Curriculum Vitae

Paolo Guenzi is SDA Professor of Marketing and Sales. Since January 2017, he is Marketing and Sales Faculty Deputy at SDA Bocconi School of Management. He is Associate Professor of Marketing at Bocconi Universitywhere he is responsible of the courses "Sales Management" and "Personal Selling", and where he also teaches sport marketing.

At SDA Bocconi, he was the Director of the Department of Marketing. He is one of the founders of the Commercial Excellence Lab at SDA Bocconi, Official Professor in the Executive MBA and in the Executive Master in marketing. He conducted research, training and consulting projects for some of the most important players in many business-to business and consumer markets.

His research activities focus on three main areas: sales management, relationship marketing and sport marketing. In particular, he concentrates on all managerial drivers of sales performance and commercial excellence, on the impact of sales leaders on team results and on marketing-sales relationships.

He is the author of about thirty scientific articles published in prestigious international academic journals such as Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, International Journal of Service Industries Management, Journal of Brand Management and Journal of Marketing Management. He is, also, the author of twenty chapters in domestic and foreign books, and fifteen articles on Italian scientific journals. His most recent books are Gestire le Vendite (Egea, 2015), Leading Teams (Wiley, 2013); Team Leadership (Egea, 2012); Sales Management: A Multinational Perspective, (Palgrave McMillan, 2011).He presented about fifty papers in international conferences subject to peer review, and had a blog on Harvard Business Review. He is the only Italian member of the Editorial Board of the Journal of Personal Selling&Sales Management. For many years, he was Chair of the Personal Selling track of Personal Selling & Sales Management in the European Marketing Conference. He taught in a dozen states and has been invited speaker in many international business schools, including Harvard, Columbia, London Business School, Cranfield, University College Dublin, Vlerick.

Paolo earned a Degree in Marketing and a Ph.D. in Business Economics both from Bocconi University. In 2006, he earned the ITP (International Teachers Programme) at IMD.

Publications

Books

  • The strategic building of a football club: the case of Interbrand and Shakhtar Donetsk (coaut. M. Ricca), in M. Desbordes, N. Chanavat e S. Chadwick’s (eds.) Routledge Handbook of Sports Marketing, Routledge, 38-50
  • Gestire le vendite (coaut. M.A Sisti, P.Caiozzo), Egea, 2015
  • Key accountization at Bosch Automotive Aftermarket (BAA) Italy: managing and implementing a strategic change, in D. Woodburn, K. Wilson (Eds), Handbook of Strategic Account Management, Wiley, 2014
  • “Sales Force”, Wiley Encyclopedia of Management, 3rd Edition (2014)
  • Leading teams: managerial lessons from sport coaches (coaut. D.Ruta), Wiley, 2013
  • “Venditing: chi ha ucciso il marketing?”, in “Scritti in onore di Stefano Podestà) (2013)
  • “Le metriche di orientamento al mercato” (coaut. L.De Luca), in “Marketing metrics” (a cura di E.Valdani e F.Ancarani), Egea, 2011
  • Sales Management, in “Marketing management” (a cura di E.Valdani), Egea, 2011
  • Sales Management: A Multinational Perspective (con S. Geiger, Editors), Palgrave McMillan, 2011
  • Team Leadership. Idee ed azioni tra sport e management (con D.Ruta), Egea, 2010
  • “Organizzazione e gestione della rete di vendita”, in “Marketing e fiducia” (a cura di S. Castaldo), Il Mulino, 2009
  • “La forza di vendita”, volume “Vendite” della collana Enciclopedia di Management, Università Bocconi Editore, 2006
  • “Organizzazione e gestione della rete di vendita”, volume “Vendite” della collana Enciclopedia di Management, Università Bocconi Editore, 2006
  • “Il contributo del personale commerciale al successo del punto vendita”, in Store Management: la gestione delle piattaforme relazionali (a cura di C.Mauri e S.Castaldo), Franco Angeli, Milano, 2005
  • “Musei, edutainment e marketing (coaut. E.Valdani), in Cultura in Gioco – Le nuove frontiere di musei, didattica e industria culturale nell’era dell’interattività (a cura di P.A. Valentino e L.M.R. Delli Quadri), Giunti Editore, Firenze, pp.148-164, 2004
  • La vendita relazionale, Etas, Milano, 2002
  • “Il marketing relazionale nel mercato radiofonico”, in Artwork&Network (a cura di S.Salvemini, G.Soda), EGEA, Milano, pagg. 245-280, 2001
  • Strategie e politiche di marketing nei parchi tematici (coaut. E. Valdani), EGEA, Milano, 1998

Articles in italian journals

  • Cosa pensano gli studenti di una carriera nelle vendite? (coaut. S.Ghaddar), Economia & Management (in corso di pubblicazione)
  • Quanto contano per i CEO le competenze commerciali? (coaut. S.Ghaddar), Economia & Management (in corso di pubblicazione)
  • Gestire con successo progetti di Sales Transformation: un modello di riferimento e alcuni casi pratici (coaut. M.Sisti, C.Cito), Economia & Management (in corso di pubblicazione)
  • Sogno o incubo? Marketing analytics e social media visti dai direttori marketing, (coaut. G. Troilo) Economia & Management Vol. 3, 55-61, 2015
  • “Competenze commerciali: cosa sono e come influenzano i risultati aziendali”, Economia & Management Vol. 4, 89-105, 2014
  • “Caso Unicredit: la valutazione della sponsorizzazione della UEFA Champions League” (coaut. S.Santini, D.Penna, D.Boni), Economia & Management Vol.2, 89-110, 2013
  • “L’integrazione fra marketing e vendite: barriere, meccanismi operative e risultati” (coaut. G.Troilo), Economia & Management Vol.2, 89-110, 2013
  • “L’innovazione nei sistemi di offerta delle società di calcio: dagli stadi alle strutture polifunzionali customer-based” (coaut. M.Pavan), Finanza, Marketing e Produzione anno 22 n°3, pagg.81-107, 2005
  • “Il contributo dei venditori alla soddisfazione del cliente: un’analisi nel mercato finanziario” (coaut. R.Becagli e R.Riccardi), in Micro&Macro Marketing anno 13, n° 2, pagg. 237-264, 2004
  • “L’efficacia del testimonial atleta nelle politiche pubblicitarie aziendali” (coaut. P.Borghini), in Micro&Macro Marketing anno 13, n° 3, pagg. 361-385, 2004
  • “Relazioni Interpersonali e Customer Loyalty. Il caso dei Fitness Club” (coaut. O.Pelloni), in Finanza, Marketing e Produzione anno 21 n°1, pagg. 119-141, 2004
  • “Analizzare e gestire la dealer satisfaction: un’analisi empirica nel mercato degli orologi” (coaut. S.Pizzoglio e R.Riccardi), Economia & Management n°4, pagg. 47-59, 2004
  • “I sistemi di controllo della forza di vendita”, Economia & Management n°1, pagg. 15-25, 2004
  • “Il ruolo della forza vendita nella generazione di fiducia del cliente. Un’indagine empirica nelle imprese italiane”, in Economia & Management n° 5, pagg.95-110, 2001
  • “Orientamento commerciale dell’impresa e attività svolte dai venditori: un’analisi esplorativa nelle imprese italiane”, Micro & Macro Marketing, anno 9, n°3, pagg.437-460, 2000
  • "La comunicazione di marketing nei parchi a tema: il caso Gardaland”, Micro & Macro Marketing, anno 7, n° 2, pagg.295-321, 1998
  • "Il marketing nel mercato radiofonico: il caso Radio Deejay" (coaut. S.Botti) ”, Micro & Macro Marketing, anno 6, n° 2, pagg. 321-343, 1997
  • "Un approccio marketing-oriented per la classificazione dei servizi per il tempo libero" (coaut. E.Valdani), Sinergie, n°41, pagg. 69-94, 1996
  • “Il caso Eurodisney”, Micro & Macro Marketing, anno 4, n° 1, pagg.135-144, 1995

Articles in international journals

  • The dual mechanism of sales capabilities in influencing organizational performance (with L. Sajtos, G. Troilo), Journal of Business Research Vol. 69, 3707-3713, 2016
  • The Combined Effect of Customer Perceptions about a Salesperson’s Adaptive Selling and Selling Orientation on Customer Trust in the Salesperson: A Contingency Perspective (with L.M. De Luca, R.Spiro), Journal of Business & Industrial Marketing Vol.31, 4, 553-564, 2016
  • The Organizational Implications of Implementing Key Account Management: A Case-based Examination (coaut. K. Storbacka), Industrial Marketing Management Vol. 45, 84-97, 2015
  • Guidelines for future research on KAM implementation (coaut. K. Storbacka), Industrial Marketing Management Vol. 45, 100, 2015
  • How salespeople see Organizational Citizenship Behaviors:  an exploratory study using the laddering technique (coaut. F. Panzeri), Journal of Business & Industrial Marketing Vol. 30, 2, 218 - 232
  • The Influence of Formal and Informal Sales Controls on Customer-directed Selling Behaviors and Sales Unit Effectiveness (coaut. A. Baldauf e N. Panagopoulos), Industrial Marketing Management Vol. 43, 786-800, 2014
  • How to use a sponsorship platform to support an international master brand strategy: The UniCredit UEFA Champions League Sponsorship (coaut. D. Penna), Journal of Brand Management Vol. 21, 2, 133–149, 2014
  • What can business leaders learn from sports leadership? (with D. Ruta), Strategic HR Review, Vol. 13;  1, 2014
  • Leading teams: Tools and Techniques for Successful Team Leadership from the Sports World, (coaut. D. Ruta), The European Business Review, September-October, p. 21-25, 2013
  • Organisational drivers of customer-oriented selling (coaut. L.De Luca e G.Troilo), Journal of Personal Selling & Sales Management,  Vol. 31, No. 3, p. 269-285, 2011
  • Internationalizing Sales Research: Current Status, Opportunities And Challenges (con N.Panagopoulos, N.Lee, E.Bolman Pullins, G.Avlonitis, P.Brassier, A.Humenberger, P.Kwiatek, T.Loe, E.Oksanen-Ylikoski, R.Peterson, B.Rogers, D.Weilbaker), Journal of Personal Selling & Sales Management,  Vol. 31, No. 3, p. 219-242, 2011
  • "Interpersonal trust in commercial relationships: antecedents and consequences of customer trust in the salesperson" (con L. Georges), European Journal of Marketing Vol. 44, No. 1/2, p. 114-138, 2010
  • “Dispersion of influence between Marketing and Sales: Its effects on superior customer value and market performance” (coaut. G.Troilo e L.De Luca), Industrial Marketing Management Vol.38, p.872-882, 2009
  • “The Impact of Strategic Account Managers’ Behaviors on Relational Outcomes: An Empirical Study” (coaut. L. Georges e C. Pardo), Industrial Marketing Management Vol.38, p.100-111, 2009
  • “Personal Loyalty Vs. Firm Loyalty? Exploring relational trade-offs in the presence of key employees: the case of radio DJ’s” (coaut. A.Arbore e A.Ordanini), Journal of Service Management Vol. 20, n° 3, p. 317-341, 2009
  • “An empirical investigation of the impact of relationship selling and LMX on salesforce’s behaviours and effectiveness” (coaut. N.Paparoidamis), European Journal of Marketing Vol.43, n°7/8, p.1053-1075, 2009
  • “A Comprehensive Model of Customer Trust in Two Retail Stores” (coaut. M.D. Johnson e S.Castaldo), Journal of Service Management Vol. 20, n° 3, p. 290-316, 2009
  • “The sales function in the 21st century: Where are we and where do we go from here?” (coaut. S. Geiger), European Journal of Marketing Vol.43, n°7/8, p.873-889, 2009
  • “The joint contribution of Marketing and Sales to the creation of superior customer value” (coaut. G. Troilo), Journal of Business Research, Vol.60, pagg.98-107, 2007
  • “Relational selling strategy and key account managers’ relational behaviors: an exploratory study” (coaut. C. Pardo and L. Georges), Industrial Marketing Management January 2007, Vol. 36, Issue 1, pagg. 121-133, 2007
  • “Sport marketing and Facility Management: From Stadiums to customer-based multipurpose Leisure Centers”, in Marketing and Football: an international perspective, M. Desbordes and G.Bolle (Eds.), Butterworth-Heinemann, 2006
  • “Developing marketing capabilities for customer value creation through Marketing-Sales integration” (coaut. G. Troilo), Industrial Marketing Management, November 2006, Vol. 35, Issue 8, pagg. 974-988, 2006
  • “The launch of new brands by professional soccer teams: The case of U.S. Lecce – Salento 12” (coaut. M. Nocco), International Journal of Sport Marketing & Sponsorship, May 2006, pagg. 251-266, 2006
  • “Sport marketing and Facility Management: From Stadiums to customer-based multipurpose Leisure Centers”, in Marketing and Football: an international perspective, M. Desbordes and G.Bolle (Eds.), Butterworth-Heinemann, pagg. 130-162, 2006
  • “Marketing du sport et management des installations”, in Marketing et Football: une perspective internationale (a cura di G.Bolle e M.Desbordes), Presses Universitaires du Sport, 2005
  • "The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to the Service Provider" (coaut. O.Pelloni), International Journal of Service Industry Management Volume 15, n° 4, pagg. 365-384, 2004
  • “Antecedents and Consequences of a Firm’s Selling Orientation”, in European Journal of Marketing Vol.37, n°5/6, pagg. 706-727, 2003
  • “Zur Typologisierung von Freizeitdienstleistungen: Ein kundenorientierter Ansatz” (coaut. E.Valdani, K.Matzler), in Erfolg durch Dienen? (a cura di H.Hinterhuber e H.Stahl), pagg. 244-263, 2002
  • “Sales Force Activities and Customer Trust”, in Journal of Marketing Management Vol.18, pagg. 749-778, 2002
  • “Marketing von Brand Parks” (coaut. E.Valdani), in IndustrieErlebnisWelten (a cura di H.Hinterhuber e H.Pechlaner), ESV, Berlino, Germania, pagg.155-193, 2001