Prof. Tiziana Russo Spena, Dipartimento di Economia management Istituzioni, Università degli Studi di Napoli Federico II, Italy
Prof. Tiziana Russo Spena is a Full Professor of Economics and Business Management at the University of Naples Federico II 🇮🇹. She holds a Ph.D. in Business Economics and specializes in digital health, sustainable business models, and stakeholder engagement 🔬💡. She has led multiple national and international research projects, including initiatives on blockchain in the agri-food sector, interactive robotics for aging well, and digital health services 🤖🌿. With extensive academic contributions, she plays a key role in shaping innovative business strategies and economic frameworks. 📚🏆
Publication Profile
Scopus
Education
Prof. Tiziana Russo Spena 🎓 is a distinguished Full Professor of Economics and Business Management (2022). She earned her Ph.D. in Business Economics (2002-2005) from the Faculty of Economics, University of Naples Federico II. Prior to that, she completed a Master’s in Investment Project Evaluation (2002) at the Research Centre of Urban and Territorial Management (L.U.P.T). Her academic journey began with a Degree in Business and Administration (1998), graduating with top honors (110/110 cum laude) from the same university. With a strong foundation in business and economics, she has made remarkable contributions to the field. 📚💼
Institutional And Membership
Prof. Tiziana Russo Spena 🎓 is an active member of the academic and research community, contributing to various institutional and membership activities. In 2024, she joined the Editorial Board of the International Journal of Research in Marketing and became the Coordinator of the Ph.D. Program in Management at the University of Naples Federico II. She serves as a board member of ReSER and CAISIAL, a treasurer at ReSER, and a key member of the Ateneo Commission for Internationalization. Additionally, she co-founded the Italian Blockchain National Observatory and leads advanced training courses in social media marketing and blockchain. 🔗📚
Awards
Prof. Tiziana Russo Spena 🏆 has received numerous prestigious awards for her research and contributions. In 2022, her article on COVID-19’s impact won the Highly Commended Paper award. She earned the Outstanding Paper Award (2013) for her work on store experience and co-creation. Her research on food innovation won the Best Paper Award (2013) at Lucerne University. Recognized as a Pioneer of Human Side of Service Engineering (2012), she was also a finalist in the Start Cup-Campania Competition (2011). Additionally, she received the Best Service Innovation Thinking Award (2008) and the Roberto Marrama Prize (2004). 🏅
Teaching Activities
Prof. Tiziana Russo Spena 🎓 has an extensive teaching career spanning various disciplines in business and management. Since 2019, she has been a Professor of Ethics and Management at the University of Naples Federico II. She also teaches Management (2018–present) and Marketing of Pharmaceutical Products (2012–present). Previously, she taught International Management (2013–2019), Retail Management (2013–2016), and International Marketing (2016–2018). She was a Visiting Professor in Brazil (2013) and an Assistant Professor at Magna Graecia University (1994–2012). Her contributions span agrifood, non-profits, and international trade, shaping future business leaders. 📚
Research Focus
Professor Tiziana Russo Spena specializes in service innovation, digital transformation, and customer experience, particularly in emerging digital ecosystems. Her research focuses on topics such as the phygital customer journey 🛍️📱, human-robot collaboration 🤖🤝, the metaverse in business and marketing 🌐🎭, and technology-enabled value co-creation 💡🔗. She explores how smart technologies and AI-driven solutions enhance consumer engagement and service management. Additionally, she investigates the role of innovation ecosystems in cultural heritage 🏛️📜. Her interdisciplinary approach integrates marketing, digital services, and technology management, shaping the future of service design and digital customer interactions.
Publication Top Notes
Unravelling the customer journey: A conceptual framework and research agenda
Phygital customer journey: a practice-based approach
A system and learning perspective on human–robot collaboration
Experimenting on the metaverse to foster innovation
HCAI-Based Service Provision for an Engaged University
Agencement of onlife and phygital: smart tech–enabled value co-creation practices
Innovative value propositions in the fashion metaverse
Addressing Socio-Material Issues for an Emerging Innovation Ecosystem: Insights From Cultural Heritage