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 mainly on B2B and B2C marketing and branding, and consumer behavior. His approach to teaching is highly interactive, research-led, non-normative and practical. His approach to research, is highly theory-driven, historically informed, and grounded on a cultural approach to market dynamics. His articles have appeared in highly ranked journals such as Organization Studies, Journal of Advertising, Family Business Review, Journal of Business Research, Industrial Marketing Management, Journal of Business Ethics, Journal of Business & Industrial Marketing, Consumption, Markets & Culture, Journal of Service Theory and Practice, Management Decision, Journal of Product & Brand Management, and in other academic outlets. Giuseppe serves in the Editorial Board of the Journal of Product & Brand Management, of Management Decision, and of the Italian Journal of Marketing. He is also an Associate Editor for Pearson Management & Marketing Cases, and serves as a reviewer for several highly-ranked international journals. In 2021 he has been appointed member of the board of directors of the Italian Marketing Association (Società Italiana Marketing, SIM) and granted with the national qualification as full professor.