Facebook pixel
Foto sezione
Logo Bocconi


Associate Professor
Department of Marketing

Courses a.y. 2021/2022


Courses previous a.y.

Biographical note

Born in 1967. Degree in Business Administration from Università Bocconi (1990). PhD in Business Administration and Management from Università Bocconi (1996). Received International Teachers Program, London Business School (1998).

Academic CV

Associate Professor of Marketing at Università Bocconi. Associate Dean of the Open Programs & New Business Division of SDA Bocconi School of Management, where he also teaches Marketing in several executive and master programs.

Research areas

Strategic marketing, Market innovation, Marketing knowledge management. Marketing in creative industries. 



G. Troilo (2018), "Il customer insight management per la creazione di nuovi mercati", in AA.VV., Marketing. Una disciplina fantastica, Egea, Milano

G. Troilo, L. De Luca , P. Guenzi (2017), “Linking Data-Rich Environments with Service Innovation in Incumbent Firms: A Conceptual Framework and Research Propositions”, Journal of Product Innovation Management, 34, 5 

P. Guenzi, L. Sajtos, G. Troilo (2016), “The dual mechanism of sales capabilities in influencing organizational performance”, Journal of Business Research, 69, 9 

M. Addis, G. Troilo (2016), “Humanizing a superhero: an empirical test in the comic book industry”, International Business Research, 9, 11

G. Troilo, L. De Luca, K. Atuahene-Gima (2014), “More Innovation With Less? A Strategic Contingency View of Slack Resources, Information Search and Radical Innovation”, Journal of Product Innovation Management, 31, 2 

G. Troilo (2014), Marketing in creative industries. Value, expoerience and creativity, Palgrave, London

G. Troilo, C. Cito, I. Soscia (2014), “Repurchasing Behavior in the Performing Arts: Do Emotions Matter Without Involvement?”, Psychology & Marketing, 21, 8 

P. Guenzi, L. De Luca, G. Troilo (2011), “Organizational Drivers of Customer-Oriented Selling”, Journal of Personal Selling and Sales management, vol. 23 (3) 

P. Cillo, L. De Luca, G. Troilo (2010), “Market Information Approaches, Product Innovativeness, and Firm Performance: An Empirical Study in the Fashion Industry”, Research policy, 39

A. Joy, J.F. Sherry, G. Troilo, J. Deschenes (2010), “Re-thinking the relationship between self and other: Levinas and narratives of beautyfying the body”, Journal of Consumer Culture, vol. 10 (3) 

G. Troilo, L. De Luca, P. Guenzi (2009), “Dispersion of influence between Marketing and Sales: Its effects on superior customer value and market performance”, Industrial marketing management, December

P. Guenzi, G. Troilo (2007), "The joint contribution of Marketing and Sales to the creation of superior customer value", Journal of Business Research, January

A. Joy, J. Sherry, G. Troilo, J. Deschenes (2006), "Writing it up, writing it down: Being reflexive in accounts of consumer behaviour", in R.Belk (ed.), Handbook of Qualitative Research in Marketing, Edward Elgar, Cheltenham, UK

G. Troilo (2006), Marketing knowledge management. Managing knowledge in market oriented companies, Edward Elgar, Cheltenham, UK

P. Guenzi, G. Troilo (2006), "Developing marketing capabilities for customer value creation through Marketing-Sales integration", Industrial Marketing Management, September

C. Santoro, G. Troilo (2006), "The Drivers of Consumption Experience in Rock Concerts", in A. Carù, B. Cova, Consuming experiences, Routledge, London

G. Guerzoni, G. Troilo (2001, « Pour et contre le marketing », in L'avenir des musées, Louvre Conférences et colloques, Paris

S. Vicari, G. Troilo (2000),"Organizational Creativity: A New Perspective from Cognitive Systems Theory", in von Krogh G., Nonaka I., Nishiguchi T., Knowledge Creation. A Source of Value, MacMilllan, London

S. Vicari, G. Troilo (1998), "Errors and Learning in Organizations", in G. von Krogh, J. Roos, D. Klein (eds.), Knowing in the Firm: Understanding, Managing and Measuring Knowledge, Sage, London

G. Troilo (1998), "Collecting", in P. Earl (ed.), Compendium of Economics and Consumption Behavior, Lincoln University, Australia

G. Guerzoni, G. Troilo (1998), "Silk purses out of sows' ears: mass rarefaction of consumption and the emerging consumer-collector", in M. Bianchi (ed.), The Active Consumer, Routledge, London