Associate Professor

Pôle : Marketing

Nationalités :


Postgraduate level:

  • International Marketing & Research
  • Introduction to International Business

Undergraduate level:

  • Transnational Marketing
  • International Trade Strategies
  • European Union: Central and Eastern Transition Countries
  • European Union: Business Context


Unit Coordinator:

  • Transnational Marketing
  • International Marketing & Research
  • International Trade Strategies
  • European Union: Central and Eastern Transition Countries

Unit Development Experience

  • Ethical Issues in International Business
  • European Union: Central and Eastern Transition Countries
  • International Trade Strategies
  • Transnational Marketing


Doctor of Philosophy, Griffith University, Department of International Business and Asian Studies, Griffith Business School, Brisbane, Australia (2007)

Professional development in teaching: LTS501: The practice of teaching and learning, Swinburne University of Technology (2006)

Master of Arts (Public Relations), Sofia University “St. Kliment Ohridski” – Department of Journalism and Mass Communications, Sofia, Bulgaria (2000)


Member of a Committee

  • 2014

    Management Committee de l’Action COST PEERE (New Frontiers of Peer Review), European Cooperation for Science and Technology, Nominated as representative of France on the Management Committee of PEERE by the Ministère de l’éducation de l’enseignement supérieur et de la recherche, France

Other research-related activities

Dr Puncheva was invited to participate in the discussions of Working Group 4 – mutli-stakeholder cooperation, which was part of the 14th Informal ASEM Seminar on Human Rights is held on 18-20 November 2014 in Hanoi, Viet Nam, on the topic ‘Human Rights and Businesses‘. The three-day event was attended by more than 120 representatives of governments, research institutes, social organisations and enterprises from 53 ASEM member countries and aims to develop recommendations to protect and strengthen human rights in relation to business activities. Petya was sponsored by the organizers of the seminar: Asia-Europe Foundation (ASEF), the Raoul Wallenberg Institute (nominated by the Swedish Ministry of Foreign Affairs), the French Ministry of Foreign Affairs and International Development, the Philippine Department of Foreign Affairs and the European Commission.


Research Interest

  • Corporate social responsibility and human rights
  • Stakeholder relationship management
  • International Marketing Management
  • Cross-national corporate reputation measurement and management
  • NGO-business relationships and corporate reputation

Work Experience


  • Associate Professor, Marketing Academic Area, Rennes School of Business (2015 – Present)
  • Assistant Professor, ESC Rennes School of Business (2009 – 2015)
  • Lecturer in International Business (tenured), Swinburne University of Technology, Melbourne, Australia (2005-2009)
  • Junior Research and Teaching Assistant, Griffith University, Department of International Business and Asian Studies, Brisbane, Australia (2002-2004)


  • 1999 - 2000

    Public Relations Officer, Warner Music

  • August, 1996 - November, 1996

    Press center of the Bulgarian Democratic Party, Bulgarian Democratic Party

Intellectual contributions

Refereed Articles Discipline-Based Scholarship

The new face of corporate patriotism: does being "local" matter to stakeholders?

Auteurs :Puncheva-Michelotti, Petya and Marco Michelotti Publié dans :Journal of Business Strategy Date :2014

Corporate patriotism as a source of corporate reputation: A comparative multi-stakeholder approach

Auteurs :Puncheva-Michelotti, P., McColl, R. Vocino, A., Michelotti, M Publié dans :Journal of Strategic Marketing Date :2014

The new face of corporate patriotism: Does being “local” matter to stakeholders

Auteurs :Puncheva-Michelotti, P., Michelotti, M Publié dans :Journal of Business Strategy Date :2014

The relationship between individuals' recognition of human rights and responses to socially responsible companies: Evidence from Russia and Bulgaria

Auteurs :Puncheva, P., Michelotti, P., & Gahan, P Publié dans :Journal of Business Ethics Date :2010

The role of the stakeholder perspective in measuring corporate reputation

Auteurs :Puncheva, P. & Michelotti, M Publié dans :Marketing Intelligence & Planning Date :2010

The role of corporate reputation in stakeholder decision-making process.

Auteurs :Puncheva, P Publié dans :Business & Society Date :2008

Refereed Proceedings Discipline-Based Scholarship

Towards an evolution of luxury consumer behaviour integrating social and responsible motivations

Auteurs :Puncheva-Michelotti, P. and Fort-Rioche, L Publié dans :12th Annual International Conference on Marketing, 30 June & 1-3 July 2014, Athens, Greece Date :2014

The role of multi-stakeholder identities in individuals’ perceptions of corporate reputation: Evidence from Russia, Bulgaria, Italy and Australia

Auteurs :Puncheva-Michelotti, P., Michelotti, M Publié dans :19th CMC Conference, Università Cattolica del Sacro Cuore, Largo Gemelli 1, Milan (Italy), April 3-4, 2014 Date :2014

Which Values for which Organisations?

Auteurs :Puncheva, P. & Micelotti, M Publié dans :EBEN 2010, Trento, Sept 09-11, 2010. Date :2010

A comparison of the determinants of Human Rights Perceptions and their Relationship with Corporate Social Responsability in Russia and Bulgaria. Where to go after the final report of the SRSG on Human Rights & Business?

Auteurs :Puncheva, P. & Michelotti, M. Publié dans :6-7 November 2008, University of Copenhagen Date :2008

The role of context in the structure of corporate reputation: A social psychology perspective

Auteurs :Puncheva, P. & Michelotti, M Publié dans :3rd Annual Colloquim of the Academy of Marketing's Brand, Corporate Identity & Reputation Special Interest Group, London UK. Date :2007