Foto del docente

Elisa Montaguti

Professoressa ordinaria

Dipartimento di Scienze Aziendali

Settore scientifico disciplinare: SECS-P/08 ECONOMIA E GESTIONE DELLE IMPRESE

Curriculum vitae

Elisa Montaguti

Curriculum Vitae

Department of Management

University of Bologna

Via Capo di Lucca, 34

40126 Bologna

Tel. 0039 051 2098089

Email: elisa.montaguti@unibo.it

Academic Employment

2017-Full Professor, University of Bologna, Italy

2004-2017 Associate Professor of Marketing, University of Bologna, Italy.

2001-2004 Assistant Professor of Marketing, University of Bologna, Italy.

2000-2001 Lecturer, Warwick Business School, UK.

1998-1999 EU Post-Doctoral Research Fellow, INSEAD, France.

Education

Ph.D. in Marketing, London Business School (UK) July 1998.

Laurea in Economics and Commerce (cum laude) Università di Bologna, Italy, 1992.

Academic Honors

2010 “Does Multichannel Produce More Profitable Customers?” Winner of the research competition in “Modeling Multichannel Customer Behavior” sponsored by Marketing Science Institute and Wharton Interactive Media Initiative ($14.000).

2009 “Customer Evolution in Sales Channel Migration” selected among the nine presenting

papers at the special John D. C. Little Festschrift (Marketing Science Conference 2009, Ann Arbor - Michigan).

1997 AMA-Sheth Doctoral Consortium Fellow.

1996-1998 Economic and Social Research Council (ESRC), Postgraduate Research Studentship in Business and Management.

1995- 1997 Research and Material Development Grant. London Business School.

1995-1996 PhD Programme Financial Award. London Business School.

1994-1995 University of Bologna Postgraduate Scholarship. University of Bologna (Italy).

1992 Umberto Muggia Award for the Best BA Dissertation in Marketing, University of Bologna (Italy).

Research

Publications

Montaguti, E., e A. Zammit (2017) “Being the First Entrant and Getting Stuck in the Middle: The Risks of Becoming the Intermediate Pioneer”, European Marketing Journal, 51, 7-8.

“Can Marketing Campaigns Induce Multichannel Buying and More Profitable Customers? A Field Experiment” (with S.A. Neslin and S.Valentini), Marketing Science, Forthcoming.

“The Interrelationships between Brand and Channel Choice” (with S.A.Neslin et al.), Marketing Letters, Marketing Letters (2014) 25 (3), 319-330.

“Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers? A Field Experiment” (with S.A. Neslin and S. Valentini), MSI working Paper (2012) [12-112].

“Decision Process Evolution in Customer Channel Choice” (with S.A. Neslin, and S.Valentini), Journal of Marketing, (2011), 76 (November), 76-86

“Managing Brand Extension via Licensing: an Investigation into the High-end Fashion Industry, (with M. Colucci and U. Lago) in International Journal of Research in Marketing, (2008), 25 (2), 129-137.

“The Positioning of Low Share Brands: A Multi-Category Analysis” (with B.G.S. Hardie) in Impresa, Mercati e Competitività, (2006), (2), 19-37.

“Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory” (with T.S. Robertson and S. Kuester), International Journal of Research in Marketing, (2002), (19) 1, 21-42.

“R&D/Marketing Interface and New Product Entry Strategy,” (with Q.Wang), Marketing Intelligence & Planning,(2002), (20) 2, 82-85.

“Modelling The Relationship Between Advertising Agencies and their Clients: An Application of Survival Analysis,” (with A.Marcati and L. Liao) in Advances in International Marketing: From Mass Marketing to Relationship and Networks, Perverz N. Gauri, eds., JAI Press,Volume 9, 1999.

Other selected publications:

Brand e Social Media: Alla ricerca degli strumenti più efficacy nella caccia all'engagement (with S.Valentini), Harvard Business Review-Italia, Settembre, 2017.

“Decision Process Evolution in Customer Channel Choice” in “From Little’s Law to Marketing Science” eds, G.L.Urban and J.R. Hauser MIT press.

“Customer Satisfaction ed Eterogeneità delle Preferenze: Il Contributo dei Modelli Mistura"(with C. Orsingher) in Impresa, Mercati e Competitività, (4) p. 137-54 (2006).

“Marketing e Sviluppo di Nuovi Prodotti,” (with G.L.Marzocchi) in “Innovazione Tecnologica e Gestione d'Impresa,” eds. F. Munari and M.Sobrero, il Mulino 2004.

“Le Ricerche per il Lancio di Nuovi Prodotti,” (with G.L.Marzocchi) in “Le Ricerche di Marketing,” eds. L.Molteni and G.Troilo, McGraw-Hill, 2003.

“Innovazione e Marketing: La Gestione dell'Introduzione delle Innovazioni nel Mercato,” (with Alberto Marcati and Lucia Marchigiani) in “Economia e Gestione delle Imprese,” eds di F. Fontana and M. Caroli, McGraw-Hill, 2003.

“La Diffusione delle Tecnologie Emergenti” Giappicchelli Editore, Torino, 2000.

“How new technologies can take off fast” (with S.Kuester and T.S Robertson) in Mastering Marketing, Financial Times Publications, (1999), 178-184.

Presentations at professional conferences

 “Consumer Impatience and Market Structure: The Case of Online Pizza Delivery” (with S.Valentini and F.Rossi), Marketing Science Conference, Johns Hopkins University, Baltimore, Maryland, 17-20 June 2015.

“The Role of Fit Between the Brand Fanpage and the Post in Determining Re-broadcasting Activity” (with S.Valentini and F. Vecchioni), EMAC 2015, Leuven 25-29 May 2015.

“Do Marketing Campaigns Produce Multi-channel Buying and More Profitable Customers? A Field Test” “Thought Leaders in Marketing Channels Conference” (with S.A. Neslin and S. Valentini) invitational conference, Paris 1-3 June, 2014.

“Consumer Choice in a Multichannel Environment: An Agenda for Research” 9th Invitational Choice Symposium, Huis ter Duin, Noordwijk, The Netherlands, 12-16 June 2013.

“It is Not Me! So I Customize It!” (with A.Zammit) EMAC 2013, Istanbul, June 4-7 2013.

“Does Multichannel Usage Produce More Profitable Customers?” (with S.Valentini and S.A. Neslin) Marketing Science Conference, Rice University, 9-11 June 2011. Houston Texas.

"Does Multichannel Produce More Profitable Customer” (with S.Valentini and S.A.Neslin), SIG Track entitled “Multichannel Customer Management- EMAC 2011, 24-27 May 2011. Ljubljana, Slovenia.

“Contextual Cues and Descriptive Norms: Do People Stick To Context When They Know What Others Choose?” (with A. Zammit), North America ACR Conference, October 2009, Pittsburgh, PA.

“Do Multichannel Customers Really Outperform? Retention, Revenues,and Multichannel Usage” (with S.Valentini and S.A.Neslin) 2009 INFORMS Marketing Science Conference, June, University of Michigan, Ann Arbor, MI.

“Contextual Cues And Socially Relevant Information: Are Consumers Sticking To Context When They Know What Others Choose?” (with A. Zammit) 38th EMAC Conference, Nantes (France), May 2009.

“Do Multichannel Customers Really Outperform? Retention, Revenues,and Multichannel Usage” (with S.Valentini and S.A.Neslin) 38th EMAC Conference, Nantes (France), May 2009.

“Customer Evolution in Sales Channel Migration” (with S.A. Neslin and S.Valentini), 2008 INFORMS Marketing Science Conference, June, Vancouver, Canada.

“The Evolution of Compromise Effect: the Moderating Role of Socially Relevant Information,” (with A. Zammit), 37th EMAC Conference, Brighton (UK), 27-30 May 2008.

“New Product Entry: the Moderating Role of Compromise Effect on Pioneering Advantage” (with A. Zammit), Atti IV Convegno Annuale della Società Italiana di Marketing. Parma (Italy) 5-6 October 2007.

“An Analysis of Time Evolution of Compromise Effect: The Moderating Role of Pioneering Advantage and Product Category Familiarity,”(with A. Zammit) EMAC, Bocconi University, Milano (Italy) , 11-14 June 2007.

“Are Physicians Just Learning or Also Forgetting about Drugs?,” (with M. Visentin) 2007 INFORMS Marketing Science Conference Proceedings. Singapore. 28-30 June 2007.

“Time Evolution of Compromise Effect: an Analysis of the Moderating Role of Pioneering advantage,”(with A. Zammit), 36th EMAC Conference Reykjavick, 22-25 May 2007.

“Make or License Decisions: Assessing the Role of Transaction Cost Economics and Product Category Similarity within Firm Boundary Decisions,” (with M. Colucci and U.Lago EGOS, Bergen Norway 6-8 July 2006.

“Dynamic Analysis of Compromise-Effect: the Role of Attribute Number”(with A.Zammit) 35th EMAC Conference, Athens, 24-27 May 2006.

“Adoption of Ethical Drugs: The Role of User-Agent Interaction” (with M. Visentin and P. Stern) 2005 INFORMS Marketing Science Conference, Emory University, 16-18 June 2005

“When Should Firms License Their Brands? An Empirical Investigation on Governance Structure,” (with U.Lago and M.C. Colucci) EMAC Conference, Milan 24-27 May 2005

“Solidarity, Pricing and Country of Origin Effect: An Empirical Analysis” EMAC Conference, Murcia 18-May 2004.

"Sequential Adoption and Market Uncertainty" (with A. Marcati) Marketing Science Conference (Edmonton, Canada, 27-30 June), informs, University of Alberta Edmonton, Canada, 2002

“When Should Firms License Their Brands? An Investigation of the Impact on Governance Structure,” (with U. Lago), Academy of Marketing Conference Proceeding, Cardiff, 2001.

“Sequential Adoption and Market Uncertainty” (with A. Marcati) 30th EMAC Conference Proceedings, Bergen, 2001.

“Entry Strategy and Market Uncertainty: The Role of R&D and Marketing Interfaces” (with D. Riley) 30th EMAC Conference Proceedings, Bergen, 2001.

“The Role of Marketing Actions in Accelerating Time-to-Takeoff for Emerging Technologies: An Empirical Analysis,” INFORMS Marketing Science Conference, INSEAD, Fontainebleau (France), 10-13 July 1998.

“The Role of Marketing Actions in Accelerating Time-to Takeoff for Emerging Technologies,” EMAC Doctoral Colloquium, Warwick Business School (UK), May 18-20, 1997.

“A Cross Category Analysis of Low Share Brand Positioning,” (with B. G.S. Hardie) INFORMS Marketing Science Conference, University of Florida, Gainesville, FL, March 7-10, 1996.

“Modeling the Relationship between Advertising Agencies and their Clients in the Advertising Industry” (with A. Marcati), 25th Conference EMAC Conference, Budapest, May 14-17 1996.

“Account Loyalty and Switching in the Advertising Industry: A Latent Class Analysis,” (with Marcati) TIMS Marketing Science Conference, University of Arizona, Tucson, AZ, March 17-20, 1994.

“Account Loyalty and Switching Behaviour in the Advertising Industry,” (1993) (with A. Marcati), 9th IMP Conference, Bath.

Working papers and unpublished manuscripts

“Is This Product Popular or Extreme? The Impact of Popularity Cues on Extremeness Aversion,” (with A. Zammit) being revised for invited for re-submission at Journal of Marketing Research.

“Sequential Adoption: Does Trying Really Help Firms Decide ?” (with A. Marcati), being revised for invited for re-submission at International Journal of Research in Marketing.

“Pioneering Advantage, Compromise Effect and Consumer Decision Making” (with A. Zammit) about to be submitted at Marketing Letters.

“The Impact of Cross-channel Buying on Customer Life Time Value” (with Scott A. Neslin and Sara Valentini) manuscript available.

“The Role of Fit Between the Brand Fanpage and the Post in Determining Re-broadcasting Activity” (with S.Valentini and F. Vecchioni), manuscript available.

Work in progress

Customization and product choice (with Alessandra Zammit)

Life changes and Identity (with Maria Crisitina Cito and Alessandra Zammit )

Preference Stability and Channel choice (Federico Rossi and Sara Valentini)

Is There a Multichannel Deal Prone Consumer? (S.A. Neslin and Sara Valentini)

Pedagogical material

“Mandarina Duck: A Case in the Management of Distribution Networks” This case is an example of a multichannel distribution system in the fashion industry (Plastimoda markets luggage with the brand Mandarina Duck). Case developed under the supervision of Professor Alberto Marcati, for MURST University of Bologna (Italy).

Invited Presentations

25/09/2015 Manheim University, Germany (scheduled)

12/01/2015 Athens University of Economics and Business

19/12/2014 Luiss Guido Carli, Roma.

4/07/2014 Italian Marketing Society Summer School, Urbino,

7-9/05/2014 3rd Research Workshop of the Network entitled ‘The Geographies of Luxury: East, West and Global Directions’, Warwick Business School, UK.

9/02/2012 Cass Business School, London, UK.

9-10/12/2011 WIMI's and MSI's Crossplatform and Multichannel Customer Behavior.

“Does Multichannel Produce More Profitable Customers?” (with S. A. Neslin

and S.Valentini), 9-10 Wharton School, Philadelphia (USA).

19/5/2007 Association Francaise du Marketing, Aix les Bains, France

30/7/2001 Erasmus Business School, Rotterdam, Netherlands

26/7/1999 Warwick Business School, Coventry, UK

12/10/1998 Cass Business School, Londra, UK.

4/3/1998 London School of Economics, Management School, London, UK.

3/12/1997 ESSEC Graduate School of Management, Paris, France.

10/9/1997 University of Oxford, Management School, Oxford, UK.

Teaching

Since 2011 Bologna Business School (University of Bologna)

Course: Marketing Management (MBA)--in English

Since 2011 Bologna Business School (University of Bologna)

Course: Consumer Analysis (MBA-retail banking track) --in English

Since 2007 Bologna Business School (University of Bologna)

Course: Marketing Management (Executive Master in Technology and Innovation Management)

Since 2007 Bologna Business School (University of Bologna)

Course: Marketing Research (Master in Marketing and Communications)

Since Jan 2005 -University of Bologna

Associate Professor of Marketing

Courses: New Product Development (undergraduate), Marketing Models (MS in Statistics),

July 2002-2004-University of Bologna

Assistant Professor of Marketing

Courses: New Product Development (undergraduate), Marketing (MS)

2002-2005 Bologna Business School (University of Bologna)

Course: Marketing Management (EMBA)

Jan 2000-2001 Warwick Business School (UK)

Assistant Professor

Courses: Marketing (undergraduate), Marketing (MBA)

Professional Services

External

Ad Hoc Reviewer Journal of Marketing Research

Ad Hoc Reviewer International Journal of Research in Marketing

Ad Hoc Reviewer Journal of Interactive Marketing

Ad Hoc Reviewer Journal of Retailing

2007-2013 Executive Committee Member – European Marketing Academy, Italian National Representatives (member elected).

2005 Served as External Examiner of the Viva Voce Examination of Farideh Manoochery, University of Kingston, UK.

Internal

2014-present Director of the Global MBA, Bologna Business School

2008-present Member of the PHD Comitee, Department of Management.

2012 Organiser Seminars in Consumer Analytics, Alma Graduate School (Bologna). Peter Fader (Wharton School) and Bruce G.S. Hardie (London Business School).

2007-2013 Co-Organizer, Department of Management Seminar Series

2009-present Director of Master of Marketing and Management in the Car Industry

Doctoral Committee

2015 Federica Vecchioni, expected to complete (2018).

2014 Maria Cristina Cito, (June 2015) Doctorate in Management, Universiy of Bologna. Currently visinting teaching fellow, Bocconi University (Italy).

2010 Enrico Forti, Doctorate in Management, Universiy of Bologna. Currently Teaching Fellow at University College, London (UK).

2008 Sara Valentini, Doctorate in Management, University of Bologna,

Winner of the Best paper award based on dissertation, EMAC Conference 2008.

Currently Associate professor at the University of Bologna (Italy).

2008 Matteo De Angelis, Doctorate in Management, University of Bologna,

Mention of honour for the Best paper award based on dissertation, EMAC Conference 2008. Currently visiting assistant professor at LUISS (Roma).

2007 Alessandra Zammit, Doctorate in Management, University of Bologna, Currently assistant professor at the University of Bologna (Italy)

2005 Maria Chiara Colucci, Doctorate in Management, University of Bologna, Currently assistant professor at the University of Bologna (Italy).

Professional Membership

European Marketing Association

American Marketing Association

Informs