Moi Ludovica
UniCa About Professors and Researchers Ludovica Moi Curriculum

Ludovica Moi

Dipartimento di Scienze Economiche e Aziendali

OVERVIEW

Ludovica Moi is an Assistant Professor at the Department of Economics and Business, University of Cagliari. She holds a Ph.D. in Economics and Business awarded with the Doctor Europaeus label, and an M.Sc., cum Laude, in International Management from the same university. She was a visiting scholar at Universidad Carlos III de Madrid (Spain) and Grenoble Ecole de Management (France).

Her research focused mainly on the new frontiers of marketing driven by digital technologies, in particular Agile Marketing Capabilities. She has also investigated a wide range of topics related to marketing and management fields of research such as agile and lean management approaches, business model innovation, and trust in algorithms. She has published in peer-reviewed journals such as Tourism Management, European Management Journal, Journal of Business Ethics, Journal of Business and Industrial Marketing, Scientometrics, Journal of Management and Governance, among others. Moreover, she has co-authored book chapters and conference proceedings, including the Academy of Management Annual Meeting, ITAIS, and Sinergie-SIMA conference.

At the University of Cagliari, Ludovica Moi teaches the course “Economics and Business Management” in the undergraduate program of Business and Economics. In the last years, she has also carried out teaching activities in the course of “International Marketing” at the Master’s Degree level, and in the course of Qualitative Methods at the Ph.D level.

ACADEMIC POSITIONS AND QUALIFICATIONS

  • 2024 – to date: Assistant Professor (Tenure Track Researcher), University of Cagliari, Italy.
  • 2022 – 2024: Assistant Professor (Researcher), University of Cagliari, Italy.
  • 2020–2022: Postdoctoral Research Fellow within the project “Agile Models for entrepreneurship”, University of Cagliari, Italy.
  • 2017–2018: Visiting Ph.D. scholar at Universidad Carlos III de Madrid (Spain).

EDUCATION

  • 2020: Ph.D. in Economics and Business, University of Cagliari, Italy. 
  • 2020: Doctor Europaeus, University of Cagliari, Italy.
  • 2016: M.Sc. in Managerial Economics, International Management, Magna cum laude, University of Cagliari, Italy.

SELECTED PUBLICATIONS

Ph.D. Thesis:

  • Moi, L. (2020). Organizing for the digital world: a pathway towards the Agile Marketing Capability.

Journals: 

  • Rashkova, Y., Moi, L., & Cabiddu, F. (2023). Addressing the Societal Challenges in Organizations: The Conceptualization of Mindfulness Capability for Social Justice. Journal of Business Ethics. DOI: 10.1007/s10551-023-05357 (Class A, ANVUR).
  • Pusceddu, G., Moi, L., & Cabiddu, F. (2023). Do they see eye to eye? Managing customer experience in phygital high-tech retail. Management Decision, Vol. ahead-of-print No. ahead-of-print. DOI: 10.1108/MD-05-2022-0673 (Class A, ANVUR).
  • Rashkova, Y., & Moi., L. (2023). Moving forward better marketing for a better world: a path for new research opportunities. Italian Journal of Marketing. DOI: 10.1007/s43039-023-00072-5.
  • Rashkova, Y., Moi, L., Marku, E., & Cabiddu, F. (2023). Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches. Journal of Marketing Communications. DOI: 10.1080/13527266.2023.2177710.
  • Frau, M., Moi, L., Keszey, T., & Cabiddu, F. (2022). Time to clean up food production? Digital technologies, nature-driven agility, and the role of managers and customers. Journal of Cleaner Production, 377, 134376. DOI: 10.1016/j.jclepro.2022.134376 (Class A, ANVUR).
  • Cabiddu, F., Moi, L., Patriotta, G., & Allen, D.G. (2022). Why do users trust algorithms? A review and conceptualization of initial trust and trust over time. European Management Journal. DOI: 10.1016/j.emj.2022.06.001 (Class A, ANVUR).
  • Moi, L., & Cabiddu, F. (2022). Navigating a global pandemic crisis through marketing agility: evidence from Italian B2B firms. Journal of Business and Industrial Marketing. DOI: 10.1108/JBIM-01-2021-0034 (Class A, ANVUR). 
  • Frau, M., Moi, L., & Cabiddu, F. (2022). Digital Transformation Through the Lens of Digital Data Handling: An Exploratory Analysis of Agri-Food SMEs. Journal of Small Business Strategy, 32(3), 84–97. DOI: 10.53703/001c.34642.
  • Pusceddu, G., Moi, L., & Cabiddu, F. (2022). The intersection between SMEs’ business strategies and the phases of unexpected events: a systematic literature review. Sinergie Italian Journal of Management, 40(2), 63-86. DOI: 10.7433/s118.2022.04. 
  • Pusceddu, G., Moi, L., & Cabiddu, F. (2022). Managing the different stages of unexpected events: an exploratory analysis of tourist family businesses. Piccola Impresa/Small Business. DOI: 10.14596/pisb.3009.
  • Moi, L., & Cabiddu, F. (2021). An agile marketing capability maturity framework. Tourism Management, 86, 104347. DOI: 10.1016/j.tourman.2021.104347 (Class A, ANVUR).
  • Castriotta, M., Loi, M., Marku, E., & Moi, L. (2021). Disentangling the corporate entrepreneurship construct: conceptualizing through co-words. Scientometrics, 126, 2821–2863. DOI: 10.1007/s11192-020-03846-2 (Class A, ANVUR).
  • Moi, L., & Cabiddu, F. (2021). Leading Digital Transformation through an Agile Marketing Capability: the case of Spotahome. Journal of Management and Governance, 25(4), 1145-1177. DOI: 10.1007/s10997-020-09534-w (Class A, ANVUR).
  • Frau, M., Moi, L., & Cabiddu, F. (2020). Outside-in, Inside-out, and Blended Marketing Strategy Approach: a Longitudinal Case Study. International Journal of Marketing Studies, 12(3), 1-13. ISSN 1918-719X; E-ISSN 1918-7203;  DOI: 10.5539/ijms.v12n3p1.
  • Pintori, M., Frau, M., & Moi, L. (2021). Towards the Development of Sustainable Tourism: The Accessibility of Websites for People with Disability. Micro & Macro Marketing, 2, 409-432. ISSN: 1121-4228; DOI: 10.1431/101625.
  • Frau, M., Moi, L., Angioni., E., & Cabiddu, F. (2019). How Open Innovation Shapes Strategy: An Explorative Multiple Case Study in the ICT Industry. Sinergie Italian Journal of Management, 17, 217-239. ISSN: 0393-5108; DOI: 10.7433/s108.2019.12.
  • Moi, L., Frau, M., & Cabiddu, F. (2018). Exploring the Role of Nvivo software in Marketing Research. Mercati & Competitività, 4, 65-86. ISSN: 1972-4861; DOI:10.3280/MC2018-004005.
  • Moi, L., Cannas. R., Frau, M. & Cabiddu, F. (2018). Capturing customer emotions and experiences to enhance value co-creation: the Ichnusa on-line brand community’s. Sinergie Italian Journal of Management, 36, 106, 157-178. ISSN: 0393-5108; DOI: 10.7433/s106.2018.09.

Book chapters: 

  • Moi, L., Rashkova, Y., & Cabiddu, F. (2023). The next frontier of digital business model innovation. Editor(s): Carmelo Cennamo, Giovanni Battista Dagnino and Feng Zhu. In Research Handbook on Digital Strategy. Edward Elgar Publishing.DOI: 10.4337/9781800378902. ISBN: 978 1 80037 889 6.
  • Rashkova, Y., Moi, L., & Cabiddu, F. (2022). Infusing mindfulness for social justice: new perspectives for sustainable human resources practices. Editor(s): Erum Shaikh (The University of Modern Sciences, Pakistan) and Muhammad Nawaz Tunio (Greenwich University, Pakistan). In Sustainable Development of Human Resources in a Globalization Period. IGI Global. DOI: 10.4018/978-1-6684-4981-3.
  • Moi, L., Serpi S., & Cabiddu, F. (2022). Digital communication strategies during the pandemic crisis: lessons from Aamazon company. In Crisis, Chaos and Organizations: The Coronavirus and Lessons for Organizational Theory, Information Age Publishing, pp. 281-307. ISBN: 978-1-64802-779-6.
  • Cabiddu, F., Moi, L., Pitrová, J., Pila?, L., & Jaaskelainen, P. (2020). ONLINE MARKETING CHALLENGES OF MICRO AND SMALL COMPANIES. Xamk Beyond 2020. At Your Service – Business Development, Co-operation and Sustainability. Marja-Liisa Neuvonen-Rauhala (ed.). ISBN: 978-952-344-278-8. 
  • Frau, M., & Moi, L. (2019). Digital technologies, techno-entrepreneurship and regional ecosystem: The case of Net Value. Handbook of Research on Techno-Entrepreneurship: Ecosystems, Innovation and Development. 3rd ed., Edward Elgar. ISBN: 978 1 78643 906 2.
  • Moi, L., Cabiddu, F., & Frau, M. (2019). Towards the Development of an Agile Marketing Capability. In: Cabitza F., Batini C., Magni M. (eds) Organizing for the Digital World. Lecture Notes in Information Systems and Organisation, vol 28. Springer, Cham. DOI: 10.1007/978-3-319-90503-7_1.

Conference proceedings: 

  • Rashkova, Y., Moi, L., & Cabiddu, F. (2022). Toward an Organizational Capability-Based Theory of Mindfulness for Social Justice. “82nd Annual Meeting of the Academy of Management”, 5-4 August. Academy of Management Proceedings, Vol. 2022, No. 1. DOI: https://doi.org/10.5465/AMBPP.2022.11511abstract.
  • Rashkova, Y., Moi, L., Marku, E., & Cabiddu, F. (2022). Unpacking the design of cross-border communication through digital channels: standardization vs. adaptation approaches. In Proceedings of the International Conference Marketing Trends 2022, 20-22 Gennaio, Università LUMSA (Roma, Italia). ISBN 978-2-490372-14-0. 
  • Pusceddu, G., Moi, L., & Cabiddu, F. (2021). Tourist experience in the post-covid era: new perspectives. In Proceedings of 24th Excellence in Services International Conference, University of Salerno (Italy), 2-3 September. ISBN: 9791220091718.
  • Rashkova, Y., Moi, L., Marku, E., & Cabiddu, F. (2021). Standardize or adapt? A fine-grained model for cross-border communication through digital channels. “81st Annual Meeting of the Academy of Management”, 29 July-4 August. Academy of Management Proceedings, Vol. 2021, No. 1. DOI: https://doi.org/10.5465/AMBPP.2021.12070abstract.
  • Pusceddu, G., Moi, L., & Cabiddu, F. (2021). Small Business Strategies during the different stages of unexpected events. “81st Annual Meeting of the Academy of Management”, 29 July-4 August. Academy of Management Proceedings, Vol. 2021, No. 1. DOI: https://doi.org/10.5465/AMBPP.2021.13474abstract. 
  • Pusceddu, G., Moi, L., & Cabiddu, F. (2021). The intersection between SMEs’ business strategies and crisis phases: a systematic literature review. In Referred Electronic Conference Proceedings Convegno Sinergie-SIMA “Leveraging intersections in management theory and practice”, University of Palermo (Italy) - Online Conference, 10-11 June. ISBN: 97888943937-7-4. DOI: 10.7433/SRECP.FP.2021.01.
  • Moi, L., & Cabiddu, F. (2020). L’impatto del lockdown nel settore business-to-business: il caso italiano. In Sinergie-SIMA conference 2020 “GRAND CHALLENGES: Companies and Universities working for a better society”, Pisa (Italy), 7-8 September. ISBN: 97888943937-6-7. DOI 10.7433/SRECP.EA.2020.01.
  • Traboulsi, C., Moi, L., Frau, M., & Cabiddu, F. (2020). Mindful behavior in hybrid organizations and its impact on value formation. “80th Annual Meeting of the Academy of Management”, Vancouver (Canada), 7-11 August. Academy of Management Proceedings, 2020. Academy of Management Briarcliff Manor, NY 10510. DOI: https://doi.org/10.5465/AMBPP.2020.20144abstract.
  • Cabiddu, F., Moi, L., Jaaskelainen, P., Pila?, L., Pitrová, J., & Petkov, R. (2020). Where to invest in online marketing education in micro and smal enterprises. Conferece “17th International Conference on Efficiency and Responsibility in Education”, Prague (Czech Republic), 4-5 June. ISBN: 978-80-213-3022-1.
  • Moi, L., & Cabiddu, F. (2019). Riding Digital Transformation in International Context: The Agile Marketing Capability. “79th Annual Meeting of the Academy of Management”, Boston (USA), 9-13 August. Academy of Management Proceedings, 2019, 13158. Academy of Management Briarcliff Manor, NY 10510. DOI: 10.5465/AMBPP.2019.13158abstract.
  • Moi, L., Cabiddu, F., & Frau, M. (2018). Conceptual framework for modeling the agile marketing capability. “2018 Global Marketing Conference”, Tokyo, Japan, 26-29 July (pp. 71-90). ISSN: 1976-8699; DOI: 10.15444/GMC2018.01.08.05.
  • Angioni, E., Frau, M., Moi, L., & Cabiddu, F. (2018). Open Innovation: a Pathway Toward Open Strategy? In Sinergie-SIMA conference 2018 “Transformative business strategies and new patterns for value creation”, Venice (Italy), 14-15 June. ISBN: 97888943937-0-5.
  • Moi, L., Cabiddu, F., & Frau, M. (2017). Towards the development of an agile marketing capability. ITAIS 2017 “XIV Conference of the Italian Chapter of AIS”, Milan (Italy), 6-7 October. ISBN: 978-3-319-90502-0.
  • Frau, M., & Moi, L. (2017). How to foster techno-entrepreneurship within a regional ecosystem. In 6th International Research Symposium 2017 “Entrepreneurship & SMEs in Emerging Markets: Competitiveness & innovation in Knowledge Economy”, Olbia (Italy), 4-6 October. ISBN: 9788890767852.
  • Frau, M., Cabiddu, F., Lombardo, S., & Moi, L. (2017). Practice theory and value co-creation: an assessment model. In 20th Toulon-Verona International Conference “Excellence in Services”, Verona (Italy), 7-8 September.  ISBN: 9788890432774 279.
  • Moi, L., Cannas., R., Cabiddu, F., & Frau, M. (2017). Capturing emotions and experiences through customer engagement to enhance value co-creation: the Ichnusa on-line brand community’s. In Sinergie-SIMA conference 2017 “Value co-creation: le sfide di management per le imprese e per la società”, Naples (Italy), 15-16 June. ISBN: 97888907394-8-4.

Monographs: 

  • Moi, L. (2023). How to shape the competitive advantage of firms in unpredictable contexts: the role of marketing capabilities. FrancoAngeli. ISBN: 9788835147015.

GRANTS AND AWARDS

  • 2022: Best Paper Award, 5th Digital Transformation Conference “Digital spaces: firms, platforms, ecosystems, and industries”, University of Trento (Italy), 9-10 February.
  • 2022: Best Proposal Award, Fourth Digital Transformation Conference “Phygital Transformation: Constituents, Challenges and Prospects”, LUMSA University (Rome), 10-11 February.
  • 2021: Distinguished Paper Award, EDAMBA Thesis Competition.
  • 2021: Best Paper Award, Sinegie-SIMA conference “Leveraging intersections in management theory and practice”, University of Palermo (Italy), 9-11 June.
  • 2020: Doctor Europaeus Award, University of Cagliari, Italy.
  • 2019: Best Paper Award Finalist, conference “Digital Transformation and Internationalization of Firms: Prospects, Challenges and Future Agenda”, Palermo (Italy), 8 February.
  • 2018: Selected Conference Paper Award, Sinergie-SIMA conference “Transformative business strategies and new patterns for value creation”, Venice (Italy), 14-15 June.
  • 2017: Ph.D. grant, PlaceDoc Erasmus, University of Cagliari, Italy.
  • 2017: Best Conference Paper Award, conference ITAIS “XIV Conference of the Italian Chapter of AIS”, Milan (Italy), 6-7 October. 
  • 2017: Selected Conference Paper Award, Sinergie-SIMA conference “Value co-creation: le sfide di management per le imprese e per la società”, Naples (Italy), 15-16 June. 
  • 2016: Ph.d. scholarship, Sardinian Region, Italy. 

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