Bitty's research interests include behavioral marketing strategy centering on frontline employee management. She is particularly interested in understanding phenomena that take place between boundary spanners and customers during a service or sales interaction in a B2B context. Her methodological interests focus on machine learning and unstructured data analysis. In her free time she enjoys traveling and being outdoors!
Balducci, Bitty and Detelina Marinova, (2018), Unstructured Data in Marketing, Journal of the Academy of Marketing Science, 46(4), 557-590.
Balducci, Bitty, Detelina Marinova, Jagdip Singh (2018), “The Role of Voice in B2B Cold Calling Effectiveness,” ISBM Conference, Boston MA.