معرفی
Giuliana Francesca Manganaro is a Researcher at the University of Mannheim affiliated with the Mannheim Center for Data Science. She is currently completing her dissertation under the supervision of Prof. Dr. Florian Kraus, who holds the Chair of Sales & Service Marketing, focusing on the marketing of organizational purpose.
Her academic background includes a B.Sc. in Finance from Frankfurt and an M.A. in Philosophy from Mannheim, where she concentrated on market and motivational psychology. This interdisciplinary foundation informs her current research at the intersection of philosophy, business, and data science.
Giuliana's research examines how organizations can effectively communicate their fundamental purpose to stakeholders, enabling assessment of whether they contribute to or undermine long-term societal prosperity. She challenges the short-term profit orientation prevalent in many organizations, arguing that purpose marketing represents a 'playful and slightly naive way' to approach the market economy's original intent of optimizing collective prosperity.
She champions data science as essential for modern marketing research, emphasizing cost-benefit analysis as her core methodology. Giuliana envisions data science transforming marketing through unprecedented precision in understanding human emotions and behaviors - from facial expression analysis to biometric data interpretation - while maintaining strict privacy standards.
Her innovative research approach includes strategic use of AI tools like ChatGPT to enhance productivity; for instance, she refined AI-generated content with 12 targeted adjustments to maintain scientific rigor while optimizing her time for substantive analysis.
