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Faculty & Competence

Antonella Carù

  • SDA Professor of Marketing
antonella.caru@sdabocconi.it
Via Roentgen 1, room 4-C1-05
20136 MILANO
Tel +39 02-5836.3797/.6853
Fax +39 02-5836.6893

Curriculum Vitae

Degree in Business Economics (major: Administration and Control), Bocconi University, Milan, Italy, 1986.
Research Doctorate in Business Economics (V cycle) at Bocconi University, Milan, Italy, 1992.

Academic position and/or Professional activities
Full Professor at the Bocconi University, Milan, Economics and Business Administration.

Research Interests

  • Services Marketing
  • Art and Cultural Institutions’ management and marketing
  • Experiential marketing and consumption
  • Marketing performances

PUBLICATIONS

Books
  • Strategic Market Creation. A new Perspective on Marketing and Innovation Management (co-ed Tollin K.) Wiley, 2008
  • Consumo e marketing dei servizi, 2007, Egea, Milano
  • Consuming Experience, Routledge, 2007 (co-.editor Bernard Cova).
  • Marketing Mediterraneo: tra metafora e territorio, (Carù A. e Cova B., a cura di), Egea, 2006.
  • Marketing Mediterranée et Postmodernité (Carù A, Cova B. et Silva F. eds), Editions Euromed Marseille, 2005.
  • Valore per il cliente e controllo dei costi: una sfida possibile. La proposta di un approccio integrato per le imprese di servizi (coautore: Antonella Cugini), Egea, Milano, 2000.
  • Marketing e Progettazione dei servizi. Un percorso tra mercato e competenze, Utet, Torino, 1996.
  • Marketing delle imprese di assicurazione, Egea, Milano, 1994.

Articles
  • Un approccio duale al marketing esperienziale: divertimento e approfondimento nell’immersione (Co-authors B. Cova e L. Maltese), Mercati e Competitività, n. 4, 2008, pp. 17-40
  • "Representing BtoB Reality in Case Study Research: Challenges and new opportunities" Industrial Marketing Management (co-authors Borghini S., Cova B.), n. 39, n. 1, 2010 pp. 16–24
  • “Product-country images in the arts: a multi-country study” (co-authors d’Astous A., Voss Giraud Z., Colbert F., Carù A., Caldwell M., Courvoisier F.), “International Marketing Review”, vol. 25, n. 4, 2008, pp. 379-403.
  • “Small versus big stories in framing consumption experiences” Qualitative Market Research: An International Journal, (co-Author B. Cova), vol. 11, n. 2, 2008, pp. 166-176.
  • The cost of customer satisfaction: a framework for strategic cost management in service industries, European Accounting Review, (coautore A. Cugini e F. Zerbini), vol.16, n.3, 2007 pp.499-530.
  • "How to Facilitate Immersion in a Consumption Experience: Appropriation Operations and Service Elements” (Co-author B. Cova), Journal of Consumer Behaviour, 2006, Vol. 5, n. 1, pp. 4-14.
  • “Expériences de consommation et marketing expérientiel”, (coautore B. Cova), Revue Française de gestion, n. 162, 2006, pp. 99-113.
  • “Expériences de Marque: Comment Favoriser l’Immersion du Consommateur ?», (coautore B. Cova), Decision Marketing, n. 41, Janvier-Mars, 2006, pp.43-52.
  • “Moviegoers’ Use of Film Reviews in the Search for Information: A Multi-Country Study” (Co-authors d'Astous A., Koll O., Sigué S.P.) International Journal of Arts Management, Vol. 7, N° 3, Spring 2005, pp. 32-45.
  • “The Impact of Services Elements on the Artistic Experience - The Case of Classical Music Concerts” (Co-author B. Cova) International Journal of Arts Management. (Vol. 7, N° 2, Winter 2005, pp. 39-54.
  • "How Services Elements Wrap the Consumer’s Experience? The Case of Music Consumption at the Auditorium of Milan ", Finanza Marketing e Produzione, n. 2, 2004.
  • "Project Success: Lessons from the Andria Case", European Management Journal, 2004, Vol. 22, N°5, pp. 532-545 (coautori B. Cova e S. Pace). “Esperienza di consumo e marketing esperienziale: radici diverse e convergenze possibili”, (coautore B. Cova), Micro e Macro Marketing, n. 2, agosto 2003, pp. 187-211.
  • “An empirical approach of the aesthetic field of consumption experience”, (Co-author B. Cova), RAM-Recherce et Application en Marketing, Vol. 18, No. 2 2003, pp. 47-65.
  • “Revisiting Consumption Experience: A More Humble but Complete View of the Concept”, (Co-author B. Cova), Marketing Theory, Vol. 3 (2), 2003, pp. 259-278.
  • “Profitability and customer satisfaction in services. An integrated perspective between marketing and cost management analysis” (coautrice Antonella Cugini), International Journal of service Industry Management, Volume 10, Number 2, 1999
  • “Customer satisfaction: un punto di avvio per la re-ingenierizzazione dei processi di erogazione dei servizi pubblici”, (coautore Enrico Valdani), Impresa Pubblica, n. 3- 4 1997
  • “Il marketing assicurativo: dalla standardizzazione alla personalizzazione dell’offerta”, Micro & Macro Marketing, n. 2, agosto 1996
  • ”Il contributo del marketing dei servizi all’evoluzione degli studi di marketing”, Sinergie, n. 40, maggio-agosto, 1996

SDA Bocconi Activities

Executive Programs
 
Bocconi School of Management