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Francesca Golfetto
Full Professor
Department of Marketing

Courses a.y. 2018/2019


Courses previous a.y.

Biographical note

Born October 4th, 1950. Degree in Economics and Management from the Università Ca' Foscari, Venice. Visiting Scholar at Oxford University.

Academic CV

Full Professor at Bocconi University. Previously she had taught at the Universities of Venezia and Torino. She has conducted research throughout Europe and was visiting professor at Oxford, Said Business School. Visiting researcher at University of Toronto. Currently she teaches competitive analysis and strategiec marketing in graduate and undergraduate programs at Bocconi University and in executive programs of the SDA Bocconi School of Management. She is Scientific Director of the Master of Marketing and Communication - MiMeC ( and Responsible of the Business Marketing and Media Division of the Centre for Research on Markets and Services at Bocconi University - CERMES ( She is a member of the scientific committees of various academic journals. She provides managerial consulting on strategy and marketing.

Research areas

Competition and business strategy. Strategic Marketing. Corporate assessment. Business Marketing and Networking. Market strategy. Marketing communications. Marketing Events and Trade shows.

Selected publications

Recent articles in referred journals

"Exploring the knowledge strategies of temporary cluster organizers: A longitudinal study of the EU fabric industry trade shows (1986-2006)" (co-author D. Rinallo), Economic Geography, issue 4, vol 87: 453-476, 2011; " The influence of occupational communities on buying behaviour" (co-authors D.Rinallo e S.Borghini), Industrial Marketing Management, forthcoming; "Exploring visitors experience at trade shows", Journal of Business and Industrial Management, Volume 25, Issue 4:249-258, 2010 ; "Opening the network: Bridging the IMP tradition and other research perspectives" Industrial Marketing Management (co-authors S.Borghini, D.Rinallo, R.Salle), 36 (7): 844-848, 2007; "Marketing of competence: Exploring the resouce-based content of value-for-customer through a case study analysis", (co-authors F. Zerbini, M. Gibbert), in Industrial Marketing Management, 36 (6): 784-798, 2007; "Ongoing Search among Industrial Buyers", (co-authors S. Borghini, D. Rinallo), in Journal of Business Research, 59:1151-1159, 2006.; "Marketing competencies and the sources of customer value in business markets", (co-authors M. Gibbert), in Industrial Marketing Management, 35 (8): 904-912, 2006; "What do we mean by marketing' resources and competencies?", (co-authors M. Gibbert, F. Zerbini), in Journal of Business Research, 59, 2006; "Representing markets: The shaping of fashion trends by French and Italian fabric companies" (co-author D. Rinallo), in Industrial Marketing Management, 35 (7): 856-869, 2006; "Consocia et impera: How French and Italian fabric producers cooperate to affirm the "dominant design" in the fashion industry" (co-authors D.Rinallo and M.Gibbert)  in Gibbert, M. & Durand, T. (eds) Strategic Networks, Blackwell Book Series, Oxford, 2006. "Competence-based Marketing", (co-author D. Mazursky), in Harvard Business Review, November 2004;

Recent Books and Reports

Trade Shows in the Globalizing Knowledge Economy, Oxford University  Press, 2014 (co-authors H. Bathelt and D. Rinallo), forthcoming; Creating and managing superior custom value (con A. Woodside and M. Gibbert), Advances in Business Marketing and Purchasing , Volume 14, Emerald, 2008;  Fiere e Comunicazione. Strumenti per le imprese e il territorio (Trade Shows and Communication: Tools for business and venues), Milano: Egea, 2004; Impresa e concorrenza nella Nuova Economia (Firm and competintion in the new economy), Milano: Egea, 2000; La nuova concorrenza. Contesti di interazione, strumenti di azione, approcci di analisi (The new competition: contexts, approaches and tools) co-author S. Podestà, Milano: Egea, 2000; Annual Report on the European Trade Fair Industry, CERMES Bocconi University, Published annually, from 1993 until present.