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SDA Professor of Practice
Dipartimento di Marketing

Insegnamenti a.a. 2021/2022

20125 CHANNEL MARKETING (Evoluzione del commercio, analisi e progettazione) / CHANNEL MARKETING (Trade evolution, analysis and planning)

Insegnamenti a.a. precedenti

Note biografiche

Laureato in Economia delle istituzioni e dei mercati finanziari presso l'Universit Bocconi (1998). PhD in Economia aziendale e management presso l'Universit Bocconi (2004).

Curriculum Accademico

Assistant Professor presso il Dipartimento di Marketing. SDA Professor presso l'Area Marketing della SDA Bocconi. E' stato Direttore del Master in Event & Exhibition Management (Universit Bocconi, 2006-2007, 2007-2008). Ha conseguito il premio Miglior Articolo 2007 sulla rivista "Mercati e Competitivit".

Aree di interesse scientifico

Market knowledge processing and organizational cognition; Market knowledge processing and inter-organizational learning; Market signals transmission effects; Development of compound relationships in marketing; Trust and fairness in market relationships.


ARTICLES:  Premazzi K., Castaldo S., and Zerbini F., The Meaning(s) of Trust. A Content Analysis on the Diverse Conceptualizations of Trust in Scholarly Research on Business Relationships, accepted in Journal of Business Ethics (2010)  Castaldo S., Zerbini F., and Grosso M., Mediated category management: understanding how third parties enable integration between the manufacturer and the distributor", Industrial Marketing Management, 38, 946-959 (2009)  Jarach D., Zerbini F., and Miniero G. (2009), When legacy carriers converge with low-cost carriers: Exploring the fusion of European airline business models through a case-based analysis, Journal of Air Transport Management 15(6), 287-293 (B journal).  Zerbini F., Castaldo S., Stay in or get out the Janus? The maintenance of multiplex relationships between buyers and sellers, Industrial Marketing Management, 36 (7), 941-954 (2007)  Zerbini F., Golfetto F. and Gibbert M., Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis, Industrial Marketing Management, 36 (6), 784-798 (2007)  Cugini A., Car A., and Zerbini F., The Cost of Customer Satisfaction: A Framework for Strategic Cost Management in Service Industries, European Accounting Review, 16(3), 499-530 (2007)  Gibbert M., Golfetto F., and Zerbini F., What do we mean by marketingresources and competencies? A comment on Hooley, Greenley, Cadogan, and Fahey (JBR 2005), Journal of Business Research, 59, 148-151 (2006) BOOK CHAPTERS:  Castaldo S., Grosso M., Zerbini F., and Mllering G., (2010), Exploring How Third-Party Organizations Facilitate Coopetition Management in Buyer-Seller Relationships, in Coopetition Winning Strategies for the 21st Century, S. Yami, S. Castaldo, G. Dagnino, F. LeRoy eds., Edward Elgar, Chapter 7, pp.141-163.  Golfetto F., Zerbini F., and Gibbert M., Competence-Based Value Framing for Business-To-Business Customers, in Creating and Managing Superior Customer Value, A. Woodside, F. Golfetto, M. Gibbert, Emerald, 345-379 (2008)  Zerbini F., Supplying value to customers through innovation: a case study in B2B services, in Strategic Market Creation: A New Perspective on Marketing and Innovation Management, K. Tollin and A. Car eds., The Atrium, Southern Gate, Chichester: John Wiley & Sons, Ltd, 229-253 (2008)