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ANDREA ORDANINI

ANDREA ORDANINI
Full Professor
Department of Marketing
BNP Paribas permanent Chair in Marketing & Service Analytics

Courses a.y. 2023/2024

11720 MARKETING SCIENCE
20723 MARKETING ANALYTICS
20809 TWO-SIDED MARKETS IN ENTERTAINMENT: THE CASE OF MUSIC
40181 MARKETING THEORY

Courses previous a.y.

Biographical note

I am a Full Professor in the Department of Marketing at Bocconi University. Since 2017, I have been holding the BNP Paribas permanent Chair in Marketing & Service Analytics. I visited the London School of Economics and Political Sciences in 1997 and the University of California at Irvine in 2003 and 2006. I served as the Chair of the Department of Marketing between 2013 and 2019. 
My teaching activity involves undergraduate, graduate, PhD, and executive classes. I believe transferring knowledge to (and learning from) new generations is a fundamental activity of any academic scholar.


Research interests

From the substantial standpoint, my research interests include services marketing, consumption of cultural goods (e.g., music), and business-to-business marketing. From the method standpoint, my research uses both quantitative field studies and qualitative conceptual investigations. Sometimes I try to use both in combination, in mixed-method designs.


Selected Publications

Nunes, Joseph C.; Ordanini, Andrea; Giambastiani, Gaia
The concept of authenticity: what it means to consumers
JOURNAL OF MARKETING, 2021

Chul Kim; Kannan, Pallassana; Trusov, Michael; Andrea Ordanini
Modeling dynamics in crowdfunding
MARKETING SCIENCE, 2020

Colm, Laura; Ordanini, Andrea; Bornemann, Torsten
Dynamic governance matching in solution development
JOURNAL OF MARKETING, 2020

Ordanini, Andrea; Nunes, Joseph C.; Nanni, Anastasia
The featuring phenomenon in music: how combining artists of different genres increases a song’s popularity
MARKETING LETTERS, 2018

Colm, Laura Ingrid Maria; Ordanini, Andrea; Parasuraman, Parsu A.
When service customers do not consume in isolation: a typology of customer copresence influence modes (CCIMs)
JOURNAL OF SERVICE RESEARCH, 2017

Valsesia, Francesca; Nunes, Joseph Carlo; Ordanini, Andrea
What wins awards is not always what I buy: how creative control affects authenticity and thus recognition (but not liking)
THE JOURNAL OF CONSUMER RESEARCH, 2016