Laura Colm

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.