Facebook pixel
Info
Foto sezione
Logo Bocconi

EMANUELA PRANDELLI

EMANUELA PRANDELLI
Associate Professor
Department of Management and Technology

Courses a.y. 2023/2024

10372 CUSTOMER RELATIONSHIP MANAGEMENT
10380 MARKETING MANAGEMENT
10444 DIGITAL MARKETING
10453 MARKETING CREATIVITY AND INNOVATION
10840 DIGITAL STRATEGY
10984 ITALIAN EXCELLENCE
11251 FASHION MARKETING
12038 MADE IN ITALY WEEK
12259 MANAGING CRM IN A LUXURY OMNICHANNEL ENVIRONMENT
20557 FASHION & LUXURY MANAGEMENT
30014 GESTIONE DELLA TECNOLOGIA, DELL'INNOVAZIONE E DELLE OPERATIONS [TECHNOLOGY AND OPERATIONS]
30525 DIGITAL STRATEGY

Courses previous a.y.

I teach innovation management (with a special focus on collaborative strategies, user and open innovation), digital strategy, fashion and luxury marketing and management, both at Bachelor and Master of Science Programs.

I also teach Marketing Management at the Executive Master in Marketing & Sales (EMMS), Digital Strategy and Marketing & CRM in Luxury at the Master in Business Administration (MBA), and  Marketing Management and Customer Relationship Management & Digital Strategy at the Master in Fashion, Design and Experience (MAFED) of SDA Bocconi School of Management.


Biographical note

I am LVMH Associate Professor of Fashion & Luxury Management within the Department of Management & Technology of Bocconi University.  I hold a Ph.D. in Management from Bocconi University and served as a Research Assistant at St.Gallen University and at the Research Center on Technology, Innovation, and eCommerce of the Kellogg School of Management, Northwestern University.
I have also been Visiting Professor at the same Kellogg School of Management and at WU Vienna University of Economics and Business. I am the Director of the Master in Fashion, Design, & Experience (MAFED) of SDA Bocconi School of Management and Senior Lecturer within the Marketing Department.


About

In 2021 I won the Research Excellence Awards from Bocconi University and the Best Management Book of the Year Award by Canova Club, with the book published in 2020 and entitled “Human digital enterprise. Creare e co-creare valore in un contesto omni-data”, co-author G. Verona.


Research interests

My research focus regards customer engagement, co-creation, user and open innovation; digital strategy and omnichannel customer relationship management. I have a special interest in exploring these topics within the fashion and luxury industry.


Selected Publications

C. Page Moreau; Emanuela Prandelli; Martin Schreier; Silke Hieke
Customization in luxury brands: can Valentino get personal?
JOURNAL OF MARKETING RESEARCH, 2020

Cillo, Paola; Nunes, Joseph C.; Prandelli, Emanuela; Scopelliti, Irene
Changing style in style-changing Industries: the role of critics as gatekeepers in high-end fashion
ADVANCES IN STRATEGIC MANAGEMENT, 2021

Cillo, Paola; Coleman, Nicole; Dennis, Steven; Dreyfuss, Rebecca; Hieke, Silke; Kahn, Barbara; Mogil, Eric; Morrin, Maureen (mimi); Prandelli, Emanuela; Teplitz, Susan
Luxury customer experience and engagement. What is the impact of in-store technology?
Baker Retaling Centre, Working Paper Series, 2016

Prandelli, Emanuela; Pasquini, Martina; Verona, Gianmario
In user's shoes: an experimental design on the role of perspective taking in discovering entrepreneurial opportunities
JOURNAL OF BUSINESS VENTURING, 2016

Christoph Fuchs; Prandelli, Emanuela; Martin Schreier; Darren W. Dahl
All That Is Users Might Not Be Gold: How Labeling Products as UserDesigned Backfires in the Context of Luxury Fashion Brands
JOURNAL OF MARKETING, 2013

C. Fuchs; Prandelli, Emanuela; Schreier, Martin
The Psychological Effects of Empowerment Strategies on Consumers' Product Demand
JOURNAL OF MARKETING, 2010

U. Schultze; Prandelli, Emanuela; P. I. Salonen; M. Van Alstyne
Internet-Enabled Co-Production: Partnering or Competing with Customers?
COMMUNICATIONS OF AIS, 2007

Prandelli, Emanuela; Verona, Gianmario; Raccagni D.
Web-based Product Innovation
CALIFORNIA MANAGEMENT REVIEW, 2006

Verona, Gianmario; Prandelli, Emanuela; Sawhney M.
Innovation and Virtual Environments: Towards Virtual Knowledge Brokers
ORGANIZATION STUDIES, 2006

Sawhney M; Verona, Gianmario; Prandelli, Emanuela
Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation
JOURNAL OF INTERACTIVE MARKETING, 2005

Sawhney M; Prandelli, Emanuela; Verona, Gianmario
The Power of Innomediation
MIT SLOAN MANAGEMENT REVIEW, 2003

Verona G.; Prandelli E.
A dynamic model of customer loyalty to sustain competitive advantage on the web
EUROPEAN MANAGEMENT JOURNAL, 2002

Sawhney, M; Prandelli, E
Communities of creation: Managing distributed innovation in turbulent markets
CALIFORNIA MANAGEMENT REVIEW, 2000

Emanuela Prandelli; Gianmario Verona
Le cinque regole del business in Rete
ECONOMIA & MANAGEMENT, 2019

Prandelli, Emanuela
Big data e mercato: l’affare è servito
ECONOMIA & MANAGEMENT, 2016

Prandelli, Emanuela
Tecnologie digitali nelle maglie del business
ECONOMIA & MANAGEMENT, 2016

Cillo, Paola; Prandelli, Emanuela
Social CRM: quando i big data rafforzano i legami con i clienti
ECONOMIA & MANAGEMENT, 2015

Prandelli, Emanuela; Verona, Gianmario; Pasquini, Martina
Quando l'imprenditore assume la prospettiva del cliente. L’empatia aiuta a cogliere le opportunità di mercato.
ECONOMIA & MANAGEMENT, 2014


Verona, Gianmario; Prandelli, Emanuela; Sawhney, Mohanbir
Collaborare con i clienti per innovare
ECONOMIA & MANAGEMENT, 2008

Verona, Gianmario; Prandelli, Emanuela; Barbi E.
Il ruolo dei broker tecnologici: Un’analisi esplorativa.
ECONOMIA E POLITICA INDUSTRIALE, 2005

Prandelli, Emanuela; Verona, Gianmario; Raccagni, Deborah Carolina
Il ruolo del Web ai fini del coinvolgimento del cliente nei processi di innovazione: teoria e prassi a confronto
MICRO & MACRO MARKETING, 2003

Verona, Gianmario; Prandelli, Emanuela
La Rete e l’assorbimento della conoscenza del cliente per l’innovazione
ECONOMIA & MANAGEMENT, 2003


Prandelli, Emanuela; Verona G.
Affiliation o Lock-in? Strategie di marketing per competere in Internet
ECONOMIA & MANAGEMENT, 2001

Valdani, Enrico; Prandelli, Emanuela
Il profilo dell’utenza individuale Internet in Italia
ECONOMIA & MANAGEMENT, 2001






Prandelli Emanuela; Verona Gianmario
La nuova impresa digitale
2018

Prandelli, Emanuela; Verona, Gianmario
Marketing in rete. Oltre Internet verso il nuovo marketing.
2006



Prandelli, Emanuela; Verona, Gianmario
From Software to Hardware: The Changing Technology of Open Source
Advances in Strategy and Organization. Selected Papers from 'Second Tuesday' Seminars, 2012

Prandelli, Emanuela; Verona, Gianmario
“Co-developing New Products with Customers”
Strategic Market Creation: A New Perspective on Marketing and Innovation Management, 2008

Verona, Gianmario; Prandelli, Emanuela
“Collaborative Innovation: Web-based tools for customer involvement in new product development”
21st Century Management: A Reference Handbook (II volume), 2007

Prandelli, Emanuela; Sawhney M; Verona, Gianmario
Knowledge Management and the Emerging Organizational Models of Distributed Innovation: Towards a Taxonomy
The Future of Knowledge Management, 2005

Sawhney M; Prandelli, Emanuela
Beyond Customer Knowledge Management: Customers as Knowledge Co-Creators
Knowledge Management and Virtual Organization, 2000

Cillo, Paola; Prandelli, Emanuela
Far leva sulla creatività dei consumatori per alimentare con continuità il processo innovativo: evidenze empiriche dal settore moda
Marketing, una disciplina fantastica: omaggio a Enrico Valdani, 2018

Cillo, Paola; Prandelli, Emanuela
Innovation in Symbolic Industries. The Influence of Critical Audience's Evaluations on Fashion Companies' Behavior
Prodotto, consumatore e politiche di mercato quarant’anni dopo. Scritti in onore di Stefano Podestà, 2012

Prandelli, Emanuela; Verona, Gianmario
Il marketing digitale: dal marketing interattivo al marketing collaborativo.
Marketing e Fiducia, 2009

Prandelli, Emanuela; Verona, Gianmario
Reti virtuali e brokering di innovazione
Rileggere l'impresa. Relazioni, risorse e reti: un nuovo modello di management, 2007

Prandelli, Emanuela; Verona, Gianmario
La gestione delle comunità virtuali per lo sviluppo di relazioni e conoscenze
Vendite e Trade Marketing, 2005

Prandelli, Emanuela; Verona, Gianmario
I canali digitali
Vendite e Trade Marketing, 2005

Cillo P; Prandelli, Emanuela
La metamediazione: gestire le interazioni in un’economia virtuale
Il management nell’era della connessione., 2001