Paola Cillo

SDA Professo of Marketing

paola.cillo@sdabocconi.it

Via Roentgen 1, room 4-E1-09 20136 MILANO

Tel +39 02-5836.6844/.6853

Fax +39 02-5836.6893

Curriculum Vitae

Degree in Business Administration, Bocconi University, Milan, 1996
Ph.D. in Management, Bocconi University, Milan, 2001

Academic position and/or Professional activities

Associate Professor of Management

Research Interests

- Innovation
- Creativity
- Innovation in symbolic industries

PUBLICATIONS

Books

• Cillo P., Verona G., 2009. “Lo Sviluppo di Nuovi Prodotti”. In Castaldo S., (Ed.) Marketing e Fiducia, Il Mulino, Bologna.
• Innovation and Market (in italian) – Carocci – Roma – 2004

 

Selected Articles

• Cillo P., De Luca L., Troilo G., 2010. “Market Information Approaches, Product Innovativeness, and Firm Performance. An Empirical Study in the Fashion Industry”, Research Policy, Vol.39:1242-1252
• Scopelliti I., Cillo P., Mazursky D., 2010. “Effects of Priming and Processing Fluency on the Evaluation of Design”. Advances in Consumer Research, Vol. 27.
• Cillo P., Verona G., 2010. Artista o Trendsetter? Il dilemma dell’innovatore nell’industria del lusso. Economia & Management, forthcoming
• Cillo P., Verona G., 2008. “Search Styles in Style Searching: Exploring Innovation Strategies in Fashion Firms”. Long Range Planning, December.
• Cappetta R., Cillo P., 2008. “Managing integrators where integration matters: Insights from symbolic industries”. International Journal of Human Resource Management, forthcoming.
• Busacca B., Cillo P., Mazursky D., 2008. “From Market Research to Creativity Templates. Managing tacit Knowledge for Ideation”. In Tollin K., Carù A., Strategic Market Creation: Realizing Radical Innovation from a marketing Perspective. John Wiley & Sons Ltd
• Cillo P., 2006. “The Role of Market Knowledge in Sustaining Innovation. Evidence from the Fashion Industry”. Sinergie, n.1.
• Cillo P., Verona G., Vicari S., 2007. “The Interlink Between Resources and Capabilities. Towards a Theoretical Frame for the Development of Dynamic Capabilities”. International Journal of Learning and Intellectual Capital, forthcoming.
• Cappetta R., Cillo P., Ponti A., 2006. “Convergent Designs in Fine Fashion: An Evolutionary Model for Stylistic Innovation”. Research Policy, November, Vol. 35: 1276-1290.
• Cillo P., 2005. “Fostering Market Knowledge Use in Innovation. The Role of Internal Brokers”. European Management Journal, August
• Vicari S., Cillo P., 2005. “Developing a Brokering Capacity within the Firm. The Enactment of Market Knowledge”. In Renzl B., Matzler K., Hinterhuber H., (eds.), The Future of Knowledge Management. Palgrave, London: pp. 184-204
• Vicari S., Cillo P., Verona G., 2005. “Creative Capability and Innovation. A Resource-Based Model”. Sinergie, June (in Italian)
• Cillo P., De Luca L., Mazursly D., Troilo G., 2005. “Market Orientation and Innovation in Creative Contexts: An Exploratory Study in the Fashion Industry”. Finanza, Marketing e Produzione, January, 1 (in Italian)
• Busacca B., Cillo P., 2004. “Marketing Priorities. A European Perspective”. Mercati e Competitività, n.0, 133-157 (in Italian)
• Cillo P., 2003. “Market learning capability: A framework to sustain innovation through market knowledge”. Finanza, Marketing e Produzione, 2. (in Italian)
• Cillo P., Troilo G., 2002. “The role of the sense of belongingness in the definition of industrial clusters: A methodological proposal”. Finanza, Marketing e Produzione, 1 (in Italian)
• Cappetta R., Cillo P., Ponti A., 2001. “Innovation in pret-à-porter: A Longitudinal analysis in Vogue Italia (1984-1999)”, Economia & Management, n.3: 85-94 (in Italian)
• Castaldo S., Cillo P., 2001. “Strategies to enhance trust resources in retailing: The role of loyalty cards”, Industria & Distribuzione, n.1: 33-44 (in Italian)
• Cillo P., Padula G., 2001. “Market orientation in business to business. The case of Alcantara”, Micro & Macro Marketing, n.1: 171-194 (in Italian)
• Castaldo S., Cillo P., 2000. “Trust-oriented marketing. The new frontier of loyalty management in retailing”, Economia & Management, n. 6: 73-89 (in Italian)
• Cillo P., Lanza A., 2000. “Building brand identity: The case of Diesel”, Micro & Macro Marketing, 1: 129-146 (in Italian)