Courses a.y. 2022/2023
20723 MARKETING ANALYTICS
20809 TWO-SIDED MARKETS IN ENTERTAINMENT: THE CASE OF MUSIC
40181 MARKETING THEORY
Courses previous a.y.
I am a Full Professor in the Department of Marketing at Bocconi University. Since 2017, I have been holding the BNP Paribas permanent Chair in Marketing & Service Analytics. I visited the London School of Economics and Political Sciences in 1997 and the University of California at Irvine in 2003 and 2006. I served as the Chair of the Department of Marketing between 2013 and 2019.
My teaching activity involves undergraduate, graduate, PhD, and executive classes. I believe transferring knowledge to (and learning from) new generations is a fundamental activity of any academic scholar.
From the substantial standpoint, my research interests include services marketing, consumption of cultural goods (e.g., music), and business-to-business marketing. From the method standpoint, my research uses both quantitative field studies and qualitative conceptual investigations. Sometimes I try to use both in combination, in mixed-method designs.
The concept of authenticity: what it means to consumers
JOURNAL OF MARKETING, 2021
Modeling dynamics in crowdfunding
MARKETING SCIENCE, 2020
Dynamic governance matching in solution development
JOURNAL OF MARKETING, 2020
The featuring phenomenon in music: how combining artists of different genres increases a song’s popularity
MARKETING LETTERS, 2018
When service customers do not consume in isolation: a typology of customer copresence influence modes (CCIMs)
JOURNAL OF SERVICE RESEARCH, 2017
What wins awards is not always what I buy: how creative control affects authenticity and thus recognition (but not liking)
THE JOURNAL OF CONSUMER RESEARCH, 2016