Laura Colm
Associate Professor of Practice
Biography
Laura Colm is an Associate Professor of Practice of Marketing and Sales at SDA Bocconi. Her research activities focus on B2B and industrial marketing, services marketing and service-based business models (e.g., solution selling, Everything-as-a-Service), as well as the interface of marketing and sales, and e-commerce and omnichannel strategies. She is Head of Core Team of SDA Bocconi’s Mobius Lab on user-centric, smart, and sustainable mobility, as well as a member of the Commercial Excellence Lab (CEL).
She authored articles, books, international book chapters, and teaching cases on these subjects. Her work has been published among others in the Journal of Marketing, Journal of Service Research, Harvard Business Review Italy, and the Italian Journal of Marketing (former Mercati e Competitività). Her latest book is “Forgiare il futuro – L’effectuation theory e il percorso imprenditoriale di Loccioni” (Egea, 2021).
In 2024 Laura won the Robert Lusch Early Career Research Award, presented by the American Marketing Association (AMA) and the American Marketing Association Foundation (AMAF), which aims to recognize a scholar who has published an article early in his/her career in an AMA journal, which pushes boundaries and introduces novel theories and/or conceptual frames to better understand consumers, markets, and marketing actions. In 2022 Laura was finalist and runner-up for the best dissertation award by AMA SERVSIG and in 2021 she won a teaching award at Bocconi University. In 2016 she won the ASFOR GSE Research/Greenleaf Publishing annual best case study award and in 2014 the Lyam Glynn research scholarship by AMA SERVSIG and Arizona State University.
She teaches courses with a main focus on e-commerce and omnichannel sales, digital marketing, services marketing, and qualitative research methods. She is adjunct professor at Università Bocconi and member of the AMA and the SIMktg (the Italian Marketing Society). Laura is an editorial review member for the Journal of Business Research and an ad hoc reviewer for the Journal of Service Research and Journal of Business Ethics.
Laura earned a Ph.D. in Marketing Management from the University of Stuttgart with highest honors, and an M.Sc. in Marketing Management, as well as a B.Sc. in Business Administration and Management from Università Bocconi.
Recent Publications
- 2025
Introducing Social Selling with Digital Lead Generation in B2B: The Gewiss SpA Case
COLM, L., I. M., P. GUENZI - "Introducing Social Selling with Digital Lead Generation in B2B: The Gewiss SpA Case" - 2025, The Case Centre, Great Britain - 2025
Commercial excellence. La scienza dietro l’arte dell’eccellenza commerciale
CAIOZZO, P., P. GUENZI, L. , I. M. COLM - "Commercial excellence. La scienza dietro l’arte dell’eccellenza commerciale" - 2025, McGraw-Hill, Italy - 2025
From cement to cloud: the future of construction is digital - Dal cemento al cloud: il futuro delle costruzioni è digitale
CAIOZZO, P., L. , I. M. COLM, "From cement to cloud: the future of construction is digital - Dal cemento al cloud: il futuro delle costruzioni è digitale", SDA Bocconi Insight, 8 September 2025 - 2025
The invisible power of technology in luxury - Il potere invisibile della tecnologia nel lusso
VERONESI, V., L. , I. M. COLM, B. MEDICI, S. GALLO, "The invisible power of technology in luxury - Il potere invisibile della tecnologia nel lusso", SDA Bocconi Insight, 10 November 2025 - 2024
II nuovo paradigma commerciale del Social Trade Marketing
COLM, L., I. M., S. PRESTINI, "II nuovo paradigma commerciale del Social Trade Marketing", Harvard Business Review Italia, March 2024, pp. 104-105 - 2024
La mobilità urbana nella prospettiva della Generazione Z
BORGHINI, S., A. CIRRINCIONE, L. , I. M. COLM, A. GAUR, B. MEDICI, F. SORBINO, "La mobilità urbana nella prospettiva della Generazione Z", Economia & Management, 2024, no. 2, pp. 87-96 - 2024
What Is the Metaverse for?
GAUR, A., L. , I. M. COLM, "What Is the Metaverse for?" in Blockchain, Metaverse, and Digital Payments., Aijaz A. Shaikh, Galimkair Mutanov, Heikki Karjaluoto (Eds.), Routledge, chap. 12, pp. 182-199, 2024 - 2024
A superhero in your pocket: the phenomenon of super apps from a technocultural perspective
BORGHINI, S., L. , I. M. COLM, L. R. Y. PAN, B. MEDICI, "A superhero in your pocket: the phenomenon of super apps from a technocultural perspective" in XXI SIM Conference: Brands and Purpose in a changing era, October 17-19, 2024, Milano, Italy - 2024
Strategie di marketing communication per e-bike premium made in Italy: Italmoto e le sfide della mobilità alternativa
BORGHINI, S., L. , I. M. COLM, B. MEDICI, "Strategie di marketing communication per e-bike premium made in Italy: Italmoto e le sfide della mobilità alternativa" in XXI SIM Conference: Brands and Purpose in a changing era, October 17-19, 2024, Milano, Italy - 2024
Avvicinarsi al mercato finale in ottica b2b2c grazie al social trade marketing: il caso Silhouette Italia
COLM, L., I. M., S. PRESTINI, "Avvicinarsi al mercato finale in ottica b2b2c grazie al social trade marketing: il caso Silhouette Italia" in XXI SIM Conference: Brands and Purpose in a changing era, October 17-19, 2024, Milano, Italy
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Grants & Honors
2024 Robert Lusch Early Career Research Award, AMA - American Marketing Association, 2024
Finalist and runner-up – Best dissertation award – AMA-SERVSIG (Services Special Interest Group), AMA - American Marketing Association, 2022
Teaching Award - Graduate School, Università Commerciale Luigi Bocconi, 2021
Best case study – ASFOR GSE Research/Greenleaf Publishing, 2016
Lyam Glynn research scholarship – AMA-SERVSIG (American Marketing Association - Services Special Interest Group) and Arizona State University, 2014
