Emanuela Prandelli

Emanuela Prandelli (Ph.D. in Business Economics and Management) is an Associate Professor at the Department of Management and Technology at Università Bocconi. She is also an LVMH Associate Professor of Fashion and Luxury Management.

At SDA Bocconi, she is the Director of the Master in Fashion, Experience & Design Management (MAFED) and she teaches innovation management, marketing management, technology marketing and fashion & luxury management. She has coordinated ad-hoc initiatives for several companies operating in the fast moving consumer goods industry, publishing and consumer electronics.

Her research activities focus on collaborative marketing and open innovation, digital business and social media marketing . She has a special interest in exploring these topics in the fashion, luxury and publishing industries. She uses experimental design research methods.

She is the author of numerous books and articles on her topics of interest. She has published several international articles in leading international journals, such as the Journal of Marketing, the Journal of Interactive Marketing, Organization Studies, California Management Review, MIT Sloan Management Review, the Journal of Business Venturing, among others. She is a reviewer for many specialized journals such as Research Policy, the Journal of Interactive Marketing and Economia & Management. She won the 2001 Accenture Award for the best paper published in California Management Review in 2000, the “Innovation Excellence Award” in custom executive programs in 2012 and the award for best teacher of the Marketing Department at SDA Bocconi in 2007. She was also a runner-up for the 2012 Carolyn Dexter Award for the Best International Paper, Academy of Management Conference, for the Theo Scholler-Preis 2011, Munich Best Paper Award Innovation Management, and for the JIM’s 2006 Award for the Best Paper published in the Journal of Interactive Marketing in 2005. She served as a Research Assistant at St.Gallen University and at the Research Center on Technology, Innovation, and eCommerce Kellogg School of Management, Northwestern University, where she was also a Visiting Professor. She was also a visiting Professor at WU, Vien.

Emanuela holds a Ph.D. in Management from Università Bocconi.

Teaching domains

• Digital Marketing
• Marketing Management
• New Product Development
• Omnichannel strategy
• Omnichannel Customer Experience

Latest publications

PAGE M. C., PRANDELLI E., SCHREIER M., HIEKE S. Customization in Luxury Brands: Can Valentino Get Personal? Journal of Marketing Research, 2020, vol.57, no. 5, pp.937-947

PRANDELLI E., VERONA G. Human Digital Enterprise: Creare e co-creare valore in un contesto omnidata Egea, Milano, Italy, 2020

CILLO P., PRANDELLI E. A ogni campagna di marketing il suo influencer - An Influencer for Every Marketing Campaign Economia & Management, 2020, no. 4, pp.75-80

CILLO P., NUNES J. C., PRANDELLI E., SCOPELLITI I. Changing Style in Style-changing Industries: The Role of Critics as Gatekeepers in High-end Fashion Emerald Publishing Limited, 2020, vol.42, pp.155-181

PRANDELLI E., VERONA G. Le cinque regole del business in Rete Economia & Management, 2019, no. 2, pp.67-71

PRANDELLI E., VERONA G. La nuova impresa digitale Egea, Milano, Italy, 2018