Gedas Kučinskas

Gedas Kučinskas
Gedas Kučinskas

ISM Doctoral student in Management

Gedas Kucinskas conducts research in media planning, marketing strategy and value creation models. The latest research direction is the value of digital products – i.e. how much should we pay for a picture in the virtual world, or the ability to repaint your virtual home, etc. In the future, this field of study should be the basis for companies and startups to decide on the pricing of digital products.

Gedas Kucinskas works at media agency BPN LT, as strategy manager, applies knowledge for the development of marketing, media strategies for famous brands. BPN LT has become one of the most successful media planning agencies in just a few years, and the agency’s clients are leaders in their respective categories.  The data startup, managed by Gedas, succesfully creates “machine learning” models for solving various business problems.


Kučinskas, G., & Pikturnienė, I. (2020). Digital books should be cheaper than printed: perceived price fairness effects on intention to purchase and willingness to buy. In 11th EMAC regional conference (pp. 55-55). Zagreb: EMAC.
Kučinskas, G., & Pikturnienė, I. (2021). Willingness to buy digital and physical books: Impact of price fairness perceptions on different price levels and content of books. Market – Tržište, 33(SI), 29-46.
Kučinskas, G., Radavičienė, I., & Pikturnienė, I. (2022). Effect of a price discount on retail channel switch from physical to digital and vice versa. In Proceedings of the European Marketing Academy (R2022-111828, pp. 36-36). Kaunas: EMAC
Kučinskas, G. (2024). Promotion hurts brand personality and consumer responses. International Journal of Business & Management Studies, 05(05), 97-106.