Moi Ludovica
UniCa Ateneo Docenti e ricercatori Ludovica Moi Curriculum

Ludovica Moi

Dipartimento di Scienze Economiche e Aziendali

INFORMAZIONI GENERALI

Ludovica Moi è Ricercatrice presso il Dipartimento di Scienze Economiche ed Aziendali, Università degli Studi di Cagliari. Ha conseguito il titolo di Dottore di Ricerca in Scienze Economiche ed Aziendali e quello aggiuntivo di Doctor Europaeus presso lo stesso ateneo. E' stata visiting scholar presso Universidad Carlos III di Madrid (Spagna) e Grenoble Ecole de Management (Francia).

La sua ricerca si è focalizzata principalmente sulle nuove frontiere del marketing guidate dalle tecnologie digitali, in particolare su Agile Marketing Capabilities. Ha inoltre approfondito diversi temi di ricerca nel campo del marketing e del management tra cui agile e lean management, business model innovation, e trust in algorithms. Ha pubblicato in riviste internazionali come Tourism Management, European Management Journal, Journal of Business Ethics, Journal of Business and Industrial Marketing, Scientometrics, e Journal of Management and Governance. È stata coautrice di diversi capitoli di libro e atti di convegno tra cui Academy of Management Annual Meeting, ITAIS, e Sinergie-SIMA conference.

Presso l'Università degli Studi di Cagliari, Ludovica Moi è titolare dell’insegnamento di "Economia e Gestione delle Imprese", Laurea Triennale in Economia e Gestione Aziendale. Negli ultimi anni ha svolto attività didattica nel corso di Laurea Magistrale "International Marketing", e nel corso di Dottorato "Qualitative Methods".

POSIZIONI ACCADEMICHE E QUALIFICHE

  • 2024 – oggi: Ricercatore tenure track (RTT), Università degli Studi di Cagliari.
  • 2022 – 2024: Ricercatore (Tipo A), Università degli Studi di Cagliari.
  • 2020–2022: Assegnista di ricerca nell'ambito del progetto “Modelli agili per l'imprenditorialità”, Università degli Studi di Cagliari.
  • 2017–2018: Visiting Ph.D. scholar, Universidad Carlos III di Madrid (Spagna).

ISTRUZIONE

  • 2020: Dottorato in Scienze Economiche ed Aziendali, Università degli Studi di Cagliari.
  • 2020: Doctor Europaeus, Università degli Studi di Cagliari.
  • 2016: Laurea Magistrale in Economia Manageriale, International Management, 110/110 e lode, Università degli Studi di Cagliari.

PUBBLICAZIONI 

Tesi di Dottorato:

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

Riviste scientifiche: 

  • 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.

Capitoli in libro: 

  • 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.

Atti di convegno: 

  • 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.

Monografie:

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

BORSE E PREMI

  • 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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