Antonella Carù

Curriculum Vitae

Antonella Carù is a Professor of Marketing Management at SDA Bocconi and Università Bocconi, where since 2014 she has serve as Dean of the Graduate School. Previously she served as Dean of the Undergradate School (2012-2014) and as Director of the Master of Science in Marketing Management (2004-2012). Her research interests are in the field of the marketing of services, consumer experience and in the marketing and management of arts and culture. She is also the author of various national and international publications. She was a Visiting Professor at Copenhagen Business School (2010), the European School of Management ESCP in Paris (2003) and at Université Jean Moulin Lyon (1988); a Visiting scholar at Ecole des Hautes Etudes Commerciales – HEC, Montréal (2002). She regularly teaches in undergraduate, graduate, executive and MBA programs. She has also been involved in several advisory, consulting and research projects with corporate and financial services customers.

Academic position and/or Professional activities

Dean Graduate School, Bocconi University, Milan, Italy
Full Professor of Economics and Business Administration, Bocconi University, Milan, Italy

Grants & Honors

• Best Paper in Marketing Award, XII International Conference on Arts and Cultural Management - AIMAC - The International Association of Arts and Cultural Management , 2013
• Teaching Award, Electives Courses (a.y. 2006-07) - Università Commerciale Luigi Bocconi , 2007
• Research Award - Università Commerciale Luigi Bocconi , 2001

Research Interests

• Services Marketing  
• Experiential marketing 
• Consumer behavior and consumption experiences 
• Brand Experience and Brand Authenticity
• Art and Cultural Institutions’ management and marketing 
• Marketing performances 

Publications

Books

• Carù A., Salvemini S. (a cura di), (2011), Management delle istituzioni culturali, Egea. Milano (II edizione: 2012)
• Carù A., Cova B. (2011), Marketing e Competenze del Consumatore, Egea, Milano
• Carù A. (2007) Consumo e marketing dei servizi, Egea, Milano
• Tollin K., Carù A. (eds.) (2008), Strategic Market Creation. A new Perspective on Marketing and Innovation Management , Wiley
• Carù A., Cova B. (2007), Consuming Experience, Routledge
• Carù A., Cova B. (eds.) (2006), Marketing Mediterraneo : tra metafora e territorio, Egea
• Carù A., Cova B. Silva F. (eds.) (2005) Marketing Mediterranée et Postmodernité, Editions Euromed Marseille
• Carù A., Cugini A (2000), Valore per il cliente e controllo dei costi: una sfida possibile. La proposta di un approccio integrato per le imprese di servizi, Egea, Milano
• Carù A. (1996) Marketing e Progettazione dei servizi. Un percorso tra mercato e competenze, Utet, Torino
• Carù A. (1994) Marketing delle imprese di assicurazione, Egea, Milano

Articles

• Carù A., Ostillio M.C., Leone G., “Corporate Museums to Enhance Brand Authenticity in Luxury Goods Companies: The Case of Salvatore Ferragamo”, International Journal of Arts Management, Forthcoming
• Colm L., Carù A. (2016). “Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture”, Mercati e Competitività, 3, pp. 87-109
• Ostillio M.C., Carù A., Leone G. (2016). “L’autenticità come driver strategico per il brand value nelle imprese italiane del lusso. Il caso Salvatore Ferragamo”, Economia & Management, 1, 67-79
• Carù, A. and Cova, B. (2015). Co-creating the collective service experience. Journal of Service Management, 26(2), 276-294
• Cirrincione A., Estes Z., Carù A (2014) “The effect of ambient scent on the experience of art: Not as good as it smells”, Psychology & Marketing Vol. 31(8): 615–627 (August 2014) (accepted December 2013)
• Carù A., Cova B., Pace S. (2014) "Combining qualitative methods in practice: A contextualized account of the evolution of consumer studies", Management Decision, Vol. 52, Issue 4, pp. 777 – 793 
• Ostillio M.C., Di Donato C., Carù A. (2012), “Vintage autentico o autenticita’ nel vintage”, Micro & Macro Marketing, 2, 305-332
• Carù A., Cova B. (2011), “Can the Generation Gap Impede Immersion in an Exhibition? The Case of Annisettanta (The 1970s)”, International Journal of Arts Management, 13, 2, January, 16-28
• Cugini A., Carù A., Zerbini F. (2010), "Assessing and Managing the Costs of Satisfaction in B2B Services", Journal of Strategic Innovation and Sustainability, 6, 4, 2010, 50-79
• Borghini S., Carù A., Cova B (2010) "Representing BtoB Reality in Case Study Research: Challenges and new opportunities" Industrial Marketing Management, n. 39,  n. 1, pp. 16–24
• d’Astous A., Voss Giraud Z., Colbert F., Carù A., Caldwell M., Courvoisier F. (2008), “Product-country images in the arts: a multi-country study”, “International Marketing Review”, vol. 25, n. 4, 2008, pp. 379-403
• Carù A., Cova B. (2008), “Small versus big stories in framing consumption experiences” Qualitative Market Research:  An International Journal, vol. 11, n. 2, pp. 166-176
• Carù A., Cova B., Maltese L. (2008) “Un approccio duale al marketing esperienziale: divertimento e approfondimento nell’immersione”,  Mercati e Competitività, n. 4, pp. 17-40
• Cugini A., Carù A., Zerbini F. (2007), The cost of customer satisfaction: a framework for strategic cost management in service industries, European Accounting Review, vol. 16, n. 3, pp. 499-530
• Carù A., Cova B. (2006), “Comprendere l’immersione del consumatore nell’esperienza: il potere dell’introspezione”,  (co-autore B. Cova),  Mercati e Competitività, n.1, pp. 11-34
• Carù A., Cova B. (2006) “How to Facilitate Immersion in a Consumption Experience: Appropriation Operations and Service Elements”, Journal of Consumer Behaviour, Vol. 5, n. 1, pp. 4-14
• Carù A., Cova B. (2006) “Expériences de consommation et marketing expérientiel”, Revue Française de gestion, n. 162, pp. 99-113
• Carù A., Cova B. (2006) “Expériences de Marque: Comment Favoriser l’Immersion du Consommateur ?», Decision Marketing, n. 41, Janvier-Mars, pp.43-52
• d''Astous A., Carù A., Koll O., Sigué S.P. (2005), “Moviegoers’ Use of Film Reviews in the Search for Information: A Multi-Country Study”, International Journal of Arts Management,  Vol. 7, N° 3, Spring, pp.  32-45
• Carù A., Cova B. (2005) “The Impact of Services Elements on the Artistic Experience - The Case of Classical Music Concerts”, International Journal of Arts Management, Vol. 7, N° 2, Winter, pp. 39-54
• Carù A., Cova B. (2004) "How Services Elements Wrap the Consumer’s Experience? The Case of Music Consumption at the Auditorium of Milan ", Finanza Marketing e Produzione, n. 2
• Carù A., Cova B., S. Pace (2004) "Project Success: Lessons from the Andria Case", European Management Journal, 2004, Vol. 22, N°5, pp. 532-545
• Carù A., Cova B. (2003) “Esperienza di consumo e marketing esperienziale: radici diverse e convergenze possibili”, Micro e Macro Marketing, n. 2, agosto, pp. 187-211
• Carù A., Cova B. (2003) “An empirical approach of the aesthetic field of consumption experience”, RAM-Recherce et Application en Marketing, Vol. 18, No. 2, pp. 47-65
• Carù A., Cova B. (2003) “Revisiting Consumption Experience: A More Humble but Complete View of the Concept”, Marketing Theory, Vol. 3 (2), pp. 259-278
• Carù A., Cugini A. (1999) “Profitability and customer satisfaction in services. An integrated perspective between marketing and cost management analysis”, International Journal of service Industry Management, Volume 10, Number 2
• Carù A., Valdani E. (1997) “Customer satisfaction: un punto di avvio per la re-ingenierizzazione dei processi di erogazione dei servizi pubblici”, Impresa Pubblica, n. 3- 4
• Carù A. (1996) “Il marketing assicurativo: dalla standardizzazione alla personalizzazione dell’offerta”, Micro & Macro Marketing, n. 2, agosto
• Carù A. (1996) ”Il contributo del marketing dei servizi all’evoluzione degli studi di marketing”, Sinergie, n. 40, maggio-agosto