and faculty management. In July 2010, Nicoletta received a best paper award in the case study track at the Academy of Marketing Conference.
Before starting her doctoral studies, Nicoletta graduated cum laude from a four year degree in business administration at the University of Parma. As part of her degree, she spent a year on an Erasmus exchange at Universidad de Barcelona (Spain). She then focused her undergraduate dissertation on Spanish international marketing strategies in tourism, which one day she is hoping to develop in some further research.
Because of her international experience, Nicoletta is an ‘evangelist' for the benefits of overseas exchanges as part of university studies and she enjoyed being responsible for out-going exchange students for Oxford Brookes Business School in the past two years. In liaison with the University International Office, she contributed to increase the number of Business School students studying abroad, which ties in with the university's strategic objectives of promoting more international links. She has also had the opportunity to visit and teach at some partner universities and establish some new links.
Nicoletta is Italian and speaks English and Spanish fluently, having also a basic grasp of Catalan and French. She enjoys playing tennis, cooking and travelling.