EMANUELA PRANDELLI

Laureata in Economia Aziendale presso l'Università Bocconi con specializzazione in Marketing (1993). PhD in Economia aziendale e management presso l'Università Bocconi (2000).

Professore Associato, Dipartimento di Management & Technology, Università Bocconi, Direttore Accademico del Master CEMS-MIM e delegato degli affiliati di CRIOS, Center for Research on Innovation, Organization, and Strategy. E’ inoltre Senior Professor presso l’Area Marketing della SDA Bocconi, School of Management.

E’ stata Research Assistant alla Kellogg School of Management della Northwestern University (1998-1999), dove è tornata quale Visiting Professor nel 2001; Research Fellow presso il Management Department della St. Gallen University nel 1997 e Visiting Professor presso WU, Wirtschaftsuniversität Wien (Vienna University of Economics and Business) nel 2013.

User & Open Innovation, Impatto delle tecnologie digitali sul processo di innovazione; Web Marketing e commercio elettronico; Social Media Marketing; Fashion & Luxury Management; Management delle aziende editoriali.

• All that is Users Might not be Gold: Exploring Consumer Preferences for User-designed Products of Fashion Brands” (co-authors, Dahan D., Fuchs C., Schreier M.), Journal of Marketing, September 2013, pp. 75-91.
• Vantaggio Competitivo in Rete (coautore G. Verona), McGraw-Hill, Milano, 2011
• “The Psychological Effects of Empowerment Strategies on Consumers' Product Demand” (co-authors, Fuchs, C.; Schrier, M.), Journal of Marketing, January 2010, pp. 65-79
• Collaborating with Customers to Innovate: Conceiving and Marketing Products in the Network Age (coautori, M. Sawhney, G. Verona), Edward Elgar Publishing Ltd., Cheltenham, UK, 2008
• Web-based Product Development”, California Management Review, Summer 48 (4), 2006, pp. 109-135 (coautori G. Verona, D. Raccagni)
• “Innovation and virtual environments: towards virtual knowledge brokers”, Organization Studies, 27(6), 2006, pp. 765-788 (coautori M. Sawhney, G. Verona).
• “Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation”, Journal of Interactive Marketing,  2005, pp. 3-17  (coautori M. Sawhney, G. Verona).
• “Innomediation: Exploiting the Power of Mediated Innovation”, Sloan Management Review, Winter, 44 (2), 2003, pp. 77-82 (coautore M. Sawhney, G. Verona).
• Communities of Creation: Managing Distributed Innovation in Turbulent Markets”, California Management Review, 42 (4), Summer, 2000, pp. 24-54 (coautore M. Sawhney).