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Associate Professor
Department of Marketing

Personal page

Courses a.y. 2016/2017


Biographical note

Degree in Business Administration from Bocconi University. PhD in Business Administration and Management from Bocconi University.

Academic CV

Associate Professor of Marketing.
Assistant Professor at Michigan State University (2008-2012).
Research Manager at the Center for Innovation at Marshall School of Business, University of Southern California (2007-2008).
Member of the Editorial Board of the Journal of the Academy of Marketing Science  and of Journal of International Marketing.

Research areas

Innovation and new product development. Strategic marketing. Creativity. Design innovation. Social media.

Selected publications

Rubera Gaia (2015),"Design Innovativeness and Product Sales’ Evolution”, Marketing Science, 34(1): 98-115.

Rubera Gaia, Chandrasekaran Deepa and Ordanini Andrea (Forthcoming),"Open Innovation, Product Portfolio Innovativeness and Firm Performance: The Dual Role of New Product Development Capabilities," Journal of the Academy of Marketing Science

Rubera Gaia and Tellis Gerard J. (2014), “Spinoffs versus Buyouts: Profitability of Alternate Routes for Commercializing Innovations”, Strategic Management Journal, 35(13): 2043-2052.

Ordanini Andrea, Parasuraman A., and Rubera Gaia (2014), “When the Recipe is More Important Than the Ingredients: A Qualitative Comparative Analysis (QCA) of Service Innovation Configurations”, Journal of Service Research, 17(2): 134-149.

Griffith David A., and Rubera Gaia (2014), “A Cross-Cultural Investigation of New
Product Strategies for Technological and Design Innovations,” Journal of International Marketing¸ 22(1): 5-20.

Rubera Gaia and Droge Cornelia (2013), “Technology Versus Design Innovation’s Effects on Sales and Tobin’s Q: The Moderating Role of Branding Strategy”, Journal of Product Innovation Management, 30(3): 448-464.

Rubera Gaia and Kirca Ahmet H. (2012), “Firm Innovativeness and its Performance Outcomes: A Meta-analytic Review and Theoretical Integration,” Journal of Marketing, 76(3): 130-147.

Rubera Gaia, Griffith David A., and Yalcinkaya, Goksel (2012), “Technological and Design Innovation Effects in Regional New Product Rollouts: A European Illustration”, Journal of Product Innovation Management, 30(3): 448-464

Rubera Gaia, Ordanini Andrea, and Calantone Roger (2012), “Whether to Integrate R&D and Marketing: The Effect of Firm Knowledge”, Journal of Product Innovation Management, 29(5): 766–783.

Calantone Roger and Rubera Gaia (2012), “When should RD&E and Marketing Collaborate? The Moderating Role of Exploration-Exploitation and Environmental Uncertainty”, Journal of Product Innovation Management, 29(1): 144-157.

Rubera Gaia, Ordanini Andrea, and Griffith David A. (2011), “Incorporating Cultural Values for Understanding the Influence of Perceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.” Journal of International Business Studies, 42(4): 459-476.

Eisingerich Andreas, Rubera Gaia, Seifert Matthias and Bhardwaj Gunjan (2011), “Doing Good and Doing Better despite Negative Information? The Role of Corporate Social Responsibility in Consumer Resistance to Negative Information”, Journal of Service Research, 14(1): 60- 75.

Rubera Gaia, Ordanini Andrea, and Mazursky David (2010), “Toward a Contingency View of New Product Creativity: Assessing the Interactive Effects of Consumers Characteristics”, Marketing Letters, 21(2): 191-206.

Eisingerich Andreas and Rubera Gaia (2010), “Drivers of Brand Commitment: A Cross National Investigation”, Journal of International Marketing, 18(2): 64-79.

Eisingerich Andreas, Rubera Gaia, and Seifert Matthias (2009) “Managing Service Innovation and Interorganizational Relationships for Firm Performance: The Strength of Strong Relationships in Services”, Journal of Service Research, 11(4): 344-356.