Sara Valentini

Associate Professor
Knowledge groupMarketing
Research domainsMarketing Management
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Sara Valentini

Biography

Sara Valentini is Associate Professor of Marketing at Bocconi University. After graduating with honors in Statistics and earning a PhD in Management from the University of Bologna, she gained international experience as a visiting scholar at the Tuck School of Business, Dartmouth College.

Her research focuses on measuring the effectiveness of marketing actions and customer profitability, with particular attention to multichannel marketing, customer relationship management (CRM), and the role of the customer journey. In recent years, she has also explored product returns, customer data acquisition, and the impact of earned media.

She has published in leading international journals such as the Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science, and Journal of Retailing. Her work has received recognition, including being a finalist for the 2020 Davidson Award.

At Bocconi, she coordinates the PhD in Marketing curriculum and promotes international scientific initiatives, including the Customer Journeys in a Digital World conference.

Recent Publications

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  • 2025
    The Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in?
    D’ASSERGIO, C., P. MANCHANDA, E. MONTAGUTI, S. VALENTINI, "The Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in?", Journal of Marketing, 2025, vol. 89, no. 3, pp. 36-59
  • 2025
    Il mercato alimentare italiano: comunicare la sostenibilità attraverso il packaging - Green Messaging in Italian Grocery: Communicating Sustainability Through Packaging
    BRANCA, G., Q. SHI, S. VALENTINI, "Il mercato alimentare italiano: comunicare la sostenibilità attraverso il packaging - Green Messaging in Italian Grocery: Communicating Sustainability Through Packaging", Economia & Management, 2025, no. 3, pp. 15-22
  • 2025
    Un quadro strategico per l’azione: l’impatto comportamentale delle mobilitazioni climatiche - Mobilization and Behavioral Impact: A Strategic Framework for Climate Action
    SHI, Q., S. VALENTINI, L. ZHOU, "Un quadro strategico per l’azione: l’impatto comportamentale delle mobilitazioni climatiche - Mobilization and Behavioral Impact: A Strategic Framework for Climate Action", Economia & Management, 2025, no. 3, pp. 23-33
  • 2023
    Content That Engages Your Customers: The Role of Brand Congruity and Promotions in Social Media
    MONTAGUTI, E., S. VALENTINI, F. VECCHIONI, "Content That Engages Your Customers: The Role of Brand Congruity and Promotions in Social Media", Journal of Interactive Marketing, 2023, vol. 58, no. 1, pp. 16-33
  • 2022
    The Role of Marketing Activities and Searching Behavior Driving New Users Toward Acquisition
    FREITAS, C., E. MONTAGUTI, S. VALENTINI, "The Role of Marketing Activities and Searching Behavior Driving New Users Toward Acquisition" in EMAC Annual Conference, May 24-27, 2022, Budapest, Hungary
  • 2021
    How Do Firms Ask for Consumers’ Data Permission? The Value of Companies Data Practices
    D'ASSERGIO, C., P. MANCHANDA, E. MONTAGUTI, S. VALENTINI, "How Do Firms Ask for Consumers’ Data Permission? The Value of Companies Data Practices" in EMAC Annual Conference, May 25-28, 2021, Madrid, Spain
  • 2021
    What Drives Channel Choice in Multichannel Customer Journeys: A Meta-Analysis
    FREITAS, C., U. KONUS, S. VALENTINI, "What Drives Channel Choice in Multichannel Customer Journeys: A Meta-Analysis" in EMAC Annual Conference, May 25-28, 2021, Madrid, Spain
  • 2020
    Identifying omnichannel deal prone segments, their antecedents, and their consequences
    VALENTINI, S., S. A. NESLIN, E. MONTAGUTI, "Identifying omnichannel deal prone segments, their antecedents, and their consequences", Journal of Retailing, 2020, vol. 96, no. 3, pp. 310-327
  • 2020
    Customers’ emotions in service failure and recovery: a meta-analysis
    VALENTINI, S., C. ORSINGHER, A. POLYAKOVA, "Customers’ emotions in service failure and recovery: a meta-analysis", Marketing Letters, 2020, vol. 31, no. 2-3, pp. 199-216
  • 2020
    The Race for Data: Who Gained from Re-permission E-mails in the Enforcement of GDPR
    D'ASSERGIO, C., P. MANCHANDA, E. MONTAGUTI, S. VALENTINI, "The Race for Data: Who Gained from Re-permission E-mails in the Enforcement of GDPR" in NYU-Temple-CMU 2020 AIML Conference on Artificial Intelligence, Machine Learning, and Business Analytics, December 10-11, 2020, (online)

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Grants & Honors

  • Davidson Award (Second Runner Up) for the Best Paper published in 2020, Journal of Retailing, 2021