MARGHERITA PAGANI

Born July 10th, 1971. Degree in Business Administration, major in management of international firms, Università Bocconi (1995). Professional Program in Individual Choice Behavior: Theory and Application of Discrete Choice Analysis - MIT Massachusetts Institute of Technology (2005); Data and Models in Engineering Science and Business - MIT Massachusetts Institute of Technology (2006).

Consumer behavior and Adoption Model in the digital domain (digital Tv, wireless web), e-Marketing, economics of digital media, System Dynamics, mobile wireless, interactive digital advertising.

• "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.