Laura Colm

Laura Colm is Researcher of Marketing and Sales at SDA Bocconi School of Management.

At SDA Bocconi Laura Colm started working on B2B and industrial marketing research and consulting projects with a focus on Italy and Germany in 2020.

Her research activities focus on B2B and industrial marketing, services marketing, as well as the interface of marketing and sales. Her current research addresses three main research questions. The first focuses on the determinants of successful supplier-client relationship management in B2B markets. The second investigates the development, pricing and selling of product-service solutions. The third one concerns industrial companies' marketing and sales strategies in face of exogenous market shocks. Laura Colm mostly focuses on qualitative methods, Grounded Theory and content analysis.

She is the author of articles and book chapters on the subject. Her work has been published in the Journal of Marketing, Journal of Service Research and Italian Journal of Marketing (former Mercati e Competitività). Laura Colm won 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. Laura Colm is a member of the Italian Marketing Society (SIMktg) and advisory board member of the Journal of Customer Behaviour, as well as ad-hoc reviewer for the Journal of Service Research, Journal of Service Management and Asia Pacific Journal of Tourism Research. She also teaches courses with a main focus on e-commerce and digital marketing.

Laura Colm earned a BSc in Business Administration and Management and a MSc in Marketing Management from Bocconi University and a PhD in Marketing Management from the University of Stuttgart. She is married and passionate about opera, literature and golf.

Teaching domains

• B2B Marketing
• Service Marketing
• Marketing Management
• Marketing & Sales Integration
• New Business Models

Latest publications

• COLM L., ORDANINI A.
  Forgiare il Futuro. L'effectuation Theory e il Percorso Imprenditoriale di Loccioni
  Egea, Milano, Italy, 2021
  
• COLM L., ORDANINI A.
  Facing Supply Chain Disruptions: Strategies to Ensure Relational Continuity in The Impact of COVID-19 on Supply Chain Management
  Richard Wilding (Eds),Proud Pen, chap. 4, pp.55-72, 2021
  
• COLM L., ORDANINI A., BORNEMANN T.
  Dynamic Governance Matching in Solution Development
  Journal of Marketing, 2020, vol.84, no. 1, pp.105-124
  
• COLM L., ORDANINI A., PARASURAMAN A.
  When Service Customers Do Not Consume in Isolation
  Journal of Service Research, 2017, vol.20, no. 3, pp.223-239
  
• COLM L., CARÙ A.
  Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture
  Mercati e Competitività, 2016, no. 3, pp.87-109
  
• CARÙ A., COLM L., COVA B.
  Innovating Services Through Experiences: An Investigation of Servicescape’s Pivotal Role in Service Innovation
  Marja Toivonen (Eds),Springer Japan, pp.149-170, 2016
  

Grants & Honors

• Teaching Award - Graduate School - Università Commerciale Luigi Bocconi , 2021