Elisa Montaguti

Elisa Montaguti is a Full Professor of marketing at the University of Bologna (Italy). Formerly at Warwick Business School and Insead, she received her Ph.D. in Marketing from the London Business (UK). Her research focuses specifically on the subject of new product development and high-tech product marketing. Her current research focuses on channel choice models, multi-channel customer profitability, social influence and entry strategies for new products. Elisa’s research has appeared in various marketing journals including Marketing Science, Journal of Marketing , International Journal of Research in Marketing, Marketing Lettere, Advances in International Marketing, and Mastering Marketing Financial Times series.

Education

• Doctor of Philosophy (Ph.D.) London Business School (1994 — 1998)
• Business and Economics Università di Bologna (1986 — 1990)

Awards

• 2016 Sim Conference, Best Track paper, Service Retailing and Channel Management, 20-21 October, Cassino, Italy.
• 2016 SIM Conference, Best Conference paper 20-21 October, Cassino, Italy.
• 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 in reviewed journals

• “Identifying Omnichannel Deal Prone Segments, Their Antecedents, and Their Consequences” (with S. Valentini and S.A. Neslin), Journal of Retailing, (2020) Forthcoming.
• “Being the First Entrant and Getting Stuck in the Middle: The Risks of Becoming the Intermediate Pioneer” (with A. Zammit), European Marketing Journal (2017). (51) 7/8, 1178-1196.
• “Decision Process Evolution in Customer Channel Choice” (with Valentini, S., S.A. Neslin) (2016) in “From Little’s Law to Marketing Science” eds, G.L.Urban and J.R. Hauser MIT press.
• “Can Marketing Campaigns Induce Multichannel Buying and More Profitable Customers? A Field Experiment” (with S.A. Neslin and S.Valentini), Marketing Science, 2016 (35) 201-17(lead article).
• “The Interrelationships between Brand and Channel Choice” (with S.A.Neslin et al.), 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.
• “How new technologies can take off fast” (with S.Kuester and T.S Robertson) in Mastering Marketing, Financial Times Publications, (1999), 178-184.

Other selected publications:

• “Brand e social media: alla ricerca degli strumenti più efficaci nella ricerca all’engagement,” (with S. Valentini), Harvard Business Review-Italia., (2017).
• “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.