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Dr. Ivana Beveridge

Dr. Ivana Beveridge

Dr. Ivana Beveridge

Head of Program - Marketing, Communications and Media

Department

Marketing, Communication and Media

Schools

School of Arts and Humanities

PhD Credentials

PhD in Marketing

Research Centers

Permanent Researchers Center for Global Societies, Cultures, Cities and Arts Speakers team
Hal-Code ivanabeveridge
ORCID-Code 0000-0002-3010-9766

Bio

First-hand marketing experience with global marketing agencies in China, the UAE, the US, and France, where I worked with a diverse portfolio of clients including Fortune 100 companies, government entities, and startups. Campaigns have won awards such as the “Best Integrated Communications Campaign of the Year” from the Public Relations Society of America (PRSA). Expertise spans marketing strategy and planning, media and communications campaigns, and product launches, primarily focused on B2B marketing across energy, fintech, food, and professional services sectors. Prior to joining Sorbonne University Abu Dhabi in 2025, I taught at the University of Houston and have been a visiting professor at the University of Ljubljana and the Vienna University of Business and Economics (WU), among other academic institutions.

Selected conferences:

(2022) Blockchain Technology in Food Supply Chains: Views from the Practice. European Marketing Academy (EMAC), 2022, Kaunas (Lithuania), Lithuania, with J. Angelis

(2020) The (im)possible Whopper Phenomenon: How Fringe Products Move to the Mainstream. EMAC 2020 Annual Conference, 2020, Budapest Hungary. 2020, with B. Gelb

(2018). Impact of China’s Digital Revolution on Entrepreneurial Practices, 3ème Journée de recherche GREGOR/PRISM Sorbonne, Paris, with R. Vallat

(2017). Impact of WeChat on Organizational Reality in China’s Service Sector, 2ème Journée de recherche GREGOR/PRISM Sorbonne

(2017). Communication Competence in Intercultural Service Encounters - Embracing Paradoxical Cultural Value Orientations. EMAC 2017, 2017, Groningen, The Netherlands, with C. de La Robertie and G.M. Chen.

My current research interests are in the areas of sustainable consumer behaviour and intercultural consumer behaviour, with a particular focus on how socio-cultural norms shape sustainable practices. I am especially interested in the dynamics of sustainable food systems and consumption, exploring how cultural norms and social expectations influence individual and collective choices. I also investigate the factors that enable or hinder the adoption of energy transition and energy efficiency practices, drawing on my professional background in energy marketing. This dual perspective allows me to examine sustainability through both behavioural and systemic lenses, bridging academic insight with real-world application. My prior research has examined consumer cultural paradoxes, particularly within the service sector, and explored theoretical frameworks for bridging Western and non-Western academic approaches to strategy and cultural analysis with an emphasis on reconciling divergent paradigms and fostering integrative perspectives

School Program

Researches for Dr. Ivana Beveridge

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