Laura Colm

Laura Colm is an Associate Professor of Practice in Marketing and Sales at SDA Bocconi. Her research focuses on B2B and industrial marketing, services marketing and service-based business models, sales management, and digital marketing. She is a member of MOBIUS, SDA Bocconi’s Smart Mobility Lab, and the Commercial Excellence Lab (CEL). She is also Program Director of the Online on Demand program “Ricercare e Acquisire Nuovi Clienti” and of the new Open Executive Programs “AI & Digital Transformation in Sales” and “Guidare il Business Growth nei Contesti Complessi.” She teaches in the Executive Master in Marketing & Sales (EMMS), the Master in Arts Management and Administration (MAMA), and numerous Custom Executive Education programs, several of which she also directs.

She has published several articles, books, chapters in international volumes, and teaching cases on these topics. Her research has appeared in leading publications including the Journal of Marketing, Journal of Service Research, Industrial Marketing Management, Harvard Business Review Italia, and the Italian Journal of Marketing. Her most recent books include Pet Economy. Prodotti, servizi e innovazione di un settore in crescita (Egea, 2026), Commercial Excellence. La scienza dietro l’arte dell’eccellenza commerciale (McGraw-Hill, 2025), and Forgiare il futuro: L’effectuation theory e il percorso imprenditoriale di Loccioni (Egea, 2021). She regularly presents her research at international conferences, including Frontiers in Service, the European Marketing Academy Conference (EMAC), the International Association of Arts and Cultural Management Conference (AIMAC), the Global Sales Science Institute Conference (GSSI), and the Italian Marketing Society Conference (SIM).

In 2024, Laura received the Robert Lusch Early Career Research Award, presented by the American Marketing Association (AMA) and the AMA Foundation (AMAF) to an early-career scholar whose published article has expanded the boundaries of marketing knowledge by introducing innovative contributions that advance the understanding of consumers and markets. In 2022, she was a finalist for the AMA SERVSIG Best Dissertation Award, and in 2021 she received a teaching award from Bocconi University. In 2016, she won the annual ASFOR case-writing competition organized by GSE Research/Greenleaf Publishing, and in 2014 she received the Liam Glynn Research Scholarship from AMA SERVSIG and Arizona State University.

Laura’s teaching primarily covers B2B marketing, services marketing, sales management and omnichannel sales, digital marketing, e-commerce, and qualitative research methods. She is an adjunct professor at Bocconi University, where she teaches in the MiMeC Master’s program, and is a member of the Italian Marketing Society (SIM). She also serves on the Editorial Board of the Journal of Business Research and as an ad hoc reviewer for the Journal of Service Research.

Laura earned a Ph.D. in Marketing Management with highest honors from the University of Stuttgart, an M.Sc. in Marketing Management with highest honors, and a B.Sc. in Business Administration and Management from Bocconi University.