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Associate Professor of Marketing, EM Lyon Business School

Diego Rinallo is Associate Professor of Marketing and Director of the Lifestyle Research Center at emlyon business school. Previously, he worked for Bocconi University, which granted his Ph.D. in Business Administration & Management. Diego's research interests include various aspects of consumer culture, including gender, sexuality, food, fashion, trade fairs, religion and spirituality, and the safeguarding of cultural heritage. His work favors interpretive, critical and qualitative research methods.

He has published extensively in top-ranking academic journal, including Journal of Marketing, Journal of Business Ethics, Marketing Theory, Journal of Business Research, and Consumption, Markets & Culture. His books include Trade Shows in the Globalizing Knowledge Economy (Oxford University Press, 2014), Event Marketing (Bocconi University Press, 2017), Consumption and Spirituality (edited, Routledge, 2013) and Consumer Culture Theory (edited, Emerald, 2016).

In the last few years, he has worked extensively on food and textile heritage and on the relocalization of production in Europe, thanks to EU-funded projects. He is now member of the steering committee for the inscription of the Alpine Food Heritage in the Register of Good Safeguarding Practices established under the UNESCO 2003 Convention on the Saveguarding of Intangible Cultural Heritage.


  • –present
    Associate Professor of Marketing and Consumer Culture, Kedge Business School


  • 2005 
    Bocconi University, Marketing