Monica Mendini is a PhD Candidate and Teaching Assistant at the Institute of Marketing and Communication Management (IMCA). Her research is mainly concerned with similarity and managerial cognition in the field of marketing and strategic management. Monica holds a master’s degree in Marketing with a minor in Corporate Social Responsibility from the Università della Svizzera Italiana and a bachelor’s degree in Economics and Management from the University of Bolzano. She was the winner of the 'Best Student Award' (Master in Marketing, 2012). She has also won several scholarships including the SNF-Doc.CH program grant for her PhD, and the Italian Academic Exchange Service scholarship for a visit to the University of Bremen, in Germany. Prior to her academic career, she has worked in the communication and marketing departments of Miele and Iveco-CNH Industrial, in Italy.