I am LVMH Associate Professor of Fashion & Luxury Management within the Department of Management & Technology of Bocconi University. I hold a Ph.D. in Management from Bocconi University and served as a Research Assistant at St.Gallen University and at the Research Center on Technology, Innovation, and eCommerce of the Kellogg School of Management, Northwestern University.
I have also been Visiting Professor at the same Kellogg School of Management and at WU Vienna University of Economics and Business. I am the Director of the Master in Fashion, Design, & Experience (MAFED) of SDA Bocconi School of Management and Senior Lecturer within the Marketing Department.
In 2021 I won the Research Excellence Awards from Bocconi University and the Best Management Book of the Year Award by Canova Club, with the book published in 2020 and entitled “Human digital enterprise. Creare e co-creare valore in un contesto omni-data”, co-author G. Verona.
My research focus regards customer engagement, co-creation, user and open innovation; digital strategy and omnichannel customer relationship management. I have a special interest in exploring these topics within the fashion and luxury industry.
In user's shoes: an experimental design on the role of perspective taking in discovering entrepreneurial opportunitiesJOURNAL OF BUSINESS VENTURING, 2016
Web-based Product InnovationCALIFORNIA MANAGEMENT REVIEW, 2006
Come la critica influenza le scelte di cambiamento delle imprese: un'analisi longitudinale sull'innovazione stilistica nel settore della modaFINANZA MARKETING E PRODUZIONE, 2012
Il ruolo del Web ai fini del coinvolgimento del cliente nei processi di innovazione: teoria e prassi a confrontoMICRO & MACRO MARKETING, 2003
Knowledge Management and the Emerging Organizational Models of Distributed Innovation: Towards a TaxonomyThe Future of Knowledge Management, 2005
Far leva sulla creatività dei consumatori per alimentare con continuità il processo innovativo: evidenze empiriche dal settore modaMarketing, una disciplina fantastica: omaggio a Enrico Valdani, 2018
Innovation in Symbolic Industries. The Influence of Critical Audience's Evaluations on Fashion Companies' BehaviorProdotto, consumatore e politiche di mercato quarant’anni dopo. Scritti in onore di Stefano Podestà, 2012
I teach innovation management (with a special focus on collaborative strategies, user and open innovation), digital strategy, fashion and luxury marketing and management, both at Bachelor and Master of Science Programs.
I also teach Marketing Management at the Executive Master in Marketing & Sales (EMMS), Digital Strategy and Marketing & CRM in Luxury at the Master in Business Administration (MBA), and Marketing Management and Customer Relationship Management & Digital Strategy at the Master in Fashion, Design and Experience (MAFED) of SDA Bocconi School of Management.