CEL

Commercial Excellence LAB

CEL - Commercial Excellence LAB

	Laura Colm e Andrea Ordanini (2021) Forgiare il Futuro: l’Effectuation Theory e il Percorso Imprenditoriale di Loccioni		Guenzi Paolo, Sisti Marco Aurelio, Caiozzo Paola (2020) Gestire le vendite. L'eccellenza nel sales management, EGEA
	Guenzi Paolo (2020) Trasformazione Digitale Delle Vendite (La) Innovare Strategie E Processi Commerciali Con Le Tecnologie, Egea		Guenzi Paolo, Sisti Marco Aurelio, Caiozzo Paola (2018) Gestire le vendite - Collana "Le Economie", Corriere Della Sera
	Sisti Marco Aurelio, Guenzi Paolo, Caiozzo Paola (2015) Gestire le vendite - L'eccellenza nel sales management		Guenzi Paolo, Dino Ruta (2013) Leading teams: Tools and Techniques for Successful Team Leadership from the Sport World
	Guenzi Paolo, Geiger Susi (2011) Sales Management A multinational perspective		Guenzi Paolo, Dino Ruta (2010) Team Leadership - Idee e azioni tra sport e management

Research Papers Presented in International Academic Meetings

2018

Digital & Social Selling Index: an empirical investigation into its nature, antecedents and consequences (coaut. S.Ghaddar), Proceedings of the 12th annual GSSI Conference, Vienna, June 5-8 2018

2017

How students perceive salespeople and the sales job (coaut. P. Caiozzo, M.C. Cito, S.Ghaddar, G. Miniero, Proceedings of the 11th annual GSSI Conference, Mauritius, June 6-9 2017
How Sales Organization Capabilities Affect the Simultaneous Pursuit of Customer Acquisition and Retention (coaut. M. van den Borgh, E.Nijssen), The Thought Leadership on the Sales Profession Conference, Hec Paris, France, May30-June 1 2017

2016

"The Organizational Impact of Big Data Marketing on Service Innovation" (coaut. L.M. DeLuca, G. Troilo), Proceedings of the JPIM-MSI Research Workshop, Knoxville, Tennessee, USA, June 8-10 2016
The impact of Sales Force Management Capabilities and Personal Selling Capability on Performance (coaut. L.Sajtos, G.Troilo), Proceedings of the 45th EMAC Conference, Oslo, Norway, May 24-27 2016

2015

Which Competencies for Successful Commercial Executives: Are we Missing the Real Points? (coaut. P. Caiozzo, G.Troilo), Proceedings of the 44th EMAC Conference, Leuven, Belgium, May 26-29 2015

Articles and Publications

Articles

2019

Marco Aurelio Sisti
Il Commercial Excellence Lab 2019
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Marco Aurelio Sisti
Strategie di vendita: c’è posto per il digitale
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Andrea Biondi - IlSole24Ore
I venditori scontano il ritardo nel digitale – Evidenze dalla ricerca del CEL SDA Bocconi
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2017

Marco Aurelio Sisti
Commercial excellence e le sfide per le imprese
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Sarah Ghaddar, Paolo Guenzi
Sales Enablement. Tecnologie e contenuti a supporto dell'attività di vendita
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Paolo Guenzi
L'umorismo del Sales Leaders per gestire il lato oscuro nelle vendite
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2016

Davis Jarach - Ideas of Management
Pricing 4.0: la logica delle ancillary sales per l'incremento dei margini
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2015

Paolo Guenzi - Ideas of Management
Le tre spine dei Sales Manager
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Marco Aurelio Sisti, Paolo Guenzi, Paola Caiozzo - Ideas of Management
L'eccellenza nel Sales Management: i pilastri della trasformazione commerciale
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Paolo Guenzi, Paola Caiozzo, Cristina Cito
Analizzare la relazione tra competenze e performance dei venditori: un caso studio
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2014

Paolo Guenzi, Paola Caiozzo, Gabriele Troilo - Ideas of Management
>Qual è la chiave del successo professionale?
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Caiozzo Paola, Cito Cristina, Taggiasco Giordana
Extraordinary Sales People. Competenze per competere
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Publications

2021

P. Guenzi, E. Nijssen
The Impact of Digital Transformation on Salespeople: an Empirical Investigation Using the JD-R Model
Journal of Personal Selling & Sales Management, 41 (2), 130–14 - 2021

L. Colm, P. Guenzi
A Roadmap for Omnichannel Sales Transformation Starting from Remote Selling: the Olympus Italy Case
published with the international clearing house The Case Centre - 2021

L. Colm, S. Prestini
Innovating Luxury Service Experiences through E-Servicescapes
Developing Successful Global Strategies for Marketing Luxury Brands, Fabrizio Mosca, Cecilia Casalegno, Rosalia Gallo-Martínez (eds.), IGI Global, 119–138. DOI: 10.4018/978-1-7998-5882-9.ch007. 2021

L. Colm, B. DeMont, A. Swain
Critical Success Factors to Craft Experiential Learning Opportunities Abroad
The Internationalization of Higher Education, John Branch (ed.), IAP Information Age Publishing. 2021

L. Colm, A. Ordanini
Facing Supply Chain Disruptions: Strategies to Ensure Relational Continuity
The Impact of Covid-19 on Supply Chain Management, Richard Wilding (ed.), Proud Pen. DOI: 10.51432/978-1-8381524-2-0-4 (open access) 2021

P.Guenzi, E. Nijssen
The impact of digital transformation on salespeople: an empirical investigation using the JD-R model
Journal of Personal Selling & Sales Management 2021, VOL. 41, NO. 2
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2020

P. Guenzi, J. Habel
Studying the antecedents and outcome of social media use by salespeople using a MOA framework
Industrial Marketing Management, 90, 346-35 - 2020

P. Guenzi, J. Habel
Mastering the digital transformation of sales
California Management Review, 62 (4), 57–85 - 2020

Mastering the digital transformation of sales (with J.Habel)
California Management Review, 62(4) 57–85 , 2020

Studying the antecedents and outcome of social media use by salespeople using a MOA framework (with E. Nijssen)
Industrial Marketing Management, 90, 346-359, 2020

Dynamic Governance Matching in Solution Development (with A. Ordanini and T. Bornemann)
Journal of Marketing, 2020, vol.84, no. 1, pp.105-124

2019

It is all in good humor? Examining the impact of salesperson evaluations of leader humor on salesperson job satisfaction and job stress (with D. Rangarajan, N. Chaker, L. Sajtos)
Journal of Personal Selling & Sales Management, 39, 4, 352–369, 2019
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2018

The role of leadership in salespeople’s price negotiation behavior (with S.Alavi, J.Habel, J.Wieseke)
Journal of the Academy of Marketing Science, 46, 4, 703-724, 2018

Gestire le Vendite, in Collana Management (coaut P.Guenzi, M.A.Sisti, P.Caiozzo)
2018 Corriere della Sera

Cognitive and Affective Determinants of salesforce Performance: A Two-wave Study (coaut. I.Soscia, R.Bagozzi)
Industrial Marketing Management. 2018 (in corso di pubblicazione)

The role of leadership in salespeople’s price negotiation behavior (coaut S.Alavi, J.Habel, J.Wieseke)
Journal of the Academy of Marketing Science, 2018 (in corso di pubblicazione)

2017

When Service Customers Do Not Consume in Isolation (with A. Ordanini and A. Parasuraman)
Journal of Service Research, 2017, vol.20, no. 3, pp.223-239

Cognitive and affective determinants of salesforce performance: a two-wave study (with I. Soscia, R.P. Bagozzi)
Industrial Marketing Management, 75, 206-217, 2018

Venditori si nasce? Il mestiere visto dagli studenti (coaut Caiozzo–M.C.Cito, G.Miniero)
E&M, gennaio 2017

Exraordinary People-Competenze per competere (coaut Caiozzo – M.C.Cito-G.Taggiasco)
E&M, gennaio 2017

Linking Data-Rich Environments with Service Innovation in Incumbent Firms: A Conceptual Framework and Research Propositions (coaut. G. Troilo, L. M. De Luca)
Journal of Product Innovation Management, 34, 5, 617-639, 2017

Beyond the retention—acquisition trade-off: Capabilities of ambidextrous sales organizations (coaut. E.Nijssen, Mv.d.Borgh)
Industrial Marketing management 64, 1-13, 2017

M.A. Sisti
Commercial excellence e le sfide per le imprese
Economia & Management 1, 2017.

Il caso Ecolab (coaut. A. Costantini)
Economia & Management 3,28-32, 2017

Cosa attrae (e cosa no) delle carriere commerciali (coaut. S.Ghaddar)
Economia & Management 1, 18-22, 2017

Top manager dalle vendite con una marcia in più (coaut. S.Ghaddar)
Economia & Management 1, 30-35, 2017

Le 7S della sales transformation (coaut. M.Sisti)
Economia & Management 1, 36-44, 2017

Cosa attrae (e cosa no) delle carriere commerciali (coaut. S.Ghaddar)
Economia & Management 1, 18-22, 2017

2016

Two faces of the same coin: How the interplay between organizational and territorial culture builds the concept of service culture (with A. Carù)
Mercati e Competitività, 2016, no. 3, pp.87-109

The dual mechanism of sales capabilities in influencing organizational performance (coaut. L. Sajtos, G. Troilo)
Journal of Business Research Vol. 69, 3707-3713, 2016

The Combined Effect of Customer Perceptions about a Salesperson’s Adaptive Selling and Selling Orientation on Customer Trust in the Salesperson: A Contingency Perspective (coaut. L.M. De Luca, R.Spiro)
Journal of Business & Industrial Marketing Vol.31, 4, 553-564, 2016

2015

Sogno o incubo? Marketing analytics e social media visti dai direttori marketing
Economia & Management Vol. 3, 55-61, 2015

Podcast

P. Guenzi
La trasformazione digitale nelle vendite: superare le resistenze al cambiamento dei commerciali (in italian)
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P. Caiozzo
La trasformazione delle vendite tra digital e nuove logiche di engagement (in italian)
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Events

Disseminating content in an experiential and engaging way is one of CEL’s main goals. Every year, meetings are organized with various formats in terms of target and implementation. They are excellent opportunities for debating and networking on the most innovative topics for commercial excellence. Here is the list of events that have been organized:

2022

June

Academic insight - 23 June 2022: Direct-to-Consumer (D2C) Strategies -– A close View beyond the Buzzword, Severin Lienhard
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Academic insight - 07 June 2022: Academic insight, Laura Ingrid Maria Colm
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Academic insight - 07 June 2022: How to develop B2B solutions successfully through governance matching, Laura Ingrid Colm
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April

PRESENTAZIONE RISULTATI RICERCA - 06 april 2022: Sales Performance Management: State of the Art.
Paola Caiozzo, Paolo Guenzi. Manager coinvolti: Andrea Signorini, Zuegg Head of Sales Italy; Donato Mancone, Henkel Sales Director Italy, Greece, Cyprus, Malta; Manuel Vellutini, Akeron Co-Chief Executive Officer; Elena Fanfani, Akeron EVP Marketing & Sales Operations

January

MANAGERIAL INSIGHT - 26 January 2022: The Multi / Omnichannel Challenge
Manager coinvolti: Marc Routier, 3M Managing Director South East Europe Region; Eleonora Attaguile, 3M Learning & Development Leader Corporate Marketing Sale; Marco Tebaldi, 3M Channel Manager Industrial & Safety Market Center; Daniele Brambilla, Head of Sales Southern Europe brand Sloggi at Triumph International.

2021

November

CEL TALK - 25 November 2021: Enabling the sales force: AI a supporto della customer experience con Fulvio Berardo, Commercial Director Italy, Astellas Pharma S.p.A.

May

Virtual meeting Covid-19 Remote selling Progettare il futuro - P. Caiozzo, P.Guenzi (SDA Bocconi)

February

Virtual meeting Covid-19 Remote selling - P.Caiozzo, P.Guenzi M.A.Sisti (SDA Bocconi)

2020

June

Online Event - MINE Community SDA Bocconi, “Digital Tra-ction: Technopower o Technostress?” - P.Caiozzo, P.Guenzi (SDA Bocconi)

May

Partner Meeting presentazione dei risultati di ricerca Digital Commercial transformation in action : Technopwer o Technostress?- P.Caiozzo e P.Guenzi (SDA Bocconi)

April

Virtual meeting Covid-19 Emergency Landascape

March

Online Event - MINE Community SDA Bocconi, “Il lato oscuro della forza (di vendita)” - P.Guenzi, P.Caiozzo (SDA Bocconi)

Past Events

2019

October

CEL TALK “Leading solution selling in the digital ERA”, - Alberto Frasarin (Google Italia), Germano Buttazzo (Linkedin Italia)
Partner Meeting sulla ricerca Digital TrAction: transformation in action (con focus sulla dimensione Technopwer vs Technostress nelle vendite) - P.Caiozzo P.Guenzi (SDA Bocconi)

June

CEL Talk, “From selling products to selling solutions: managing the servitization of sales forces”, Ed Nijssen, Eindhoven University of Technology, Netherlands

May

Event - MINE Community di SDA Bocconi, “Digital Commercial Transformation: istruzioni per l’uso. P.Guenzi, Marco A. Sisti (SDA Bocconi). Guest Speaker: Giovanni Sorreca (3M Italia), Gabriele Spadoni (HILTI Italia)
Partner Meeting sui temi di ricerca 2019. Guest speech su “Mastering the Digital trasformation journey”. - Gabriele Morosini (ABB Italia)

April

Partner Meeting, “Digital Commercial TransformationPlan”. Presentazione e discussione dei risultati della ricerca qualitativa - P.Guenzi, P.Caiozzo (SDA Bocconi)

February

Partner Meeting, “DCTP – Digital Commercial Transformation Plan – Evidenze dalla ricerca quantitativa e implicazioni manageriali”, presentazione e discussione dei risultati della ricerca internazionale - P.Guenzi, Marco A. Sisti (SDA Bocconi)

2018

December

Meeting per partner: “Insights for managerial practice. Gestire strategicamente i clienti: innovazioni e prospettive a confronto”. Ospitato da Luxottica Italia - Marco Aurelio Sisti

October

Webinar per partner su “Il lato oscuro della forza (vendita)” - P.Caiozzo P.Guenzi (SDA Bocconi)
Webinar per partner Extraordinary Sales people: Guidare persone e risultati - P.Caiozzo (SDA Bocconi)

July

Vodafone Event (con la collaborazione del CEL) su “Digital Sales Transformation” - P.Guenzi

May

Workshop open su “Sales Content Management e Performance Commerciale”. Ospitato da MINE Community SDA Bocconi - P. Guenzi e M.A. Sisti
CEL Talk (Int’l) per partner su “Leveraging artificial intelligence in sales”

2017

November

Roundtable partner su: “Marketing & Sales integration nella prospettiva della commerciale excellence. Best practice aziendali e opportunità future a confronto”. Ospitato da 3M Italia - P.guenzi, M.A Sisti

Ottobre

Workshop partner “Sales Content Management Systems – Risultati della Ricerca e Piani di miglioramento” - P.Caiozzo, E. Pozzoli, M.A. Sisti (SDA Bocconi)
Workshop open su “Digital & Social Selling Index: il barometro del grado di sviluppo tecnologico delle reti commerciali in Italia”. Ospitato dalla Marketing Community di SDA Bocconi - P.Guenzi, S. Ghaddar (SDA Bocconi)

Maggio

Workshop (Int’l) per partner su “ The impact of technologies on customer relationship management: the era of the empowered customer”

2016

October

Workshop open su “Le vendite nella "stanza dei bottoni": il commerciale agli occhi dei Top Manager”

June

- Workshop open su: “Vendite: un mestiere meraviglioso? Percezioni e prospettive delle professioni commerciali”. Ospitato da Marketing Community di SDA Bocconi - P. Caiozzo (SDA Bocconi)

Contacts

research.sdabocconi@sdabocconi.it

back to labs and research centers

CEL

Contents

2018

2017

2016

2015

Articles

Publications

Events

2022

2021

2020

2019

2018

2017

2016

Contacts