Gabriele Troilo
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 was Associate Dean of SDA Bocconi School of Management for the Open Market Division from 2017 to 2020 and Associate Dean for the Online Learning Division in 2020 and 2021.
Research interests
Strategic market creation, Big data marketing, Marketing knowledge management, Market innovation, Marketing in creative industries
Selected Publications
Digital affordances and artist identity in the musical industry. The case of Imogen Heap
New directions in art, fashion, and wine : sustainability, digitalization, and artification, 2023Do you really know the financial impacts of your digital transformation?
HARVARD BUSINESS REVIEW, 2023Digital transformation in the making: lessons from a large energy company
The PDMA handbook of innovation and new product development, 2023How and when do big data investments pay off? The role of marketing affordances and service innovation
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2021Linking data-rich environments with service innovation in incumbent firms: a conceptual framework and research propositions
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2017The dual mechanism of sales capabilities in influencing organizational performance
JOURNAL OF BUSINESS RESEARCH, 2016More innovation with less? A strategic contingency view of slack resources, information search and radical innovation
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2014Repurchase behavior in the performing arts: Do emotions matter without involvement?
PSYCHOLOGY & MARKETING, 2014Teaching
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