Foto sezione
Logo Bocconi


Professore Associato
Dipartimento di Marketing

Insegnamenti a.a. 2020/2021


Insegnamenti a.a. precedenti

Note biografiche

Nato nel 1967. Laureato in Economia aziendale presso l'Università Bocconi nel 1990. Dottore di ricerca in Economia aziendale presso l'Università Bocconi nel 1996. Diploma di ITP presso la London Business School nel 1998.

Curriculum Accademico

Professore associato di Marketing presso l'Università Bocconi. Associate Dean per la Divisione Open Programs & New Business della SDA Bocconi School of Managament, dove insegna Marketing in vari programmi executive e master.

Aree di interesse scientifico

Marketing strategico, Market innovation, Marketing knowledge management. Marketing dei beni artistici e culturali.



G. Troilo (2018), "Il customer insight management per la creazione di nuovi mercati", in AA.VV., Marketing. Una disciplina fantastica, Egea, Milano

G. Troilo, L. De Luca , P. Guenzi (2017), “Linking Data-Rich Environments with Service Innovation in Incumbent Firms: A Conceptual Framework and Research Propositions”, Journal of Product Innovation Management, 34, 5 

P. Guenzi, L. Sajtos, G. Troilo (2016), “The dual mechanism of sales capabilities in influencing organizational performance”, Journal of Business Research, 69, 9 

M. Addis, G. Troilo (2016), “Humanizing a superhero: an empirical test in the comic book industry”, International Business Research, 9, 11

G. Troilo, L. De Luca, K. Atuahene-Gima (2014), “More Innovation With Less? A Strategic Contingency View of Slack Resources, Information Search and Radical Innovation”, Journal of Product Innovation Management, 31, 2 

G. Troilo (2014), Marketing in creative industries. Value, expoerience and creativity, Palgrave, London

G. Troilo (2014), Marketing nei settori creativi. Generare valore tramite l'esperienza della creatività, Pearson, Milano

G. Troilo, C. Cito, I. Soscia (2014), “Repurchasing Behavior in the Performing Arts: Do Emotions Matter Without Involvement?”, Psychology & Marketing, 21, 8 

P. Guenzi, L. De Luca, G. Troilo (2011), “Organizational Drivers of Customer-Oriented Selling”, Journal of Personal Selling and Sales management, vol. 23 (3) 

P. Cillo, L. De Luca, G. Troilo (2010), “Market Information Approaches, Product Innovativeness, and Firm Performance: An Empirical Study in the Fashion Industry”, Research policy, 39

A. Joy, J.F. Sherry, G. Troilo, J. Deschenes (2010), “Re-thinking the relationship between self and other: Levinas and narratives of beautyfying the body”, Journal of Consumer Culture, vol. 10 (3)

G. Troilo, L. De Luca, P. Guenzi (2009), “Dispersion of influence between Marketing and Sales: Its effects on superior customer value and market performance”, Industrial marketing management, December 

P. Guenzi, G. Troilo (2007), "The joint contribution of Marketing and Sales to the creation of superior custome value", Journal of Business Research, January

A. Joy, J. Sherry, G. Troilo, J. Deschenes (2006), "Writing up, writing down: Being reflexive in accounts of consumer behaviour", in R. Belk (Ed.), Handobook of Qualitative Research in Marketing, Edward Elgar, Cheltenham, UK

G. Troilo (2006), Marketing knowledge management. Managing Knowledge in market  oriented companies, Edward Elgar, Cheltenham, UK

P. Guenzi, G. Troilo (2006), "Developing marketing capabilities for customer value creation through Marketing-Sales integration", Industrial Marketing Management, September

C. Santoro, G. Troilo (2006), " The Drivers of Consumption Experience in Rock Concerts", in A. Carù, B. Cova, Consuming Experiences, Routledge, London

G. Guerzoni, G. Troilo (2001), "Pour et contre le marketing", in L'avenir des Musées, Louvre Conférences et Colloques, Paris

S. Vicari, G. Troilo (2000), "Organizational Creativity: a New Perspective from Cognitive Systems Theory", in G. Von Krogh, I. Nonaka, T. Nishiguchi, Knowledge Creation. A source of Value, MacMillan,

S. Vicari, G. Troilo (1998), "Errors and Learning in Organizations", in G. Von Krogh, J.Roos, D. Klein (Eds.), Knowing in the Firm: Understaning  Managing and Measuring Knowledge, Sage, London

G. Troilo (1998), "Collecting", in P. Earl (Ed.), Compendium of Economics and Consumption Behaviour, Lincoln University, Australia

G. Guerzoni, G. Troilo (1998), "Silk purses out of sows' ears: mass rarefaction of consumption and the emerging consumer-collector", in M. Bianchi (Ed.), The Active Consumer, Routledge, London