Antonella Carù

Full Professor
Knowledge groupMarketing
Research domainsMarketing Management
Teaching domainsService Marketing, Customer Service Design, Marketing Management
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Carù

Biography

Antonella Carù is a Professor of Marketing Management at SDA Bocconi and Università Bocconi, where since 2022 she has served as Dean for Development and Alumni Relations. Previously she served as Dean of the Graduate School (2014-2022), as Dean of the Undergradate School (2012-2014), and as Director of the Master of Science in Marketing Management (2004-2012).

Her research interests are in the field of the marketing of services, consumer experience and in the marketing and management of arts and culture. She is also the author of various national and international publications.

She was a Visiting Professor at Copenhagen Business School (2010), the European School of Management ESCP in Paris (2003) and at Université Jean Moulin Lyon (1988); a Visiting scholar at Ecole des Hautes Etudes Commerciales – HEC, Montréal (2002). She regularly teaches in undergraduate, graduate, executive and MBA programs.

Chartered accountant, registered on the Register of Auditors, she has gained significant experience as board member of listed and unlisted companies.

She has developed advisory and research activities for industrial businesses, service companies and financial institutions.

 

Recent Publications

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  • 2024
    Value Co‐Creation in a Social Purpose Institution: The Case of the Dynamo Camp Art Factory—Between Art Therapy and Artification
    OSTILLIO, M. C., A. CARÙ, "Value Co‐Creation in a Social Purpose Institution: The Case of the Dynamo Camp Art Factory—Between Art Therapy and Artification", Journal of Philanthropy and Marketing, 2024, vol. 29, no. 4, pp. e1879
  • 2024
    Digital immersion in a Greek tomb: how a digital cultural experience can stimulate interest and development in a neighborhood. The case of Ipogeo dei Cristallini in Naples
    RURALE, A., A. CARÙ, S. MARTUSCELLI, "Digital immersion in a Greek tomb: how a digital cultural experience can stimulate interest and development in a neighborhood. The case of Ipogeo dei Cristallini in Naples" in AIMAC 2024 - 17th International Conference on Arts and Cultural Management, June 23-26, 2024, Lisbon, Portugal
  • 2023
    Embracing Diversity and Body Positivity: The Role of Marketing in Fashion Markets and Culture
    PRENESTINI, S., S. BORGHINI, A. CARÙ, "Embracing Diversity and Body Positivity: The Role of Marketing in Fashion Markets and Culture" in Marketing Fashion. Critical Perspectives on the Power of Fashion in Contemporary Culture., Karin M. Ekström (Ed.), Routledge, chap. 4, pp. 59-76, 2023
  • 2023
    Disruptive Audience Performance: The Extremes of the Duet Applauses/Boos
    CARÙ, A., B. COVA, Z. VOOS, "Disruptive Audience Performance: The Extremes of the Duet Applauses/Boos", International Journal of Arts Management, 2023, vol. 26, no. 1, pp. 72-81
  • 2022
    Nuove esperienze di consumo il caso FAI
    RURALE, A., A. CARÙ, P. MION DALLE CARBONARE, "Nuove esperienze di consumo il caso FAI", Economia & Management, 2022, no. 1, pp. 30-34
  • 2022
    L’esperienza di consumo nelle relazioni fra impresa e mercato
    CARÙ, A., "L’esperienza di consumo nelle relazioni fra impresa e mercato" in Innovazione e Management: Omaggio a Salvio Vicari., G. Bertoli, S. Castaldo, P. Cillo, G. Troilo, G. Verona (Eds.), Egea, pp. 219-226, 2022
  • 2022
    Benefici, bisogni e sistema d’offerta
    CIRRINCIONE, A., A. CARÙ, "Benefici, bisogni e sistema d’offerta" in Management delle Aziende Culturali - II Ed.., Fabrizio Montanari, Paola Dubini, Armando Cirrincione (Eds.), Egea, chap. 4, pp. 139-207, 2022
  • 2022
    Cultural Consumption and Covid-19: The Case of the Italian National Trust (FAI)
    CARÙ, A., P. MION DALLE CARBONARE, A. RURALE, "Cultural Consumption and Covid-19: The Case of the Italian National Trust (FAI)" in AIMAC 2022 - 16th International Conference on Arts and Cultural Management, June 24-29, 2022, Mexico City, Mexico
  • 2021
    The Impact of Technology on Visitor Immersion in Art Exhibitions: Evidence from the Modigliani Art Experience exhibition
    CARÙ, A., P. MION DALLE CARBONARE, M. C. OSTILLIO, C. PIANCATELLI, "The Impact of Technology on Visitor Immersion in Art Exhibitions: Evidence from the Modigliani Art Experience exhibition" in Digital Transformation in the Cultural and Creative Industries. Production, Consumption and Entrepreneurship in the Digital and Sharing Economy., Marta Massi, Marilena Vecco, Yi Lin (Eds.), Routledge, chap. 2, pp. 13-31, 2021
  • 2021
    Capire il fruitore delle arti. L’errore di sottovalutazione della Customer Experience
    CARÙ, A., M. CUADRADO, "Capire il fruitore delle arti. L’errore di sottovalutazione della Customer Experience" in Il Valore della Cultura : 22 Esperti per nuove Strategie., M. Addis, A. Rurale (Eds.), Skira Editore, pp. 245-270, 2021

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Grants & Honors

  • Best Paper in Marketing Award, XII International Conference on Arts and Cultural Management, AIMAC - The International Association of Arts and Cultural Management, 2013

  • Teaching Award, Electives Courses (a.a. 2006-07), Università Commerciale Luigi Bocconi, 2007

  • Research Award, Università Commerciale Luigi Bocconi, 2001