CV - Alex Mari - University of Zurich (UZH) - 2024
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Dr. Alex Mari is a Senior Research Associate and Lecturer at the University of Zurich, specializing in the impact of technology on marketing and consumer decision-making. He has earned a doctorate in business administration and has extensive teaching experience in digital marketing across various institutions. His research interests include transformative consumer technologies and their implications, and he has published multiple peer-reviewed articles and has received numerous awards for his contributions to marketing.
CV - Alex Mari - University of Zurich (UZH) - 2024
- 1. Andreasstrasse 15, 8050 Zurich, Switzerland I alex.mari@business.uzh.ch -1- Dr. Alex Mari Senior Research Associate and Lecturer University of Zurich Department of Business Administration Chair of Marketing for Social Impact University Research Priority Program in Social Networks Research Interest - Technology impact: transformative consumer technologies and their impact on managerial and consumer decision-making. - Marketing trends: emerging phenomena affecting marketing practice such as conversational AI, generative AI and automation. - Platform ecosystems: adoption drivers and strategic management decisions in technological multi-sided platform ecosystems. - Research methods: experimental and qualitative methods in consumer-, machine-, and management-oriented research projects. Education 2018 – 2024 UNIVERSITY OF ZURICH, SWITZERLAND Doctorate in Business Administration, Marketing track (Dr. oec. or PhD) Dissertation committee: Prof. Dr. René Algesheimer and Prof. Dr. Andrea Giuffredi-Kähr 2020 - 2021 SÄID BUSINESS SCHOOL, UNIVERSITY OF OXFORD, UK Visiting PhD Program in Strategic Management Sponsor: Consortium for Competitiveness and Cooperation (CCC); One year; remote (during Covid) 2007 - 2010 UNIVERSITY OF LUGANO, SWITZERLAND Master of Science in Marketing 2008 CENTRAL UNIVERSITY OF FINANCE & ECONOMICS, CHINA Exchange Master Student in International Marketing * 2004 - 2007 LIBERA UNIVERSITA’ MARIA SS. ASSUNTA (LUMSA), ITALY Bachelor of Arts in Corporate Communication, Marketing and Advertising 2006 ÅBO AKADEMI UNIVERSITY, FINLAND Erasmus Bachelor Student in Intercultural Marketing * PhD Summer School and Executive Programs 2023 MIT SLOAN SCHOOL OF MANAGEMENT, USA Summer School Medici in Management Studies - Platform Economy (invitation only) 2020 UNIVERSITY OF ST. GALLEN, SWITZERLAND Summer School in Mediation, Moderation, and Conditional Analysis (I & II) 2019 UNIVERSITY OF CALABRIA, ITALY Summer School in Experimental Design and Analysis 2018 SDA BOCCONI SCHOOL OF MANAGEMENT, ITALY Big Data and Artificial Intelligence Marketing for executives (auditor) 2017 CANNES LIONS SCHOOL, FRANCE CMO Accelerator Program for executives 2014 CEU BUSINESS SCHOOL, HUNGARY Global Entrepreneurship Fellows Program for executives * 2011 SDA BOCCONI SCHOOL OF MANAGEMENT, ITALY Diploma Digital Marketing for executives * * ~one semester Award 2022 Stanley C. Hollander for Best Retailing Paper by the Academy of Marketing Science 2016 Top 50 Marketing Technology Influencers, Onalytica 2012 P&G Leadership Award “Power of You” from Vice President
- 2. Andreasstrasse 15, 8050 Zurich, Switzerland I alex.mari@business.uzh.ch -2- Teaching Experience 2022 - UNIVERSITY OF ZURICH, SWITZERLAND Teaching Associate in Digital Marketing 3x Lecturer in Personal Branding and Digital Marketing – Bachelor; Last rating: 5.5/6.0 (6 ECTS) 3x Lecturer in Digital Marketing: Collaborative Project – Master; Last rating: 5.7/6.0 (6 ECTS) 2x Lecturer in Social Media Management – CAS in Medical Leadership; Last rating: 4.3/5.0 (1 ECTS) 2023 - SBS SWISS BUSINESS SCHOOL, SWITZERLAND Adjunct Faculty in Digital Marketing 3x Marketing Strategy and Analytics – MBA/EMBA; Last rating: 4.7/5.0 (5 ECTS) 3x Digital Marketing and Social Media Management – MBA/EMBA (5 ECTS) 2012 - SDA BOCCONI, SCHOOL OF MANAGEMENT, ITALY 19x Invited Module Lecturer in Digital and AI for Marketing – Executive (~2h) 2019 - 2022 UNIVERSITY OF ZURICH, SWITZERLAND 9x Teaching Assistant, Mentor and Module Lecturer in Digital Marketing – Bachelor, Master 2018 - 2022 BOCCONI ASIA CENTRE, INDIA 5x Invited Module Lecturer in Digital and AI Marketing – MBA (~2h) 2019 - 2022 MARCHE POLYTECHNIC UNIVERSITY, ITALY 6x Visiting Seminar Lecturer in Marketing Innovation – Master and PhD (~2h) 2014 / 2019 BOCCONI UNIVERSITY, ITALY 2x Co-Lecturer in Social Media Marketing Laboratory – Master (~15h) 2014 - 2018 INTERNATIONAL INSTITUTE IN GENEVA, SWITZERLAND 5x Adjunct Faculty in Digital Marketing – MBA (5 ECTS) 2010 - 2013 MASTER PUBLITALIA MEDIASET, ITALY 5x Adjunct Faculty in Digital Marketing – Professional Master (5 ECTS) 2008 - 2010 UNIVERSITY OF LUGANO and SDA BOCCONI, SWITZERLAND & ITALY Teaching and Research Assistant to Prof. Andreina Mandelli (marketing area) – all levels (20 months) Guest Speaker MOOC 2022 SDA BOCCONI, SCHOOL OF MANAGEMENT, ITALY Big Data and AI in Marketing Programme (via Emeritus) 2022 SDA BOCCONI, SCHOOL OF MANAGEMENT, ITALY Digital Customer Experience (Online Programme SDA) 2021 SÄID BUSINESS SCHOOL, UNIVERSITY OF OXFORD, UK Oxford Platforms and Digital Disruption Programme (via Esme Learning) 2021 SDA BOCCONI, SCHOOL OF MANAGEMENT, ITALY Digital Analytics (Online Programme SDA) Publication Peer-Reviewed Article (3) (3) Mari A., Mandelli A. & Algesheimer R. (under review) AI-Assisted Shopping: Nudging Consumers on Voice Assistants through Default Option Recommendations. (2) Mari A., Mandelli A. & Algesheimer R. (under review) Fear of Missing Out (FOMO) on Emerging Technology: Biased and Unbiased Adoption Decision Making. (1) Mari A., Mandelli A. & Algesheimer R. (2024) Empathic voice assistants: Enhancing consumer responses in voice commerce. Journal of Business Research, 175, 114566. Book Chapter (5) (5) Mari A., Mandelli A. & Algesheimer R. (2023) Digital Corporate Communication and Voice Communication. In Luoma-aho and Badham (eds.) Handbook of Digital Corporate Communication, Edward Elgar, 343-356. (4) Mari A. & Algesheimer R. (2021) AI-based Voice Assistants for Digital Marketing: Preparing for Voice Marketing and Commerce. In Contemporary issues in Digital Marketing, Routledge, UK. (3) Mari A. (2016) The impact of social media on consumer-brand relationships. In Karmarkar and Mangal (eds.) The UCLA Anderson Business and Information Technologies (Bit) Project: A Global Study of Business Practice. World Scientific Publishing Company.
- 3. Andreasstrasse 15, 8050 Zurich, Switzerland I alex.mari@business.uzh.ch -3- (2) Mandelli A. & Mari A. (2012) The impact of digital technology on service networks: studying a case in the advertising sector. In Karmarkar and Mangal (eds.) The UCLA Anderson Business and Information Technologies (Bit) Project: A Global Study of Business Practice. World Scientific Publishing Company. (1) Mandelli A., Accoto C. & Mari A. (2010) Pratiche di social media measurement: esplorazione e modelli. In A. Mandelli and C. Accoto (eds.), Marca e Metriche nei Social Media, Lugano, CH: Università della Svizzera italiana, 135 -167. Conference Proceeding (8) (8) Mari A., Mandelli A. & Algesheimer R. (2022) Shopping with Voice Assistants: How Empathy Affects Decision-Making Outcomes: An Abstract. In Academy of Marketing Science Annual Conference (pp. 39-40). Cham: Springer Nature Switzerland. (7) Mari A. (2022) Artificial Intelligence-based Voice Assistants as Social Media Platform: Anticipated Effect on Brands During Shopping. Journal of Creative Industries and Cultural Studies: JOCIS, (6), 56-71. (6) Mari A. & Algesheimer, R. (2021) The Role of Trusting Beliefs in Voice Assistants during Voice Shopping. In Proceedings of the 54th Hawaii International Conference on System Sciences, pp. 4073 - 4082. (5) Mari A., Mandelli A. & Algesheimer R. (2020) The Evolution of Marketing in the Context of Voice Commerce: A Managerial Perspective. In: Nah FH., Siau K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science, vol 12204. Springer, Cham. (4) Mari A. (2019) Voice Commerce: Understanding shopping-related voice assistants and their effect on brands. In IMMAA Annual Conference. Northwestern University in Qatar, Doha (Qatar). (3) Mari A. (2019) The Rise of Machine Learning in Marketing: Goal, Process, and Benefit of AI-Driven Marketing. Research Report, University of Zurich. DOI: 10.13140 /RG.2.2.16328.16649 (2) Mandelli A. & Mari A. (2011) The relationship between social media conversations and reputation during a crisis: The Toyota case. International Journal of Management Cases, 456 - 489, 14 (1). (1) Mandelli A., Accoto C. & Mari A. (2010) Social Media Metrics: Practices of Measuring Brand equity and Reputation in Online Social Collectives. 6th International conference ‘Thought leaders in Brand Management’, Università della Svizzera Italiana, Lugano, Switzerland. Research Projects and Community Service (4) (4) Research Leader: AI Empathy Research Initiative – supported by the UZH Foundation: https://cutt.ly/AIE (3) Program Coordinator: Marketing Group Zurich, a joint research initiative of the marketing chairs at UZH and ETH Zurich. (2) Thesis supervision: Master (11x) and Bachelor (14x) at UZH; MBA (2x) at SBS (best thesis award). (1) Ad-hoc Peer Reviewer: Management Decision, Information Systems Journal, European Journal of Marketing, International Journal of Human-Computer Interaction, ACM CHI, Tourism and Hospitality Research, Behaviour & Information Technology, and Journal of Industrial and Business Marketing. Academic Conference – Since 2022 (4) (4) World Internet Project (WIP) Annual Conference 2023, University of Zurich, Switzerland “Present and Future of AI-based Voice Assistants” with Andreina Mandelli and René Algesheimer (3) Strategic Management Society (SMS) Special Conference 2022, SDA Bocconi, Italy "FoMO in Platform Ecosystems" with Andreina Mandelli and René Algesheimer (2) Academy of Marketing Science (AMS) Annual Conference 2022, Monterey Bay, USA "Shopping With Voice Assistants" with Andreina Mandelli and René Algesheimer (1) Artificial Intelligence in Management (AIM) Conference 2022, Marshall School of Business, USC, USA "AI-Driven Platform Ecosystems" with Andreina Mandelli and René Algesheimer Invited Research Talk (16) (16) 2024 Sasin School of Management, Thailand - Prof. Thomas Connelly (15) 2024 Thammasa Business School, Thailand - Prof. Alisara Charinsarn (14) 2024 Sunway Business School, Malaysia - Prof. Lim Wenig Marc (13) 2024 USCI Graduate Business School, Malaysia - Prof. Eugene Aw (12) 2023 Catholic University of Milan, Italy - Prof. La Rocca (11) 2022 Northwestern University in Qatar, Qatar - Prof. Allagui (10) 2021 Jyväskylä School of Business and Economics, Finland - Prof. Niininen (9) 2021 Grenoble School of Management, France - Prof. Liouka (8) 2021 Catholic University of Milan, Italy - Prof. La Rocca (7) 2020 University of London X Riinvest, Kosovo - Prof. Shala (6) 2020 Bocconi University, Italy - Prof. Mandelli
- 4. Andreasstrasse 15, 8050 Zurich, Switzerland I alex.mari@business.uzh.ch -4- (5) 2019 University of Lugano, Switzerland - Prof. Mandelli (4) 2019 Jyväskylä School of Business and Economics, Finland - Prof. Niininen (3) 2019 Grenoble School of Management, France - Prof. Liouka (2) 2019 University of St. Gallen, Switzerland - Prof. Bresciani (1) 2018 ESA Business School, Lebanon - Prof. Som Work Experience 09/18 – UNIVERSITY OF ZURICH, SWITZERLAND Senior Research Associate Research Associate in AI and digital marketing at the Chair of Marketing for Social Impact and URPP Social Networks. Award-winning marketing research focusing on AI platform adoption, AI empathy, AI voice assistants and generative AI. Instructor and Guest Lecturer in digital marketing and personal branding at the bachelor, master and executive levels. 01/17 – 06/18 FENNEX AG (Joint Venture), SWITZERLAND CEO and Co-Founder Mobile health company bringing augmented hearing to the masses. Business and technical leader of a team of 8 senior engineers and marketers; $1M in seeding funds (joint venture); Steering committee leader; First app specifically designed for Apple AirPods; Best-rated and fastest-growing hearing aid app in 2017. Selected by the accelerator program “Fusion” in Geneva. Read more: https://cutt.ly/FENNEX 08/15 – 12/16 SONOVA GROUP, SWITZERLAND Global Director of Digital Marketing & E-Commerce Conceived, developed and coordinated a Centre of Excellence for Digital Marketing & eCommerce. Managed a team of 15+ senior digital managers responsible for defining and implementing digital marketing, digital content and eCommerce strategy across brands/markets ($4M budget); Coordinated regional activities with 30 managers in 20 countries; Member of the executive management board. 11/13 – 07/15 BRANDMATE Ltd., VIETNAM CEO and Founder Influencer marketing platform where brand ambassadors co-created marketing content with brand managers. Creative and technical leader of a team of 6 members based in HCHC, Vietnam. Partnered with IBM and Microsoft start-up programs. Selected by the Global Entrepreneurship Fellows Program at CEU Business School in Budapest. 10/11 – 10/13 PROCTER & GAMBLE, SWITZERLAND Brand Manager Delivery Brand Manager WE for Braun, Small Home Appliances (1st assignment) and Delivery Brand Manager CEEMEA for Mr.Clean, Household products (2nd assignment). Business leader responsible for developing and driving superior brand strategy (portfolio, pricing and promotional strategy, communication plan), market and business analysis, packaging development, visual identity and communication toolbox execution. 12/10 – 09/11 TIM MUSIC, SWITZERLAND Head of Digital Marketing 02/09 – 07/09 AKQA, ITALY Digital Marketing Trainee 2004 – 2009 - Growth Strategy Coach, CP Start-up Lugano (Education); ad-hoc collaboration. - Italy Leader Quality Control P&G, Leader Field (Market Research); 4 years (summer job). - Manager Market Insights, Field Service Italia (Market Research); 3 years (20%). - Web Marketing Specialist, Lilium Resorts (Hospitality); 2 years (30%). Industry Keynote Presentation (9) (9) 2023 Past, Present and Future of AI Voice Assistants, AI in Marketing, Marketing Week (GR). (8) 2019 The AI-Driven Marketing Strategy, Marketing Analytics Summit (IT). (7) 2019 The Infusion of Machine Learning in Marketing, Medtech Commercial Leaders Forum (BE). (6) 2019 Machine Learning in Marketing, How Innovation Drives Growth; MediaCom (CH). (5) 2019 The Rise of AI Marketing, Online Marketing Trend Conference (CH). (4) 2018 The Agile Digital (Marketing) Department, MarTech by Marketing Week (GR). (3) 2017 New Frontiers of Digital Marketing, Young Generation - Phonak at Eataly (IT). (2) 2017 Digital Transformation in the Medical Device Industry, Medtech Commercial Leaders Forum (CH). (1) 2016 How Digital Is Transforming Marketing, MarTech Europe Conference (UK).
- 5. Andreasstrasse 15, 8050 Zurich, Switzerland I alex.mari@business.uzh.ch -5- Consulting and Coaching Project (8) (8) 2024 BRCCH (foundation) - Research centre for child health - Scientists training on personal branding (7) 2023 Interex (company) - Grocery retailing - Executive training on AI in retailing trends (6) 2019 Crownhealth (startup) - Healthy sports nutrition - Digital marketing strategy (5) 2019 Hearing Home (startup) - Hearing aids retailing - Business strategy (4) 2018 Snowcookie (startup) - Wearable ski technology - Marketing strategy (3) 2018 Chalhoub Group - Luxury retailing - Executive training on digital strategy (2) 2018 Safilo Group - Eyewear segment - Executive coaching on social media (1) 2017 Sonova Group (Italy) - Medical devices - Digital audit and recruiting Other skill Technical Proficiency: Proficient user of SPSS (incl. PROCESS Macro); Proficient user of NVivo; Intermediate knowledge of Mplus (SEM). Languages: Full professional proficiency in English, Italian native speaker. Reference Prof. Dr. René Algesheimer Full professor, Marketing for Social Impact Director URPP Social Networks University of Zurich Andreasstrasse 15, Zurich Rene.algesheimer@business.uzh.ch Prof. Dr. Andreina Mandelli Adjunct Professor, Digital Marketing Bocconi University, SDA Bocconi, Bocconi Asia Center, University of Lugano Via Serfatti 10, Milan Andreina.mandelli@sdabocconi.it