Valentina KIROVA

Valentina KIROVA Research Active Faculty - Associate Professor
Contact by email Back
    • Department
      Marketing Department
    • Languages
      Bulgarian, French, English
    • Teaching specialisations
      Brand Management, Customer Relationship Management, e-Customer Relationship Management, Market Research, Consultancy Project
    • Areas of research
      Strategic Marketing, Tourism Marketing, Innovation Marketing
    • Campus
      La Rochelle

    Biography

    Of Bulgarian origin, Dr Valentina Kirova initially came to France to undertake graduate studies at the University of Bordeaux, from where she obtained a Master in Economics and, in 2011, a Doctorate in Management Science, specialising in Strategic Marketing.  Before obtaining her Doctorate, she taught Communications and Project Management. Concurrently, she worked as a Marketing Research Manager in the Personal Finance department of the BNP Paribas Group.

    In 2009, two years before defending her thesis, Dr Kirova joined Excelia Business School as a Lecturer in Marketing. Since 2011, she has been an Associate Professor, teaching Marketing (particularly in relation to tourism and innovation) and, every year, she supervises several end-of-studies theses. Since 2013, she has been leading the Consultancy Project for students on the Master in Management Programme, the aim of which is to get students to work on a real-life business issue so that they can provide recommendations and solutions for the development of a product or service.  Since 2019, she has been Head of the research area known as Agility, Innovation and Digitalisation (AID).

    A long-standing member of the French Marketing Association, Dr Kirova’s work has been published in French and international peer-reviewed journals such as Information and Management, Revue d'économie régionale et urbaine, Journal of Business Research, and Téoros (a journal in tourism research).

    Dr Kirova is a strong believer in field-based learning and is the author of numerous case studies that have been referenced at the case study centre Centrale de Cas et de Médias Pédagogiques (CCMP), and which resulted from collaborations with major groups such as Rémy Martin, EDF, Cultura and Léa Nature.

  • 2011

    PhD in Management Sciences, Marketing, Université Bordeaux IV - Montesquieu

  • 2012

    Research Active Faculty - Associate Professor, Excelia, La Rochelle, France

    2009-2012

    Research Active Faculty - Assistant Professor, Excelia, La Rochelle, France

    2006-2008

    Assistant Professor, Université Bordeaux IV - Montesquieu,

  • Journal articles

    KIROVA, V. (2023). The wind of change: A dynamic managerial capabilities perspective on the role of marketing managers as strategic change agents. Journal of Business Research, 160.
    SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., VO-THANH, T. (2022). Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms. Information Technology and People. doi:10.1108/ITP-09-2020-0635.
    SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., SIM, Y. S. (2022). Understanding and Harnessing the potential of front-line employees' self-governance in technologised museums and theme parks: insights from a qualitative study. Museum Management and Curatorship.
    KIROVA, V. (2020). Value co-creation and value co-destruction through interactive technology in tourism: the case of ‘La Cité du Vin’ wine museum, Bordeaux, France. Current Issues in Tourism, Published online: 24 Feb 2020. doi:https://doi.org/10.1080/13683500.2020.1732883.
    KIROVA, V., VO-THANH, T. (2019). Smartphone use during the leisure experience: the role of contextual factors. Information and Management, 56 (5), 742-753. doi:https://doi.org/10.1016/j.im.2018.11.008.
    VO THANH, T., KIROVA, V. (2019). Déterminants de l’attractivité d’une destination œnotouristique. Revue d'Economie Régionale et Urbaine, 2019 (1), 125-151.
    KIROVA, V., VO-THANH, T. (2019). Smartphone use during the leisure experience: The role of contextual factors. Information and Management, 56 (5), 742-753. doi:10.1016/j.im.2018.11.008.
    VO THANH, T., V.KIROVA, "Wine tourism experience: A netnography study ", Journal of Business Research, February 2018, vol. 2018, no. 83, pp. 30-37
    VO-THANH, T., KIROVA, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, pp. 30-37.
    VO THANH, T., V.KIROVA, R.DAREOUS, "L'organisation d'un méga-événement sportif et l'image touristique de la ville hôte : une perspective par le concept de transfert d'image", Téoros, June 2015, vol. 33, no. 1, pp. 87-98

    Chapters

    KIROVA, V. (2020). Les musées du vin : évolutions et mutations (1ère ed.). In Nathalie Montargot (Ed.), Organisations créatives et culturelles. Londres: ISTE Editions.

  • Proceedings from scholarly meetings

    KIROVA, V., RENAULT OBEROI, P. (2024). Crowdsourcing marketing activities: A Dynamic Capabilities Perspective. AFM 2024, Paris. PARIS: -.
    KIROVA, V., DESSAIGNE, E., DE KERVENOAEL, R., SCHWOB, A. (2023). Legitimation work in B2B procurement: Analysing market shaping strategies towards sustainable energy purchasing. IMP Conference. IMP Group 35th annual conference.
    KIROVA, V., T.VO THANH, "Œnotourisme et attractivité urbaine : Étude netnographique de la nature de l’expérience de visite", Rendez-vous Champlain, 2016, Montréal, Canada
    KIROVA, V., M.-N.RIMAUD, "La Maison de Cognac Rémy Martin " in NACRA 2015 Annual Conference proceedings , North American Case Research Association 56 th Annual Conference, pp. 37, 2015, Orlando, Florida, USA

    Papers presented at academic or professional meetings

    KIROVA, V., VO-THANH, T. (2023). Value in use and value proposition of a wine tourism mobile app: Conceptual framework and empirical study. ATMC Conference.
    KIROVA, V. (2020). Leveraging technology as a source of competitive advantage in wine tourism. TTRA Europe Chapter Conference.
    KIROVA, V. (2019). Virtual reality as a lever for economically sustainable development of wine tourism. ATMC Advances in Tourism Marketing Conference Namur Belgique.
    KIROVA, V., "The wind of change. Marketing managers as strategic change agents." in 18th EURAM Conference 2018, 2018, Reykjavik, Iceland
    KIROVA, V., "Le rôle de la fonction marketing dans la conduite du changement stratégique" in 34ème Congrès international de l’AFM, 2018, Strasbourg, France
    KIROVA, V., "The impact of technology on wine tourism experience: Value co-creation or value co-destruction" in TTRA 2018 Europe Conference, 2018, Ljubljana, Slovenia
    KIROVA, V., "THE IMPACT OF INTERACTIVE TECHNOLOGY ON WINE TOURISM EXPERIENCE" in 7th International Conference on Tourism Management, 2017, Milan, Italy
    VO THANH, T., V.KIROVA, "Utilisation du smartphone pendant l'expérience de loisir : Le rôle des facteurs contextuels" in TTRA international conference, 2017, Québec, Canada
    VO THANH, T., V.KIROVA, "Management d'une destination oenotouristique : Quels sont les déterminants de l'attractivité ?" in AFMAT, 2017, La Rochelle, France
    KIROVA, V., T.VO THANH, "Smartphone during the leisure experience : The role of contextual factors" in 6th INTERNATIONAL CONFERENCE ON TOURISM MANAGEMENT AND TOURISM RELATED ISSUES , 2016, Cracovie, Poland
    KIROVA, V., T.VO THANH , R.DAREOUS, "L'organisation d’un méga-événement sportif et l’image touristique de la ville hôte : une perspective par le concept de transfert d’image" in Rendez-vous Champlain 2014 , 2014, La Rochelle
    KIROVA, V. (2013). Strategic marketing department as an integration tool of marketing and strategy. 13th EURAM Conference.
    KIROVA, V. (2012). La direction marketing stratégique comme dispositif d'intégration du marketing à la stratégie Le cas Laser-Cofinoga. Congrès de l'Association Française de Marketing (n°28).
    KIROVA, V., TRINQUECOSTE, J.-F. (2012). Marketing stratégique : diversité conceptuelle et singularité organisationnelle. rencontres internationales de la diversité (n°7).
    KIROVA, V., J.-F.TRINQUECOSTE, "A propos du lien marketing-stratégie dans l'entreprise : un cas d'observation participante." in Conférence internationale des tendances du marketing, 2010, Venise, Italy

    Published cases with instructional materials

    KIROVA, V. - "Diffuz : développer le réseau social et solidaire en ligne de la Macif" - 2018, CCMP, Paris, France
    KIROVA, V. - "EDF dans l’univers de la « Smart Home »" - 2016, CCMP, France
    KIROVA, V., RIMAUD, M.-N. (2016). La Maison de cognac Rémy Martin. Centrale de Cas et Médias Pédagogiques, M1922.
    KIROVA, V. - "Cultura : l'Univers Musique comme levier de croissance" - 2015, Centrale de Cas et Médias Pédagogiques, Paris
    KIROVA, V., NAOUI, F. (2013). La politique de distribution de Léa Nature - Comment rendre le bio accessible au plus grand nombre de consommateurs ?. Centrale de Cas et Médias Pédagogiques.
Back
Scoller en haut

You appear to be in France... if you prefer, you can browse the French version of our site!

browse french site
en