Monica Mendini

Monica Mendini serves as a Lecturer-researcher in Marketing at the Department of Business Economics, Health and Social Care (DEASS) of the University of Applied Sciences and Arts of Southern Switzerland (SUPSI), where she co-leads the Brown Bag research seminars. She concurrently teaches Marketing at the University of Italian Switzerland (USI), bridging academic theory with practical industry applications.

Education

• PhD in Communication (Marketing specialization) from University of Italian Switzerland, funded by Swiss National Science Foundation Doc.CH grant (2014-2018)
• Master's in Marketing with minor in Corporate Social Responsibility (University of Italian Switzerland)
• Bachelor's in Economics and Management (Free University of Bozen-Bolzano)

Research Focus

Her work centers on consumer-brand dynamics, with pioneering research in masstige collaborations,cause-related marketing alignment, and food consumption innovation. She integrates design thinking and virtual reality methodologies to explore consumer well-being, particularly in sustainable food systems like entomophagy. Her approach uniquely connects emotional consumer responses with strategic branding frameworks.

Research Trends

Analysis of her 2016-2021 publications reveals a consistent trajectory from foundational consumer behavior theory (taxonomic/thematic similarity in cause marketing) toward applied emotional models (regret-frustration dynamics in collaborations), culminating in practical SME-focused metrics like NPS implementation. Her work increasingly incorporates experiential methodologies and cross-cultural consumer analysis, particularly in Western food innovation contexts.

Scientific Recognition

• Doc.CH grant from Swiss National Science Foundation (2014-2018)
• Equal Opportunity Grant USI (2016)
• Network USImpresa award (2012)

Applied Research & Consulting

She directs mission-critical projects for industry partners including Hockey Club Lugano (spectator behavior analysis), AVAD (elderly care management), and window manufacturing firms (brand strategy). Her Food Design Thinking and VR in Entomophagy project exemplifies her translational approach, applying empathy frameworks to overcome cultural barriers in sustainable food adoption. Industry experience includes roles at Miele and CNH Industrial.

Research Ecosystem

As co-organizer of SUPSI's Brown Bag research seminars and member of the Competence Center for Management and Entrepreneurship (CMI), she cultivates collaborative research environments. Her work bridges academic rigor with real-world business challenges through SUPSI's industry partnership model.