Andrea Ordanini

Andrea Ordanini is Full Professor of Marketing Management at the Marketing Department of Università Bocconi, where he holds the BNP Paribas Chair in Marketing and Service Analytics and he was Marketing Department Director from 2013 to 2019.

He teaching activity is focused on Marketing and Service Innovation with particular attention to music and art industries both at graduate and at business school. He is faculty member of the MAMA master and of the DBA program.

Andrea's research works focuses on marketing of services and cultural products consumption, in particular in the music industry. He published on the most relevant marketing journals like Journal of Marketing, Marketing Science and Journal of Consumer Research. He is Editor of “Journal of Product Innovation Management” and “Journal of Service Research”.

He received a degree in Business Administration from Università Bocconi, a PhD in Business Administration from Università di Pavia and he was Visiting Researcher at London School of Economics and Political Sciences and at University of California at Irvine.

Teaching domains

• B2B Marketing
• Service Marketing
• Big Data and AI Marketing

Latest publications

VALSESIA F., NUNES J. C., ORDANINI A. I am not talking to you: Partitioning an audience in an attempt to solve the self-promotion dilemma Organizational Behavior and Human Decision Processes, 2021, vol.165, pp.76-89

NUNES J. C., ORDANINI A., GIAMBASTIANI G. The Concept of Authenticity: What It Means to Consumers Journal of Marketing, 2021, vol.85, no. 4, pp.1-20

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

NIJSSEN E. J., ORDANINI A. How important is alignment of social media use and R&D–Marketing cooperation for innovation success? Journal of Business Research, 2020, vol.116, pp.1-12

KIM C., KANNAN P. K., TRUSOV M., ORDANINI A. Modeling Dynamics in Crowdfunding Marketing Science, 2020, vol.39, no. 2, pp.339-365

Grants & Honors

• Excellence in Research Award - Università Commerciale Luigi Bocconi , 2022
• Hunt/Maynard Award for the Most Significant Yearly Contribution to Marketing Theory: The Concept of Authenticity: What It Means to Consumers (with J. Nunes and G. Giambastiani) , 2022
• Excellence in Research Award - Università Commerciale Luigi Bocconi , 2021
• Best Paper Award, Services Marketing Track – American Marketing Association Winter Conference, Austin, TX: When Technology Hurts: Unexpected Evidence from a Multi-Method Analysis in High-Touch Services (with A. Nanni) , 2019
• Excellence in Research Award - Università Commerciale Luigi Bocconi , 2019
• Excellence in Teaching Innovation - PhD School - Università Commerciale Luigi Bocconi , 2019
• Emerald Citation of Excellence Award for articles published in 2014: When the Recipe Is More Important Than the Ingredients: A Qualitative Comparative Analysis (QCA) of Service Innovation Configurations. “Journal of Service Research”, (with A. Parasuraman, and G. Rubera) , 2017
• “Teaching Excellence” Award - Università Commerciale Luigi Bocconi , 2016
• Excellence in Research Award - Università Commerciale Luigi Bocconi , 2015
• “Journal of Service Research” 2011 Best Article Award: Service Innovation Viewed Through a Service-Dominant Logic Lens: A Conceptual Framework and Empirical Analysis (with A. Parasuraman) , 2012
• “Teaching Excellence” Award - Università Commerciale Luigi Bocconi , 2012
• Best Paper Award, Overall Conference – American Marketing Association ServSig International Conferences, Porto, PT: Crowdfunding: transforming customers into investors through innovative service platforms (with M. Pizzetti, L. Miceli, and A. Parasuraman) , 2010
• Best Paper Award, Research Methods Track – American Marketing Association Winter Conference, New Orleans, LO: Exploring the Power of Qualitative Comparative Analysis: A Replication and Extension of a Prior Study on Accelerating New Product Development (with E. Nijssen and F. Langerak) , 2010
• Best Paper Award, Overall Conference – American Marketing Association Winter Conference, Tampa, FL: Service Innovation in The Service Dominant Logic: In Search of a Framework (with A. Parasuraman) , 2009
• Best Practitioner Presentation Award Finalist - 18th Frontiers in Service Conference, University of Hawaii: A “Financial” Innovation in Promotion Services: the case of LoyaltySharesTM (with E. Philips) , 2009
• Highly Commended Paper – 11th Symposium on Service Excellence in Management, Wolsfburg, GER: The Moderating Role of Customer Co-Production on the link between Service Creativity and Intention-to-buy (with G. Rubera and A. Parasuraman) , 2009
• Emerald Literati Award for a Highly Commended Paper Published on the “International Journal of Production and Operation Management”: Strategic Capabilities and Internet Resources in Procurement: A Resource-Based View of B-to-B Buying Process (with G. Rubera) , 2008
• Excellence in Research Award - Università Commerciale Luigi Bocconi , 2007
• SDA Best Management Paper Award: Consumption Patterns, Digital Technology and Music Downloading, (with L. Molteni). “Long Range Planning” – vol.36, n.4 – 2003 (pp. 389-406) - SDA Bocconi School of Management , 2004