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SDA Professor of Practice
Department of Marketing

Courses a.y. 2021/2022

20125 CHANNEL MARKETING (Evoluzione del commercio, analisi e progettazione) / CHANNEL MARKETING (Trade evolution, analysis and planning)

Courses previous a.y.

Biographical note

Bachelor in Economics, Financial Markets and Institutions from Universit Bocconi (1998). PhD in Business Administration and Management from Universit Bocconi (2004).

Academic CV

Assistant Professor, Marketing Department, Bocconi University. SDA Professor, Marketing Department, SDABocconi. He served as Director of MSc in Event & Exhibition Management (Bocconi, 2006-2007 and 2007-2008). He was awarded with the Best 2007 Article by the "Mercati e Competitivit" review.

Research areas

Market knowledge processing and organizational cognition; Market knowledge processing and inter-organizational learning; Market signals transmission effects; Development of compound relationships in marketing; Trust and fairness in market relationships.


ARTICLES:  Premazzi K., Castaldo S., and Zerbini F., The Meaning(s) of Trust. A Content Analysis on the Diverse Conceptualizations of Trust in Scholarly Research on Business Relationships, accepted in Journal of Business Ethics (2010)  Castaldo S., Zerbini F., and Grosso M., Mediated category management: understanding how third parties enable integration between the manufacturer and the distributor", Industrial Marketing Management, 38, 946-959 (2009)  Jarach D., Zerbini F., and Miniero G. (2009), When legacy carriers converge with low-cost carriers: Exploring the fusion of European airline business models through a case-based analysis, Journal of Air Transport Management 15(6), 287-293 (B journal).  Zerbini F., Castaldo S., Stay in or get out the Janus? The maintenance of multiplex relationships between buyers and sellers, Industrial Marketing Management, 36 (7), 941-954 (2007)  Zerbini F., Golfetto F. and Gibbert M., Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis, Industrial Marketing Management, 36 (6), 784-798 (2007)  Cugini A., Car A., and Zerbini F., The Cost of Customer Satisfaction: A Framework for Strategic Cost Management in Service Industries, European Accounting Review, 16(3), 499-530 (2007)  Gibbert M., Golfetto F., and Zerbini F., What do we mean by marketingresources and competencies? A comment on Hooley, Greenley, Cadogan, and Fahey (JBR 2005), Journal of Business Research, 59, 148-151 (2006) BOOK CHAPTERS:  Castaldo S., Grosso M., Zerbini F., and Mllering G., (2010), Exploring How Third-Party Organizations Facilitate Coopetition Management in Buyer-Seller Relationships, in Coopetition Winning Strategies for the 21st Century, S. Yami, S. Castaldo, G. Dagnino, F. LeRoy eds., Edward Elgar, Chapter 7, pp.141-163.  Golfetto F., Zerbini F., and Gibbert M., Competence-Based Value Framing for Business-To-Business Customers, in Creating and Managing Superior Customer Value, A. Woodside, F. Golfetto, M. Gibbert, Emerald, 345-379 (2008)  Zerbini F., Supplying value to customers through innovation: a case study in B2B services, in Strategic Market Creation: A New Perspective on Marketing and Innovation Management, K. Tollin and A. Car eds., The Atrium, Southern Gate, Chichester: John Wiley & Sons, Ltd, 229-253 (2008)