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Associate Professor
Department of Marketing

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Courses a.y. 2019/2020


Courses previous a.y.

Biographical note

Born March 1st, 1971. Degree in Economics from Università degli Studi di Pavia (1995). PhD in Business Administration and Management from Università Bocconi (2001).

Academic CV

Researcher in Marketing. Visiting Scholar at Kellogg School of Management, Northwestern University, Chicago (2003), and Schulich School of Business, York University, Toronto (2008). Collaborates with the Marketing Division of SDA Bocconi School of Management. Director Msc in Marketing Management.

Research areas

Consumer Behavior. Symbolic Consumption. Kids marketing. Retailing. Business to Business Marketing and Communication.



Journal articles

  • "Street Art, Sweet Art? The reclamation of Public Place", (with Visconti L. M., Anderson L. e Sherry J. F. Jr), Journal of Consumer research, forthcoming October 2010
  • "Symbiotic Postures of Commercial Advertising and Street Art: Implications for Creativity, Symbiotic Postures of Commercial Advertising and Street Art: Implications for Creativity" (with Visconti L. M., Anderson L. e Sherry J. F. Jr), Journal of Advertising, forthcoming 2010
  • "Exploring Visitor Experiences at Trade Shows", (with Rinallo D., Golfetto F.), Journal of Business and Industrial Marketing, 2010, 25, 249-258
  • "Representing BtoB Reality in Case Study Research: New challenges and opportunities" (with Carù A., Cova B.), Industrial Marketing Management, 2010, 39, 1, 16-24
  • "American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research" (con Diamond N., Sherry J. F. Jr, Muniz A. Jr, McGrath M. A., Kozinets R. V.), Journal of Marketing, 2009, vol. 73, May, 118-134
  • "Why are themed brandstores so powerful? Retail brand ideology at American Girl Place", (with Diamond N., Kozinets R. V., McGrath M. A., Muniz A. Jr, e Sherry J. F. Jr) , Journal of Retailing, 2009, vol. 85, 3, 363-375
  • "L’attaccamento ai luoghi commerciali. Viaggio nelle esperienze quotidiane e straordinarie dei consumatori" (with Zaghi K.), Micro & Macro Marketing, 2007, 1, 73-83
  • "Opening the network: Bridging the IMP tradition and other research perspectives" (with Golfetto F., Salle R., Rinallo D.), Industrial Marketing Management, 2007, 36, 844-848
  • "Ongoing search among industrial buyers" (with Golfetto F., Rinallo D.), Journal of Business Research, 2006, 59, 1151-1159
  • "Breaking order and equilibrium to innovate", Journal of Knowledge Management, 2005, 9/4, 19-33
  • "Esperienzialità e riti nel b2b" (with Golfetto F., Rinallo D.),Micro & Macro Marketing, 2005, 3, 349-379
  • "Creatività e controllo organizzativo. Storia di un legame latente", Finanza, Marketing e Produzione 2002, 2, 31-53


  • European Advances in Consumer Research (with Otnes C., and McGrath M. A.) (eds) Association for Consumer Research, 2008, Vol. 8


  • Competere con il tempo. La formula delle imprese proattive, 2000, EGEA, Milano

Chapters in books

  • "Allomother as Image and Essence: Animating the American Girl Brand" (with Sherry J. F., Mcgrath M. A., Muniz A. Jr., Diamond N., and Kozinets R. V.) in J. F. Sherry, E. Fisher (eds.), Explorations in Consumer Culture Theory, London: Routledge, 2009, 137-149
  • "Co-creating Consumption Experiences: An Endless Innovation" (with Carù A.), in A. Carù e K. Tollin (eds.), Strategic Market Creation, Wiley & sons, 2008, 257-284
  • "Agents in Paradise. Experiential Co-Creation through Emplacement, Ritualization, and Community" (with Sherry J. F. Jr, Kozinets R. V.), in A. Carù e B. Cova, Consuming experiences, Abingdon, Oxfordshire: Routledge, 2007, 17-33