MARGHERITA PAGANI

Nata il 10 luglio 1971. Laureata in Economia Aziendale, indirizzo Gestione delle Imprese Internazionali, presso l'Università Bocconi (1995). Professional Study Program in Individual Choice Behavior: Theory and Application of Discrete Choice Analysis - MIT Massachusetts Institute of Technology (2005); Professional Study Program in Data and Models in Engineering Science and Business - MIT Massachusetts Institute of Technology (2006)

Assistant Professor presso l'Istituto di Marketing (Dipartimento di Management). Affiliate presso MIT Massachusetts Institute of Technology. Membro dell'Executive Faculty di Lorange Institute of Business (Zurich). E' stata Visiting Scientist presso MIT Sloan School of Management (2008 - semestre sabbatico), Visiting Scholar presso Massachusetts Institute of technology (2003 - 2007) e Visiting Professor presso University of Redlands (California) (2004). 

E' Associate Editor per Journal of Information Science and Technology (JIST); membro dell'Editorial Board di  Industrial Marketing Management, European Journal of Operational Research, Journal of Interactive Marketing, International Journal of Human-Computer Studies e International Journal of Cases on Electronic Commerce (IJCEC).

Per l'attività di ricerca e pubblicazioni nell'area del mobile marketing ha ottenuto nel 2009 dalla Mobile Marketing Association il Global Award Academic of the Year. Ha inoltre ottenuto l' "Indennità di Eccellenza nella ricerca" dell'Università Bocconi per l'attività di ricerca sviluppata nel periodo 2004-2006.

Consumer behavior e Modelli di Adozione delle tecnologie digitali (Tv digitale, wireless web), e-Marketing, Economia dei media digitali, System Dynamics, mobile wireless, interactive digital advertising.

• "Use and Participation in Virtual Social Networks: a Theoretical Model", (con C. Hofacker) International Journal of Virtual Communities and Social Networking, Vol. 2, No 1, pp. 1-17;
• "Reshaping the 3G wireless value chain: market attractiveness and changes in competitive advantages" Revue Française du Marketing (2009) N. 222 - 2/5, pp. 5-20;
• "Roadmapping 3G mobile TV: strategic thinking and scenario planning through repeated cross impact handling", Technological Forecasting and Social Change 76 (2009) p.382-395;
• "Encyclopedia of Multimedia Technology and Networking 2nd Edition" (Ed.) IGI Global, Hershey PA (2009);
• "Value Network Dynamics in 3G-4G Wireless Communications: a System Thinking approach to the Strategic Value Assessment Model" (con C. H. Fine) in Journal of Business Research 61 (2008)p.1102-1112;
• "A Value-Choice model to forecast market consequences of 3G mobile service design decisions" International Journal of Mobile Marketing, Vol. 3(1), 2008, pp.23-31;
• "A vicarious innovativeness scale in the domain of 3G mobile services: integrating the domain specific innovativeness scale with psychological and rational indicators", in Technology Analysis and Strategic Management, Vol 19-6, 2007; 
• "Challenges of usability evaluations in the emerging multimedia environment" in Journal of Information Science and Technology, Vol. 3(3), 2007;
• "A market model measuring user adoption of third generation multimedia services" in Revista Romana de Marketing, Vol. 1, 2007, pp. 103-123; 
• "Determinants of adoption of High Speed Data Services in the business market: evidence for a combined technology acceptance model with Task technology Fit Model", in Information & Management, Volume 43 Issue 7, 2006; 
• "Wireless technologies in a 3G-4G Mobile environment: exploring new business paradigms" EGEA 2006;
• "Encyclopedia of Multimedia Technology and Networking" (Ed.) IRM Press, Hershey PA, 2005;
• "Mobile and Wireless Systems beyond 3G: Managing New Business Opportunities",(Ed.) IRM Press, Hershey PA, 2005;
• "Determinants of Adoption of Third generation Mobile Multimedia services", in Journal of Interactive Marketing, vol. 18, Issue 2, 2004; 
• Full Internet Mobility in a 3G-4G Mobile Environment: Managing New Business Paradigms, Milano, EGEA, 2004;
• "Le nuove dinamiche competitive nel settore della telefonia mobile di terza generazione: le strategie dei player in Italia" (con E.Valdani) in Mercati e Competitività Rivista della Società Italiana Marketing, 0/2004 pp.67-88;
• "The Critical Role of Digital Rights Management Processes in the Context of the Digital Media Management Value Chain" in Quigley M. (eds.), Information Security and Ethics: Social and Organizational Issues, Hershey, PA (USA), IPG Idea Publishing Group, 2004, pp. 292-308;
• "Motivations and Barriers to the Adoption of 3G Mobile Multimedia Services: An End UserPerspective in the Italian Market" in Dean (ed.), E-Commerce and M-Commerce Technologies, PA, USA, IPG Idea Publishing Group Inc., pp. 80-95; 
• Multimedia and Interactive Digital Tv: Managing the Opportunities Created by Digital Convergence, PA, USA, IPG Idea Publishing Group Inc., 2003;
• "Measuring the Potential for it Convergence at Macro Level: A Definition Based on Platform Penetration and CRM Potential", in C.K. Davis (ed.) Technologies and Methodologies for Evaluating Information Technology in Business, PA, USA, IPG Idea Publishing Group Inc., 2003, pp.123-142;
• "I trend evolutivi aperti dallo sviluppo delle tecnologie digitali" in B. Fleischner, F. Somalvico (a cura di), La Tv diventa digitale-Scenari per una difficile transizione, Milano, Edizione Franco Angeli, 2002, pp. 94-105; 
• La Tv nell'era digitale: le nuove frontiere tecnologiche e di marketing della comunicazione televisiva, Milano, EGEA, 2000;
• "Interactive Television - A Model of Analysis of Business Economic Dynamics", in Journal of Media Management JMM, vol. 2, n. 1, 2000; 
• "La dimensione economica del nuovo cinema italiano", in France et Italie au miroir du nouveau cinéma italien (1975-1999), Franco Italica n. 14, CNR, Torino, Edizioni Dell'Orso, 2000;
• "La rivoluzione digitale", in Agorà 2000 Scienza, Cultura, Economia, Ricerca e Sviluppo nella Società dell'Informazione, anno 3, n. 1, 1999;
• "L'uso di Internet e il commercio elettronico in Italia", in Agorà 2000 Scienza, Cultura, Economia, Ricerca e Sviluppo nella Società dell'Informazione, anno 2, n. 3/4, 1998;
• "Struttura economica del Patchwork italiano: decentramento e multimedialità", in G. Martini, G. Morelli (a cura di) Patchwork due. Geografia del nuovo cinema italiano, Torino, Editrice Il Castoro, 1997, pp. 241-270;
• "L'emittente locale come impresa economica", in Economia & Management, n. 5/95, 1996, ETAS.

Tutti gli articoli in journal accademici