Laura Colm is Researcher in 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, and Italian Journal of Marketing (former Mercati e Competitività). Her most recent book is “Forgiare il futuro – L’effectuation theory e il percorso imprenditoriale di Loccioni” (Egea, 2021).
Laura was finalist and runner-up for the best dissertation award by AMA SERVSIG in 2022 and won a teaching award at Bocconi University in 2021, the ASFOR GSE Research/Greenleaf Publishing annual best case study award in 2016, and the Lyam Glynn research scholarship by AMA SERVSIG and Arizona State University in 2014.
She also 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 Bocconi University, a member of the SIMktg (the Italian Marketing Society), and ad hoc reviewer for the Journal of Service Research, Journal of Service Management, and Asia Pacific Journal of Tourism Research.
Laura earned a Ph.D. in Marketing Management from the University of Stuttgart, and an M.Sc. in Marketing Management, as well as a B.Sc. in Business Administration and Management from Bocconi University.