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GABRIELE TROILO

GABRIELE TROILO
Associate Professor
Department of Marketing

Courses a.y. 2022/2023

10380 MARKETING MANAGEMENT
10442 BRAND MANAGEMENT
11734 MARKETING WEEK
30277 MARKETING NEI SETTORI CREATIVI / MARKETING IN CREATIVE INDUSTRIES

Courses previous a.y.

Biographical note

I got my PhD at Bocconi University and my International Teachers Programme at London Business School. I have been Visiting Professor at Universidad Autònoma de Barcelona and Ecole Superiore du Commerce de Paris (ESCP-EAP) and Visiting Scholar at Cardiff Business School and Georgia Institute of Technology.

I was Vice President of the European Marketing Academy from 2006 to 2012. Today I am a Fellow of the same association. I am Associate Dean of SDA Bocconi School of Management for the Online Learning Division.


Research interests

Strategic market creation, Big data marketing, Marketing knowledge management, Market innovation, Marketing in creative industries


Selected Publications

De Luca, Luigi M.; Herhausen, Dennis; Troilo, Gabriele; Rossi, Andrea
How and when do big data investments pay off? The role of marketing affordances and service innovation
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2021

Troilo, Gabriele; De Luca, Luigi M.; Guenzi, Paolo
Linking data-rich environments with service innovation in incumbent firms: a conceptual framework and research propositions
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2017

Guenzi, Paolo; Sajtos, Laszlo; Troilo, Gabriele
The dual mechanism of sales capabilities in influencing organizational performance
JOURNAL OF BUSINESS RESEARCH, 2016

Troilo, Gabriele; L. M. De Luca; K. Atuahene Gima
More innovation with less? A strategic contingency view of slack resources, information search and radical innovation
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2014

Troilo, Gabriele; M. C. Cito; I. Soscia
Repurchase behavior in the performing arts: Do emotions matter without involvement?
PSYCHOLOGY & MARKETING, 2014