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The winning paper on brand authenticity through the lens of Millennials |
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Another great achievement as University of Tor Vergata's researchers Simonetta Pattuglia and Michela Mingione were awarded the "Best Paper Award 2016" during the 28th edition of the Annual Conference organized by Italian Journal of Management Sinergie for their paper "Towards a new understanding of brand authenticity: Seeing through the lens of Millennials". The annual Sinergie conference this year took place at Università degli Studi di Udine from Thursday, June 9th to Friday, June 10th, and was entitled "Management in a digital world": Theoretical contributions, empirical analyses, experiences and reflections developed from the perspective of management studies and aimed at evaluating the ability of the digital context to generate value constitute the main focus of the conference. The winning paper by Prof. Simonetta Pattuglia, Director of the Master in Economics and Management of Communication and Media (and teacher of Sales Management at our MSc in Business Administration), and Michela Mingione (PhD in Management at Uni Tor Vergata), was widely voted by a jury composed of major Italian Management academics and dealt with the authenticity of the brands and how it they are perceived by the new consumers, new employees, new trend setters from generation of Millennials - also known as Generazion Y or Digital Natives - ie those born between 1980 and 2000. The journal Sinergie is at the service of the creation and dissemination of managerial culture through the Journal and the annual Conference. It is a peer-reviewed scholarly publication focusing on the principal trends in management, corporate governance and sustainable development. |