Giuseppe Pedeliento (PhD) is Associate Professor of Marketing at the Department of Management of the University of Bergamo. Former visiting lecturer at the Aalto School of Business (Helsinki), at Johannes Kepler University (Linz) and visiting scholar at the University of Washington Bothell (Seattle), his research focuses on B2B and B2C marketing and branding. His approach to teaching is research-led, non-normative, and practical. His approach to research, is 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, Journal of Retailing & Consumer Services, Journal of Strategic Marketing, Consumption, Markets & Culture, Journal of Service Theory and Practice, Management Decision, Journal of Product & Brand Management, and in other academic outlets. Giuseppe is Associate Editor for the Journal of Product & Brand Management and for Pearson Management & Marketing Cases. He is also an Editorial Board member of the Journal of Business Research and 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.