CEL Lab
Commercial Excellence LAB
This section contains only reports and abstracts available in English. All the other CEL’s outputs are available from the Italian website
2022
Short Presentation Sales Performance Management State of the Art
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2021
Covid-19 Remote selling Progettare il futuro
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2020
Vendere ai tempi del corona virus
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Virtual meeting Covid-19 Emergency Landascape
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Il lato oscuro della forza (di vendita)
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2019
Digital tra-action technostress o technopower?
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2017
Abstract of “Sales Content Management Systems
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Abstract of “Digital & Social Selling Index: the barometer of technological development of sales forces in Italy
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Laura Colm e Andrea Ordanini (2021)
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Guenzi Paolo, Sisti Marco Aurelio, Caiozzo Paola (2020) |
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Guenzi Paolo (2020) |
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Guenzi Paolo, Sisti Marco Aurelio, Caiozzo Paola (2018)
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Sisti Marco Aurelio, Guenzi Paolo, Caiozzo Paola (2015) |
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Guenzi Paolo, Dino Ruta (2013)
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Guenzi Paolo, Geiger Susi (2011)
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Guenzi Paolo, Dino Ruta (2010) |
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
2019
Il Commercial Excellence Lab 2019
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Strategie di vendita: c’è posto per il digitale
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I venditori scontano il ritardo nel digitale – Evidenze dalla ricerca del CEL SDA Bocconi
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2017
Commercial excellence e le sfide per le imprese
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Sales Enablement. Tecnologie e contenuti a supporto dell'attività di vendita
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L'umorismo del Sales Leaders per gestire il lato oscuro nelle vendite
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2016
Pricing 4.0: la logica delle ancillary sales per l'incremento dei margini
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2015
Le tre spine dei Sales Manager
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L'eccellenza nel Sales Management: i pilastri della trasformazione commerciale
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Analizzare la relazione tra competenze e performance dei venditori: un caso studio
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2014
>Qual è la chiave del successo professionale?
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Extraordinary Sales People. Competenze per competere
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Publications
2023
The relationship between digital solution selling and value-based selling: a motivation-opportunity-ability (MOA) perspective
European Journal of Marketing – 2023
B2B online sales pushes: Whether, when, and why they enhance sales performance
Production and Operations Management – 2023
2022
Dieci aree di azione per ridisegnare la funzione vendite
Economia & Management – 2022
The strategic role of sales content management for omnichannel customer journeys: the Bioline Jatò case
The Case Center ECCH - 2022
2021
Learning@Hilti: Implementing Digital Transformation: The Guided Onboarding Approach to Learning
Published with the international clearing house The Case Centre – 2021
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
A Roadmap for Omnichannel Sales Transformation Starting from Remote Selling: the Olympus Italy Case
published with the international clearing house The Case Centre - 2021
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
Critical Success Factors to Craft Experiential Learning Opportunities Abroad
The Internationalization of Higher Education, John Branch (ed.), IAP Information Age Publishing. 2021
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
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
Studying the antecedents and outcome of social media use by salespeople using a MOA framework
Industrial Marketing Management, 90, 346-35 - 2020
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
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
La trasformazione digitale nelle vendite: superare le resistenze al cambiamento dei commerciali (in italian)
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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:
2023
December
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5 December 2023, Academic Insight: “Artificial Intelligence in Sales” Prof. Paolo Guenzi SDA Bocconi, Johannes Habel, University of Houston’s Sales Excellence Institute
November
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20 November 2023 - Managerial insight “La sostenibilità nel commerciale attraverso le tecnologie digitali” Prof. Laura Ingrid Colm SDA Bocconi, Prof. Paolo Guenzi SDA Bocconi, Alberto Raviolo, Country Manager presso Epson Italia, Luca Motta, Head of Business Unit - Office Print Organization presso Epson Italia, Luca Cassani, Corporate Sustainability Manager presso Epson Italia, Maria Federica Perego, Human Resources Manager presso Epson Italia, Cinzia Tocci, Marketing manager & Commercial Delivery presso IGT Italia, Sabrina Granata, Marketing & Commercial Delivery Specialist presso IGT Italia
October
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12 October 2023- Managerial insight “Il valore del «dato» nella trasformazione digitale.Implicazioni per sales & marketing ed esperienze a confronto” Prof. Marco A. Sisti SDA Bocconi, Daniel Rodriguez, Head of Big Data & Analytics presso Vodafone, Arianna Pozzatti, Head of Marketing & Products Analytics presso Vodafone, Michela Baggio, Head of Marketing Digital Solutions presso Vodafone
September
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19 September 2023 - CEL TALK “Omnicanalità e pricing” Prof. Laura Ingrid Colm SDA Bocconi, Prof Paolo Guenzi SDA Bocconi
July
- 14 luglio 2023 - Managerial Insight “Il ruolo del sistema di rewarding nella sales transformation” Prof Paola Caiozzo, Prof Paolo Guenzi SDA Bocconi, Martino Incarbone Executive Management Team Member presso Hilti Italia, Elena Fanfani EVP Marketing & Sales Operations presso Akeron Srl
April
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18 april 2023 – Managerial Insight “La Commercial Excellence in Gewiss Prof Paola Caiozzo SDA Bocconi, Giuliano Soncini, Commercial Excellence Director presso Gewiss S.p.A.
February
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20 February 2023 - Omnichannel Customer Experience Management Prof. Laura Ingrid Colm SDA Bocconi, Prof. Paolo Guenzi SDA Bocconi, Prof. Marco A. Sisti SDA Bocconi
2022
December
- 14 December 2022 - Preview ricerca qualitativa “Successful omnichannel management in sales”. Prof Laura Ingrid Colm SDA Bocconi Prof Paolo Guenzi SDA Bocconi
November
- 23 November - Commercial Excellence ed i nuovi ruoli emergenti: chi sono e cosa fanno? Prof Paola Caiozzo Sda Bocconi Federico Sattanino, Enterprise Relationship Manager presso Linkedln Simona Venditti, Global Marketing Manager presso ABB Matteo Damiani, Head of Digital, Innovation & Demand Management presso Loro Piana
October
- 19 October 2022 - Academic insight, Prof. Marco Aurelio Sisti, Prof Giuseppe Stabilini Direttore del Procurement Lab Sda Bocconi Con l’intervento di Paola Cialini–LPG Procurement Manager presso ABB Paolo Colombini Director Procurement & Logistics Italcementi S.p.A.
September
- 15 September 2022 - Academic insight, Jan Wieseke, Paolo Guenzi -
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June
- 23 June 2022 - Academic insight - Direct-to-Consumer (D2C) Strategies -– A close View beyond the Buzzword, Severin Lienhard
Discover more - 23 June 2022 - Academic insight - Academic insight, Laura Ingrid Maria Colm
Discover more - 23 June 2022 - Academic insight - How to develop B2B solutions successfully through governance matching, Laura Ingrid Colm
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April
- 06 April 2022 - PRESENTAZIONE RISULTATI RICERCA - 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
- 26 January 2022 - MANAGERIAL INSIGHT - 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
- 25 November 2021 - CEL TALK - 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)
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
October
- 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)
May
- 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)