Courses a.y. 2020/2021
11726 MARKETING ANALYTICS
11959 SOCIAL MEDIA MARKETING
20543 SOCIAL MEDIA MARKETING
20593 INNOVATION AND MARKETING ANALYTICS
20600 DEEP LEARNING FOR COMPUTER VISION
20683 PYTHON PREPARATORY COURSE
40987 ADVANCED MARKETING RESEARCH
Degree in Business Administration from Bocconi University. PhD in Business Administration and Management from Bocconi University.
Full Professor of Marketing.
Associate Professor of Marketing (2012-2107).
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.
Business Analytics. Social media marketing. Innovation and new product development. Strategic marketing. Design innovation. Creativity
Cillo Paola, Griffith David A., and Rubera Gaia (Forthcoming), "The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors' Culture, Journal of Marketing.
Rubera Gaia and Kirca Ahmet J. (2017), “You Gotta Serve Somebody: The Effects of Firm Innovation on Customer Satisfaction and Firm Value”, Journal of the Academy of Marketing Science, 45(5): 741-761
Rubera Gaia (2015),"Design Innovativeness and Product Sales’ Evolution”, Marketing Science, 34(1): 98-115.
Rubera Gaia, Chandrasekaran Deepa and Ordanini Andrea (2016),"Open Innovation, Product Portfolio Innovativeness and Firm Performance: The Dual Role of New Product Development Capabilities," Journal of the Academy of Marketing Science, , 44(2): 166-184
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, 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.