Logo Bocconi

GAIA RUBERA

Foto
Docente Associato
Dipartimento di Marketing

Personal page


Insegnamenti a.a. 2016/2017

11244 SOCIAL MEDIA MANAGEMENT (SEMINAR)
20543 SOCIAL MEDIA MARKETING
40250 ADVANCED MARKETING STRATEGY
40374 EMPIRICAL APPROACHES FOR MARKETING AND MANAGEMENT RESEARCH


Note biografiche

Laureata in Economia Aziendale presso l'Università Bocconi. PhD in Economia Aziendale e Management, presso l'Università Bocconi.


Curriculum Accademico

Professore Associato di Marketing.
Assistant Professor nel dipartimento di Marketing a Michigan State University (2008-2012).
Responsabile per la ricerca presso il Center for Innovation alla Marshall School of Business, University of Southern California (2007-2008).
Membro dell'editorial board del Journal of the Academy of Marketing Science e del Journal of International Marketing.


Aree di interesse scientifico

Innovazione e sviluppo nuovi prodotti. Marketing strategico. Creatività. Innovazione di design. Social media


Pubblicazioni principali

Rubera Gaia (2015),"Design Innovativeness and Product Sales’ Evolution”, Marketing Science 34(1): 98-115.

Rubera Gaia, Chandrasekaran Deepa and Ordanini Andrea (Forthcoming),"Open Innovation, Product Portfolio Innovativeness and Firm Performance: The Dual Role of New Product Development Capabilities," Journal of the Academy of Marketing Science

Rubera Gaia and Tellis Gerard J. (2014), “Spinoffs versus Buyouts: Profitability of Alternate Routes for Commercializing Innovations”, Strategic Management Journal, 35(13): 2043-2052.

Ordanini Andrea, Parasuraman A., and Rubera Gaia (2014), “When the Recipe is More Important Than the Ingredients: A Qualitative Comparative Analysis (QCA) of Service Innovation Configurations”, Journal of Service Research, 17(2): 134-149.

Griffith David A., and Rubera Gaia (2014), “A Cross-Cultural Investigation of New
Product Strategies for Technological and Design Innovations,” Journal of International Marketing¸ 22(1): 5-20.

Rubera Gaia and Droge Cornelia (2013), “Technology Versus Design Innovation’s Effects on Sales and Tobin’s Q: The Moderating Role of Branding Strategy”, Journal of Product Innovation Management, 30(3): 448-464.

Rubera Gaia and Kirca Ahmet H. (2012), “Firm Innovativeness and its Performance Outcomes: A Meta-analytic Review and Theoretical Integration,” Journal of Marketing, 76(3): 130-147.

Rubera Gaia, Griffith David A., and Yalcinkaya, Goksel (2012), “Technological and Design Innovation Effects in Regional New Product Rollouts: A European Illustration”, Journal of Product Innovation Management, 30(3): 448-464

Rubera Gaia, Ordanini Andrea, and Calantone Roger (2012), “Whether to Integrate R&D and Marketing: The Effect of Firm Knowledge”, Journal of Product Innovation Management, 29(5): 766–783.

Calantone Roger and Rubera Gaia (2012), “When should RD&E and Marketing Collaborate? The Moderating Role of Exploration-Exploitation and Environmental Uncertainty”, Journal of Product Innovation Management, 29(1): 144-157.

Rubera Gaia, Ordanini Andrea, and Griffith David A. (2011), “Incorporating Cultural Values for Understanding the Influence of Perceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.” Journal of International Business Studies, 42(4): 459-476.

Eisingerich Andreas, Rubera Gaia, Seifert Matthias and Bhardwaj Gunjan (2011), “Doing Good and Doing Better despite Negative Information? The Role of Corporate Social Responsibility in Consumer Resistance to Negative Information”, Journal of Service Research, 14(1): 60- 75.

Rubera Gaia, Ordanini Andrea, and Mazursky David (2010), “Toward a Contingency View of New Product Creativity: Assessing the Interactive Effects of Consumers Characteristics”, Marketing Letters, 21(2): 191-206.

Eisingerich Andreas, Rubera Gaia, and Seifert Matthias (2009) “Managing Service Innovation and Interorganizational Relationships for Firm Performance: The Strength of Strong Relationships in Services”, Journal of Service Research, 11(4): 344-356.