Adriana Guedes Arcuri holds a master's and Ph.D. in Business Administration from FGV EAESP, with a PhD visiting scholar program at Durham University in the United Kingdom. She spent over 20 years as a marketing executive at companies like Unilever, Reckitt, Danone, Firmenich, and Energizer, gaining experience in both Brazil and Mexico.

Currently, she is a lecturer for undergraduate and graduate programs at FGV EAESP, focusing on active teaching and learning methodologies. This includes her work with the Intent program for undergraduates and the Project Lab course for the Executive MBA, in addition to teaching marketing subjects like Marketing Mix.

She also works as a marketing and branding consultant. Her research interests include cultural and consumer studies, critical marketing, unpaid care work, consumer exclusion and inclusion, ethics of care, and affective atmospheres, with a focus on qualitative methodologies.

Articles:

ARCURI, A. G., SANTANA, J., MORAIS, I. C. D., BRONDINO-POMPEO, K., MAGALHÃES LOPES, M., & VELLOSO, L. (2026). Inclusion from the Borderlands: A Border-Thinking Praxis for Reorienting Marketing Research, Education, and Practice. Journal of Public Policy & Marketing, 45(3), 215-218.

ARCURI, A. G., VELUDO-DE-OLIVEIRA, T., & LARSEN, G. (2026). Atmospheres of silence. Marketing Theory, 14705931251414808.

ELKANOVA, E., ARCURI, A. G., CASTILHOS, R. B., ERCIYAS, F. O., MINTON, E. A., PESCHEL, A. O., ... & UDUEHI, E. (2026). Conceptualizing firms’ responses to inclusionary forces in the marketplace. Marketing Theory, 14705931261448257.

SANTANA, J.,  ARCURI, A. G., VELLOSO, L., MAGALHÃES LOPES, M., BRONDINO-POMPEO, K., CARVALHO DE MARAIS, I., ... & WAVERLEY, J. (2026). “The house is burning, and we are looking elsewhere:” the urgency of researching consumption injustices. Consumption Markets & Culture, 1-19.

VELOTAO, F. P. ; DELAPEDRA, A.T. ; VELUDO-DE-OLIVEIRA, TÂNIA MODESTO ; ARCURI, A. G. ; BARKI, EDGARD. Beyond the Price Tag: Understanding the Role of Utilitarian and Hedonic Incentives in Sales Promotion for Low Income Consumers. Advances in Consumer Research, v. 51, p. 992-992, 2023.

BARKI, E. ; OLIVEIRA, T. V. ; ARCURI, A. G. ; VELOTAO, F. P. ; DELAPEDRA, A.T. Alicerces para Negócios de Impacto em Habitação. GV Executivo, v. 21, p. 3, 2022.

BARKI, EDGARD ; ARCURI, ADRIANA . Chegou a Hora de uma Nova Visão de Negócios. GV Executivo, v. 19, p. 40, 2020.

ARCURI, ADRIANA G.; VELUDO-DE-OLIVEIRA, TÂNIA MODESTO. The Crossing of Physical Boundaries: de-materialization and the move towards de-collecting. Consumption Markets & Culture, v. 21, p. 396-415, 2018.

Book Chapters:

BRONDINO-POMPEO, K. ; MORAIS, I. C. ; ABDALLA, C. C. ; ARCURI, A. G. Significados e Agência dos Objetos. In: Karin Brondino-Pompeo, Isabela Carvalho de Morais, Carla Caires Abdala. (Org.). Aspectos Culturais do Consumo. 1ed.: Pimenta Cultural, 2022, v. 2022, p. 13-.

YESILOGLU, S. ; Costello, Joyce ; ARCURI, ADRIANA ; ROSENTHAL, B. How to Map and Select Digital Influencers for Marketing Campaigns. In: Sevil Yesiloglu, ‎Joyce Costello. (Org.). influencer marketing building brand communities and engagement. 1ed.Londres: Routledge, 2021, v. , p. 13-.

ARCURI, ADRIANA G.; VELUDO-DE-OLIVEIRA, TÂNIA MODESTO. The Crossing of Physical Boundaries: De-materialization and the Move towards De-collecting. In: Karen V. Fernandez, Bernardo Figueiredo. (Org.). Bridging Boundaries in Consumption, Markets and Culture. 1ed.: , 2019, v. 1, p. 01-.