
Courses a.y. 2025/2026
Biographical note
I am Amplifon Chair in Customer Science and Full Professor of Marketing at Bocconi University, where I am the Head of the Marketing Department. I received my PhD from Bocconi University in 2008. I was the Research Manager of the Center for Global Innovation at the University of Southern California and then Assistant Professor at Michigan State University from 2008 to 2012.
I sit in the editorial boards of the Journal of Marketing Research and Journal of International Business Studies. I have been Co-Editor of the Journal of the Academy of Marketing Science.
I teach a variety of courses in the Graduate School, MBA, and PhD School. My courses are related to Innovation and Artificial Intelligence in Marketing.
About
Forthcoming papers:
- Cillo Paola and Rubera Gaia "Grow Old with Me: The Temporal Dynamics of Founder-Market Interactions in Capturing Market Attention”, Academy of Management Journal.
2. Janani Saeed, Wiles Michael, and Rubera Gaia "Designed For Growth: Product Design Capability And Its Sales Growth Impact", Journal of the Academy of Marketing Science
Research interests
Social media, Artificial Intelligence, Innovation.
Selected Publications
Generative AI in innovation and marketing processes: a roadmap of research opportunities
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, Forthcoming
Generative artificial intelligence: Marketing’s death knell or ringing in a new era?
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2025
Terrorist attacks, cultural incidents, and the vote for radical parties: analyzing text from Twitter
AMERICAN JOURNAL OF POLITICAL SCIENCE, 2023
Measuring competition for attention in social media: National Women’s Soccer League players on Twitter
MARKETING SCIENCE, 2021
The new product portfolio innovativeness–stock returns relationship: the role of large individual investors’ culture
JOURNAL OF MARKETING, 2018
You gotta serve somebody: the effects of firm innovation on customer satisfaction and firm value
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2017
Open innovation, product portfolio innovativeness and firm performance: the dual role of new product development capabilities
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2016
Spinoffs versus Buyouts: Profitability of Alternate Routes for Commercializing Innovations
STRATEGIC MANAGEMENT JOURNAL, 2014
Firm Innovativeness and its Performance Outcomes: A Meta-analytic Review and Theoretical Integration
JOURNAL OF MARKETING, 2012