Lucia Pizzichini

Lucia Pizzichini is an Assistant Professor of Business Administration at Jönköping International Business School (JIBS), affiliated with the Media, Management and Transformation Centre (MMTC) at Jönköping University. Her research focuses on service marketing and retailing, with a dual emphasis on digitalization and sustainability. She explores how digital tools enable retailers to shift towards service-oriented offerings in response to evolving consumer habits, and examines the intersection of technological innovation, sustainability practices, and consumer behavior in tourism and hospitality sectors.