Giuseppe Pedeliento (PhD) is Associate Professor of Marketing and Management at the Department of Management of the University of Bergamo. Former visiting lecturer at the Aalto School of Business (Helsinki, Finland), at Johannes Kepler University (Linz, Austria) and visiting scholar at the University of Washington Bothell (Seattle, USA), his research focuses on B2B and B2C marketing and branding, and consumer behavior. His approach to research is highly theory-driven, historically informed, and grounded on a cultural approach to market dynamics. His articles appeared in highly ranked international journals such as Organization Studies, Consumption, Markets & Culture, Family Business Review, Journal of Business Research, Industrial Marketing Management, Journal of Product & Brand Management, Journal of Business Ethics, Journal of Business & Industrial Marketing, Journal of Service Theory and Practice, Management Decision, and in other academic outlets. Giuseppe serves in the Editorial Board of several journals like Journal of Product & Brand Management, Management Decision, Italian Journal of Marketing and is an Associate Editor for Pearson Management & Marketing Cases.