emlyon business school : International and European business school / Faculty & Research / Faculté / Annuaire des professeurs / Diego RINALLO
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Diego RINALLO

Associate Professor

Doctorate in Business Administration & Management, Bocconi University, Milan

Marketing

Research topics

1. Trade shows and marketing events

How do collective marketing events can shape the evolution of markets and technologies?

2. Religion and Spirituality

How do established religions and emerging spiritualities adapt to the marketplace? How do consumers find meaning in life?

3. Fashion

How is the fashion industry transforming to meet consumers' demands for social justice and environmental sustainability?

4. Food culture

How do territorial brands and geographical indications contribute to promoting terroir products and re-territorialize supply chains?

5. Intangible Cultural Heritage

How can intellectual property and marketing strategies contribute to the safeguarding and transmission to the next generation of traditions, performing arts, social practices, rituals and traditional know-how and practices?

Publications

Associations

  • Association for Consumer Research
  • Consumer Culture Theory Consortium

Communications & Seminars

  • Rinallo, D., “Territorial brands: What are we talking about?”, Introductory speech and event moderation, 2nd International Workshop on Territorial Brands in the Alpine Region, EUSALP (European Union Strategy for the Alpine), 10-11 June 2021, online event.
  • Rinallo, D., “Digital cultures and the proliferation of identities on social media”, Keynote Speech, Summer School in Digital Methods for Critical Consumption Studies, Como, 31 May 2021.
  • Rinallo, D., “The taste of Landscape”, Taste Research Day II, Lifestyle Research Centre, EM Lyon, 27 May 2021.
  • Rinallo, D. “The tourist valorization of the French, Italian and Swiss cheese heritage: Insights from Tripadvisor reviews”, with P. Gioia, Université Savoie Mont Blanc, Institut de Recherche en Gestion et Economie, April 15 2021.
  • Rinallo, D. “Marques, justice sociale, et droits LGBTQ+”, Kedge Business School and Librarie Mollat Station Auson, online event, February 10 2021.
  • Rinallo, D. “Souveraineté alimentaire, re-territorialisation des filières productives et valorisation du savoir-faire et des produits alpins: du project AlpFoodway vers une candidature du patrimoine alimentaire alpin dans la Liste Représentative du Patrimoine Immatériel de l'Humanité”. Assises Euro-Alpines du Pastoralism, event organized in the context of the French Presidency of EUSALP, the EU Strategy for the Alps, Grenoble, 8 October 2020.
  • Rinallo, D. “Heritage storytelling, community empowerment and sustainable development”, Virtual Conference “UNESCO and Cultural Heritage”, University of Saint-Petersburg, 18 May 2020.
  • Rinallo, D. “Quels circuits courts pour les produits agricoles et sylvicoles de la région alpine?”, Roundtable, Event in occasion of the Launch of the French Presidency of EUSALP, European Strategy of the European Union for the Alps, Lyon, 4 February 2020.
  • Rinallo, D., “Marketing cultural heritage”, Workshop on Intellectual Property for Women Entrepreneurs from Indigenous People and Local Communities, World Intellectual Property Organization (WIPO), Geneva, 15 November 2019.
  • Rinallo, D., Pitardi, V., “Open conflicts as a product differentiation strategy in geographical indications: The heritage Bitto Rebels case”, 5th International Conference on Food History and Food Studies, Tours, France, 6th June 2019.
  • Rinallo, D., “Agri-Food products' commercialization and territorial brands: What are we talking about?”, Keynote speech, EU Strategy for the Alps (EUSALP) Conference on Territorial Brands in the Alpine Region, Bolzano, 13-14 May 2019.
  • Rinallo, D. (2019), “On the relevance of Interpretive Consumer Research: Introspective reflections on working with a transdisciplinary EU-funded project on the safeguarding and valorization of Alpine food culture”, Interpretive Consumer Research Workshop, Lyon (France), 9-10 May 2019.
  • Zanette, M.C., Mimoun, L., and Rinallo, D. (2019), “Online witches: Narratives of empowerment and disempowerment at the intersection of gender and sexuality”, Interpretive Consumer Research Workshop, Lyon (France), 9-10 May 2019.
  • Rinallo, D., “What is traditional food? Symbolic competition between industrial and heritage food producers in the Alpine space”, Forum Origin, Diversity and Territories, Turin, 19-21 September 2018.
  • Rinallo, D., “Brand magic in contemporary Western Esotericism”, Interpretive Consumer Research Workshop, Stockholm (Sweden), 27 April 2017.
  • Rinallo, D., “Trade shows in the globalizing knowledge economy”, UFI – The Global Association of the Exhibition Industry World Congress – Researchers' Meeting. Milan, 4 November.
  • Rinallo, D., Cova, V., “Religions and markets beyond the sacred/profane divide: Insight on a study of Christian pilgrimages”, Consumer Culture Theory Conference, Fayetteville, Arkansas (USA), 18-20 June 2015.
  • Cova, V., Rinallo, D., “Revisiting the separation between sacred and profane: Boundary work in pilgrimage experience”, Interpretive Consumer Research Conference, Edinburgh (UK), 16-18 April 2015.
  • Messina, S., Rinallo, D., “Consumer-brand relationships: Exploring differences between religious, spiritual and non-believing consumers”, Consumer Culture Theory Conference, Helsinki (Finland), 26-29 June 2014. Winner of the Best Working Paper Award.
  • Rinallo, D., “Consuming the Goddess: Romanticizing the past vs. Postmodern Engagements with Consumer Culture”, Gender, Marketing and Consumer Behavior Conference, Helsinki (Finland), 24-25 June 2014.