Sofia Cardoso (EMLV 2024), a rising voice in luxury brand research

Sofia Scoralick Cardoso, EMLV's 2024 MSc International Business graduate, has reached a remarkable new milestone in her academic and professional career. 

Her master's thesis, entitled “Digitalization of Luxury Brands: LVMH's Strategies for Incorporating Storytelling and Brand Heritage into Digital Marketing”, supervised by Professor Liudmila Ivvonen, has been selected for presentation at two of the world's leading marketing and business conferences.

Double international distinction

These two prestigious global conferences, renowned for their high standards, have accepted Sofia's application in the Competitive Paper Sessions category:

• Academy of International Business (AIB) 2025 Conference, to be held in Louisville (USA) from June 28 to July 2
• American Marketing Association (AMA) 2025 Summer Academic Conference, scheduled to take place in Chicago from August 22 to 24.
  

As the icing on the cake, Sofia was also nominated for the highly respected Rugman Most Promising Scholar Award at the AIB Conference. This prize is awarded annually to the most promising paper in each thematic session, based on peer review. A rare and valuable recognition that underlines her potential as a researcher on an international scale.

An inspiring career at the crossroads of cultures and digital innovation

Driven by a clear vision, Sofia affirms:

“I firmly believe in our ability to shape our own destiny, which is why I approach life with ambition and commitment.”

A specialist in luxury brands, she has shaped her career path between business, law and e-commerce. 

At a time when luxury brands are facing major challenges in terms of strategic repositioning, digitalization and cultural legitimization in increasingly fragmented markets, she draws on this expertise to explore the contemporary levers of brand differentiation, in a globalized environment where authenticity, storytelling and mastery of digital codes are becoming essential vectors of sustainability. 

“With a diversified background, I bring a unique cross-functional approach that helps luxury companies redefine their digital strategies, penetrate new markets and create experiences that resonate across cultures, ensuring their relevance and sustainable success on a global scale.”

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