su appuntamento. Si prega inivare mail a monica.faraoni@unifi.it
Monica Faraoni è Professore Associato per il settore scientifico-disciplinare SECS-P/08 – Economia e Gestione delle Imprese presso il Dipartimento di Scienze Aziendali dell’Università degli Studi di Firenze. È docente di Economia e Gestione delle Imprese nel corso di laurea triennale in Economia Aziendale e di Fundamental of sustainable entrepreneuship and business ethics in the Bachelor's Degree in Sustainable Business and Societal Challenges; Insegna inoltre Tourism and Wine Marketing nel corso di laurea in Design of Sustainable Tourism, Marketing delle imprese vitivinicole nel Master interfacoltà in Management e Marketing delle Imprese Vitivinicole e Laboratorio di strumenti di business online nella laurea magistrale in Governo e Direzione d’Impresa. E’ altresì adjunt faculty presso la Kent State University e titolare del corso di International Marketing
È membro del Comitato della Didattica del Corso di Laurea in Economia Aziendale e Responsabile delle Relazioni Internazionali e del programma Erasmus per la Scuola di Economia e Management.
Si è laureata con lode in Economia e Commercio presso l’Università di Firenze, ha conseguito un Master in Management dell’Innovazione alla Scuola Superiore S. Anna di Pisa e un Dottorato di Ricerca in Direzione Aziendale all’Università di Bologna. È stata Visiting Scholar presso la Wharton Business School – University of Pennsylvania (USA).
Le sue principali aree di ricerca riguardano il comportamento del consumatore, la sostenibilità e la trasformazione digitale, con particolare attenzione ai settori fashion, luxury e wine & food. Le sue ricerche analizzano l’autenticità nel consumo etico, il ruolo delle tecnologie digitali nel branding e la co-evoluzione tra innovazione e sostenibilità. Utilizza metodologie quali etnografia digitale, text mining e ricerche di mercato online per esplorare i processi di decisione del consumatore.
Ha pubblicato su riviste scientifiche internazionali come Technological Forecasting and Social Change, Business Strategy and the Environment, Journal of Knowledge Management, British Food Journal e Micro & Macro Marketing, e partecipa regolarmente a conferenze internazionali (EURAM, GAMMA, Sinergie-SIMA, Global Fashion Management Conference).
È inoltre coinvolta in diversi progetti europei di ricerca, tra cui il programma EUniWell – Well-Being for our Futures (2024–2026) e il progetto WELLMOBE (2025), entrambi finanziati dalla Commissione Europea, oltre a progetti regionali e competitivi sulla trasformazione digitale e la sostenibilità.
Posizione attuale:
Professore associato per il settore scientifico-disciplinareSECS-P/08-Economia e Gestione delle Imprese, afferente al Dipartimento di Scienze Aziendali dell’Università degli Studi di Firenze.
Docente affidatario dei seguenti corsi di insegnamento:
- “Laboratorio di strumenti di business on line” presso il corso di laurea magistrale di Governo e Direzione d’Impresa, Facoltà di Economia.
- Economia e Gestione delle Imprese" presso il corso di laurea triennale in Economia Aziendale
- Tourism and Wine marketing" presso il corso di laurea in Design of Sustainable Tourism
- “Marketing delle imprese vitivinicole” presso il Master interfacoltà in Management e Marketing delle Imprese Vitivinicole, Facoltà di Agraria e di Economia.
Membro del Comitato della Didattica del Corso di Laurea in Economia Aziendale
Delegato Erasmus per la scuola di Economia e Management
Titoli di studio:
1991 Laurea in Economia e Commercio, conseguita con votazione di 110 e Lode presso l’Università degli Studi di Firenze. Tesi in Tecnica di Elaborazione Elettronica dal titolo "I Sistemi Esperti nelMarketing" relatore Prof.ssa M.G. Ceppatelli, correlatore Prof. G. Marzili.
1992 Master in "Management dell’Innovazione” (durata annuale) presso la Scuola Superiore diPerfezionamento S. Anna di Pisa. Tesi su “Le relazioni di partnership tra clienti e fornitori nell’ambito della Gilmar Spa".
1993-96 Dottorato di Ricerca in Direzione Aziendale presso l’Università degli Studi di Bologna. Tesi sul “Cambiamento tecnologico e networks: la cooperazione tecnologica nella telefonia mobile (relatore Prof. G. Lorenzoni, correlatore Prof. A. Lomi).
Altri Titoli :
1994 Conseguimento borsa annuale di studio per la frequenza di corsi di perfezionamento all’estero indetta dall’Università degli studi di Firenze per l’area 13/04: ragioneria escienze aziendali.
1993-1994 Visiting Scholar presso il Dipartimento di Management della Wharton Business School - University of Pennsylvania, Philadelphia PA (USA) per la durata di tre semestri accademici.
1996-97 Conseguimento borsa biennale di studio post-dottorato rilasciata dall’Università degli Studi di Firenze per lo svolgimento di attività di ricerca scientifica.
PRINCIPALI AREE DI RICERCA
Le mie ricerche esplorano il comportamento del consumatore in relazione alla sostenibilità, con particolare attenzione ai settori della moda e del “wine and food”. Ho analizzato il ruolo dell’autenticità nel consumo etico, le strategie del lusso per integrare la sostenibilità e la co-evoluzione tra trasformazione digitale e innovazione sostenibile. Attraverso approcci quali l’etnografia digitale, il text mining e le ricerche di mercato online, ho indagato nuove metodologie per comprendere e guidare le scelte dei consumatori in contesti complessi e digitalizzati. I risultati sono stati pubblicati su riviste scientifiche di rilievo internazionale ad alto impatto nel campo del marketing, del management e della sostenibilità, come Technological Forecasting and Social Change, Business Strategy and the Environment e British Food Journal, confermando la rilevanza teorica e applicativa dei contributi prodotti.
RECENTI PROGETTI EUROPEI
2024-2026 Coordinatore locale del WP8 del progetto “EUniWell – Well-Being for our Futures” (acronimo EUNIWELLWeFF - Grant Agreement n° 101124647), finanziato dalla Commissione Europea nell’ambito del Programma Erasmus+ EUROPEAN UNIVERSITIES
2025 – Coordinatore locale di progetto di ricerca competitivo europeo WELLMOBE risultante vincitore della 8th EUniWell Seed Funding call.
2024 – Membro del gruppo di ricerca del progetto SMART AND SAFE AIR ammesso a contributo sul Bando 2- PR FESR Toscana 2021-2027 - Azione 1.1.4 Ricerca e Sviluppo per le Imprese con D.D. n. 25829 del 21/11/2024.
2020-2023 Coordinatore locale del WP4 del progetto "European University for Well-Being" (EUniWel), finanziato dala Commissione Europea-EACEA nell'ambito del Programma Erasmus+ - European Universities.
2020 – Coordinatore locale del progetto di ricerca competitivo europeo “"Discovery of the entrepreneurial ecosystem of the EUniWELL consortium’s members" risultante vincitore della prima EUniWell Seed Funding call
RECENTI RISULTATI CONSEGUITI:
Faraoni, M., & Ranfagni, S. (2024). Ethical consumption and self-authenticity in a second-hand luxury fashion industry online platform: A conceptual model of interpretation. In Digital transformation for fashion and luxury brand. Palgrave, London.
Carranza, R., Zollo, L., Díaz, E., & Faraoni, M. (2023). Solving the luxury fashion and sustainable development “oxymoron”: A cross-cultural analysis of green luxury consumption enablers and disablers. Business Strategy and the Environment.
Ciampi, F., Faraoni, M., Ballerini, J., & Meli, F. (2022). The co-evolutionary relationship between digitalization and organizational agility: Ongoing debates, theoretical developments and future research perspectives. Technological Forecasting and Social Change, 176, 121383. Elsevier, Amsterdam.
Faraoni, M., & Ranfagni, S. (2021). Digital ethnography and text mining: An intersectorial quali-quantitative method to leverage marketing and management studies. In Sinergie-SIMA 2021 Conference – Leveraging intersections in management theory and practice. SIMA, Milano.
Zollo, L., Carranza, R., Faraoni, M., Díaz, E., & Martín-Consuegra, D. (2021). What influences consumers’ intention to purchase organic personal care products? The role of social reassurance. Journal of Retailing and Consumer Services.
Ranfagni, S., Faraoni, M., Zollo, L., & Vannucci, V. (2021). Combining online market research methods for investigating brand alignment: The case of Nespresso. British Food Journal, 123. Emerald Publishing, Bingley.
Faraoni, M., & Zollo, L. (2020). Green luxury consumption: The role of motivation, green enablers, and skepticism. In Global Fashion Management Conference. GAMMA, Paris.
Becagli, C., De Masi, S., Faraoni, M., & Zollo, L. (2020). Exploring consumer behavior in the music industry: Empirical evidence from Spotify premium users. In XVII SIM Conference – Il marketing per una società migliore (Castellanza, VA, 29–30 ottobre 2020). Società Italiana Marketing, Castellanza.
Faraoni, M., & Zollo, L. (2020). The role of social proofs: Investigating the buying process of organic personal care products (PCPs). In European Academy of Management (EURAM). EURAM, Dublin.
Faraoni, M., Zollo, L., & Filieri, R. (2020). Green enablers and disablers in fashion green luxury consumption. In Sinergie-SIMA 2020 Conference. SIMA-Sinergie, Milano.
Becagli, C., Ranfagni, S., & Faraoni, M. (2020). A research approach to combine brand alignment with social engagement: An insight into online fashion communities. Interdisciplinary Journal of Economics and Business Law, 9. University of Florence, Firenze.
Faraoni, M., Devigili, M., Casprini, E., Pucci, T., & Zanni, L. (2020). Branding your identity online! The importance of the family dimension for Italian family wine businesses’ foreign turnover. Sinergie, 38. SIMA, Milano.
Ciampi, F., Marzi, G., Demi, S., & Faraoni, M. (2020). The big data–business strategy interconnection: A grand challenge for knowledge management. A review and future perspectives. Journal of Knowledge Management, 24(9). Emerald Publishing, Bingley.
Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-loyalty antecedents in B2C e-commerce. British Food Journal, 2. Emerald Publishing, Bingley.
Rialti, R., Faraoni, M., Zollo, L., & Pieraccini, I. (2019). Assessing the impact of big data on large organizations’ strategies. Symphonya.
Faraoni, M., Vannucci, V., & Zollo, L. (2019). L’innovazione digitale nell’editoria: Un modello di analisi del processo di adozione dell’e-book reader da parte del consumatore. In Sinergie-SIMA 2019 Conference. SIMA, Milano.
Faraoni, M., Becagli, C., & Zollo, L. (2019). Il modello di business “Freemium” nel settore musicale ed i fattori incentivanti del passaggio da utente free a premium: Evidenze empiriche dal caso Spotify. In Identità, innovazione e impatto dell’aziendalismo italiano - Dentro l’economia digitale (Atti del XXXIX Convegno Nazionale AIDEA, Torino, 12–13 settembre 2019). Università di Torino, Torino.
Faraoni, M., Rialti, R., Vannucci, V., & Zollo, L. (2019). How to foster online wine purchase? Empirical evidences from Italy. Micro & Macro Marketing. Il Mulino, Bologna.
Faraoni, M., Hu, L., Zollo, L., & Rialti, R. (2019). Does culture matter in online fashion products purchase behavior? Evidences from a cross-cultural analysis of Alibaba customers. In Global Fashion Management Conference at Paris. GAMMA, Paris.
Becagli, C., & Faraoni, M. (2019). Richiamo dei prodotti e brand association. Un’analisi netnografica. Micro & Macro Marketing, XXVIII. Il Mulino, Bologna.
Strategie di e-business e reti di imprese, e-commerce e digital marketingstudi settore vitivinicolo e del luxury fashion
Legenda
Monica Faraoni is an Associate Professor in the scientific disciplinary sector SECS-P/08 – Business Management at the Department of Business and Economics, University of Florence. She teaches Business Management in the Bachelor’s Degree in Business Administration and Fundamental of sustainable entrepreneuship and business ethics in the Bachelor's Degree in Sustainable Business and Societal Challenges; She also teach Tourism and Wine Marketing in the Bachelor’s Degree in Design of Sustainable Tourism, Wine Business Marketing in the interfaculty Master’s Degree in Wine Business Management and Marketing, and Online Business Tools Laboratory in the Master’s Degree in Business Governance and Management. She is also an Adjunct Faculty Member at Kent State University, where she teaches International Marketing.
She serves as a member of the Teaching Committee for the Bachelor’s Degree in Business Administration and as Head of International Relations and Erasmus Programme Coordinator for the School of Economics and Management.
Professor Faraoni graduated with honors in Economics and Commerce from the University of Florence, obtained a Master’s in Innovation Management from the Sant’Anna School of Advanced Studies in Pisa, and earned a Ph.D. in Business Administration from the University of Bologna. She was also a Visiting Scholar at the Wharton Business School – University of Pennsylvania (USA).
Her main research interests focus on consumer behavior, sustainability, and digital transformation, with particular attention to the fashion, luxury, and wine & food industries. Her work explores ethical consumption and authenticity, the role of digital technologies in branding, and the co-evolution between innovation and sustainability. She employs methods such as digital ethnography, text mining, and online market research to investigate consumer decision-making processes.
She has published in leading international journals, including Technological Forecasting and Social Change, Business Strategy and the Environment, Journal of Knowledge Management, British Food Journal, and Micro & Macro Marketing. She regularly presents her research at international conferences such as EURAM, GAMMA, Sinergie-SIMA, and the Global Fashion Management Conference.
She is also actively involved in several European research projects, including EUniWell – Well-Being for our Futures (2024–2026) and WELLMOBE (2025), both funded by the European Commission, as well as regional and competitive projects on digital transformation and sustainability.
SHORT CV
Current Academic Position
Associate Professor of Management, Department of Business and Economics, University of Florence, Italy.
Adjunt Faculty – Kent State University Florence
Teaching Responsibilities
Online Business Tools Lab – MA in Business Governance and Management, School of Economics.
Fundamental of entrepreneurship and business ethics – BA in Sustainable Business and Societal Challenges
Management – BA in Business Administration.
Tourism and Wine Marketing – MA in Design of Sustainable Tourism.
Wine Business Marketing – Interfaculty Master’s Degree in Wine Business Management and Marketing (Schools of Agriculture and Economics).
International Marketing – kent State University
Academic Roles:
Member of the Teaching Committee of the Bachelor’s Degree in Business Administration.
Erasmus and International Relations Coordinator for the School of Economics and Management.
Education
PHD IN MANAGEMENT - UNIVERSITY OF BOLOGNA - Dissertation: “Technological Change and Networks: Technological Cooperation in the Mobile Phone Industry.” Supervisors: Prof. G. Lorenzoni, Prof. A. Lomi.
Master’s in Innovation Management, Sant’Anna School of Advanced Studies, Pisa, Italy (1992). Thesis: “Partnership Relations between Customers and Suppliers: The Case of Gilmar S.p.A.”
Bachelor’s Degree (Laurea) in Economics and Commerce, University of Florence, Italy (1991).Graduated cum laude (110/110 with honors). Thesis: “Expert Systems in Marketing.”
Additional Academic Titles and Fellowships
1996–1997: Post-doctoral research fellowship, University of Florence.
1993–1994: Visiting Scholar, Wharton School of Business, University of Pennsylvania (USA), Department of Management.
1994: Annual research scholarship for advanced studies abroad, University of Florence, Area 13/04 (Accounting and Business Sciences).
Main Research Areas
Her research explores consumer behavior in relation to sustainability, with a specific focus on the fashion and wine & food industries. She has investigated authenticity in ethical consumption, luxury strategies for sustainable innovation, and the co-evolution between digital transformation and sustainability. Her methodological approaches include digital ethnography, text mining, and online market research aimed at understanding and guiding consumer decision-making in complex and digitalized environments. Her work has been published in leading international journals such as: Technological Forecasting and Social Change, Business Strategy and the Environment, British Food Journal, Journal of Knowledge Management, Micro & Macro Marketing
Recent European and Competitive Research Projects
2025: Local Coordinator, WELLMOBE – European competitive research project, winner of the 8th EUniWell Seed Funding Call.
2024–2026: Local Coordinator, Work Package 8, EUniWell – Well-Being for our Futures (Grant Agreement n° 101124647), funded by the European Commission (Erasmus+ European Universities Programme).
2024: Research Group Member, SMART AND SAFE AIR project, funded under the PR FESR Toscana 2021–2027, Action 1.1.4 – Research and Development for Enterprises.
2020–2023: Local Coordinator, Work Package 4, European University for Well-Being (EUniWell), funded by the European Commission – EACEA.
2020: Local Coordinator, Discovery of the Entrepreneurial Ecosystem of the EUniWell Consortium’s Members, winner of the 1st EUniWell Seed Funding Call.
Selected Recent Publications
Faraoni, M., & Ranfagni, S. (2024). Ethical consumption and self-authenticity in a second-hand luxury fashion industry online platform: A conceptual model of interpretation. In Digital Transformation for Fashion and Luxury Brand. Palgrave, London.
Ciampi, F., Faraoni, M., Ballerini, J., & Meli, F. (2022). The co-evolutionary relationship between digitalization and organizational agility: Ongoing debates, theoretical developments and future research perspectives. Technological Forecasting and Social Change, 176, 121383.
Faraoni, M., & Ranfagni, S. (2021). Digital ethnography and text mining: An intersectorial quali-quantitative method to leverage marketing and management studies. In Sinergie-SIMA 2021 Conference – Leveraging Intersections in Management Theory and Practice. SIMA, Milan.
Ranfagni, S., Faraoni, M., Zollo, L., & Vannucci, V. (2021). Combining online market research methods for investigating brand alignment: The case of Nespresso. British Food Journal, 123.
[Full publication list available upon request or in ORCID/Scopus profile.]
Conference Participation
Regular speaker and contributor at major international and national conferences, including: EURAM, GAMMA, Sinergie-SIMA, and Global Fashion Management Conference.
