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ANTONELLA CARU'

ANTONELLA CARU'
Full Professor
Department of Marketing

Courses a.y. 2023/2024

10784 PRODUCT & SERVICE MANAGEMENT
20309 MARKETING DEI SERVIZI [SERVICES MARKETING]
20310 MARKETING ESPERIENZIALE [EXPERIENTIAL MARKETING]
30208 MANAGEMENT DELLE ISTITUZIONI CULTURALI E ARTISTICHE [ARTS AND CULTURAL MANAGEMENT]

Courses previous a.y.

Biographical note

She was born in Varese in 1961. Married, resident in Varese. She obtained her first Degree in Business Economics – Major in Administration and Control (1986), from Bocconi University, Milan, and a PhD in Business Economics (1993) from the same university. She is a full professor of Business Economics and Management at Bocconi University and senior professor at SDA—Bocconi School of Management University.

She was appointed as Dean for Development and Alumni Relations since November 2022 at Bocconi University, where she had already served as Dean of the Graduate School (2014-2022), Dean of the Undergraduate School (2012-2014).

She is a member of the Council of Bocconi Alumni Community.

She teaches undergraduate, graduate, and executive courses. Her teaching activity at the undergraduate and graduate level is mainly on services management, experiential marketing, and arts and cultural management topics. 


Research interests

Since the beginning of her career, she has developed wide and strong competences in service management that remains one of her leading fields of research. Over time, her attention has become centered on customer experience and arts and cultural organizations management. Indeed, in the last twenty years she has developed several research projects on customer experiences and experiential marketing, as the new concept crucial for every organization. At the same time, long ago she was one of the first management scholars addressing the arts and cultural organizations challenges. Over the years, she has developed research projects on various management topics, such as performance measurement and innovation.


Selected Publications

Cova, Bernard; Carù, Antonella; Cayla, Julien
Re-conceptualizing escape in consumer research
QUALITATIVE MARKET RESEARCH JOURNAL, 2018

Pace, Stefano; Caru', Antonella; Cova, Bernard
Innovating as an interaction of practices: the case of customers’ use of a new website
Innovating in practice: perspectives and experiences, 2017

Carù, Antonella; Cova, Bernard
Co-creating the collective service experience
JOURNAL OF SERVICE MANAGEMENT, 2015

Cirrincione, Armando; Estes, Zachary; Caru', Antonella
“The effect of ambient scent on the experience of art: Not as good as it smells”
PSYCHOLOGY & MARKETING, 2014

Ostillio, Maria Carmela; Borghini, Stefania; Caru', Antonella; Trinca Colonel, Renata; Cuomo, Simona; C. Guerini
Over 45: Mai state così bene! L’età della consapevolezza
ECONOMIA & MANAGEMENT, 2013

Caru', Antonella; Ielasi, Federica; Munari, Luciano
Il marketing budget nel settore bancario e assicurativo.
Il marketing per le banche e le assicurazioni. Competenze specifiche e pratiche di successo, 2012

Caru', Antonella; Salvemini, Severino
Management delle istituzioni artistiche e culturali
2011

Caru', Antonella; Cirrincione, Armando
Le istituzioni culturali: definizione e tassonomia
Management delle Istituzioni artistiche e culturali, 2011

Caru', Antonella; Soscia, Isabella
Il marketing esperienziale
M@rketing Management, 2011

Caru', Antonella; Cova, Bernard; Solerio, Chiara
Co-destructing value through consumer fanaticism: The Scala/Loggionisti case
2011

Caru', Antonella; Benard Cova; Avi Shankar
Interpretive Consumer Research
FINANZA MARKETING E PRODUZIONE, 2009

Cugini, Antonella; Caru', Antonella; Zerbini, Fabrizio
Assessing and managing the costs of satisfaction in B2B servicies
Assessing and managing the costs o satisfaction in B2B servicies, 2009

Borghini, Stefania; Caru', Antonella
Co-creating Consumption Experiences: An Endless Innovation
Strategic Market Creation. A New Perspective on Marketing and Innovation Management, 2008


Caru', Antonella; Cova B.
“Expériences de consommation et marketing expérientiel”
REVUE FRANÇAISE DE GESTION, 2006

Busacca, Bruno Giuseppe; Caru', Antonella
I metodi di formulazione dei prezzi nello scambio di beni e servizi
Trasporto pubblico urbano. La determinazione del prezzo, 2001