Gaia Rubera

Gaia Rubera is Amplifon Chair in Customer Science, Head of the Marketing Department, Full Professor at Bocconi University and at SDA Bocconi School of Management.

At SDA Bocconi, she is Director of the online program Fundamentals of Python and teaches Social Media Marketing in the MBA full time program.

Her research areas focus on Business Analytics, Social Media Marketing, Innovation and New Product Development, Strategic Marketing, Design Innovation and Creativity. Gaia was Research Manager at the Center for Innovation at Marshall School of Business, University of Southern California (2007-2008). From 2008 to 2012, she was an Assistant Professor at Michigan State University.

She is the author of numerous articles on her topics of interest. Her works have been published in important journals such as Marketing Science, Journal of Marketing, Strategic Management Journal, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Product Innovation Management, and Journal of International Business Studies. She is Associate Editor of Journal of the Academy of Marketing Science and sits in the editorial board of the Journal of Product Innovation Management and of the Journal of International Marketing. She is also member of the Academic Committee of the Product Development Management Association

Gaia holds a degree in Business Administration and a PhD in Business Administration and Management from Bocconi University.

Gaia holds a degree in Business Administration and a PhD in Business Administration and Management from Bocconi University.

Teaching domains

• Digital Marketing
• Big Data and AI Marketing
• Social Media Communication
• Customer-Centric Innovation

Publications

• Rubera Gaia, Kirca Ahmet J. (Forthcoming), “You Gotta Serve Somebody: The Effects of Firm Innovation on Customer Satisfaction and Firm Value”, Journal of the Academy of Marketing Science
• Rubera Gaia (2015),"Design Innovativeness and Product Sales’ Evolution”, Marketing Science, 34(1): 98-115.
• Rubera Gaia, Chandrasekaran Deepa and Ordanini Andrea (2016),"Open Innovation, Product Portfolio Innovativeness and Firm Performance: The Dual Role of New Product Development Capabilities," Journal of the Academy of Marketing Science, , 44(2): 166-184
• Rubera Gaia and Tellis Gerard J. (2014), “Spinoffs versus Buyouts: Profitability of Alternate Routes for Commercializing Innovations”, Strategic Management Journal, 35(13): 2043-2052.
• Ordanini Andrea, Parasuraman A., and Rubera Gaia (2014), “When the Recipe is More Important Than the Ingredients: A Qualitative Comparative Analysis (QCA) of Service Innovation Configurations”, Journal of Service Research, 17(2): 134-149.
• Griffith David A., and Rubera Gaia (2014), “A Cross-Cultural Investigation of New
• Product Strategies for Technological and Design Innovations,” Journal of International Marketing¸ 22(1): 5-20.
• Rubera Gaia and Droge Cornelia (2013), “Technology Versus Design Innovation’s Effects on Sales and Tobin’s Q: The Moderating Role of Branding Strategy”, Journal of Product Innovation Management, 30(3): 448-464.
• Rubera Gaia and Kirca Ahmet H. (2012), “Firm Innovativeness and its Performance Outcomes: A Meta-analytic Review and Theoretical Integration,” Journal of Marketing, 76(3): 130-147.
• Rubera Gaia, Griffith David A., and Yalcinkaya, Goksel (2012), “Technological and Design Innovation Effects in Regional New Product Rollouts: A European Illustration”, Journal of Product Innovation Management, 30(3): 448-464
• Rubera Gaia, Ordanini Andrea, and Calantone Roger (2012), “Whether to Integrate R&D and Marketing: The Effect of Firm Knowledge”, Journal of Product Innovation Management, 29(5): 766–783.
• Calantone Roger and Rubera Gaia (2012), “When should RD&E and Marketing Collaborate? The Moderating Role of Exploration-Exploitation and Environmental Uncertainty”, Journal of Product Innovation Management, 29(1): 144-157.
• Rubera Gaia, Ordanini Andrea, and Griffith David A. (2011), “Incorporating Cultural Values for Understanding the Influence of Perceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.” Journal of International Business Studies, 42(4): 459-476.
• Eisingerich Andreas, Rubera Gaia, Seifert Matthias and Bhardwaj Gunjan (2011), “Doing Good and Doing Better despite Negative Information? The Role of Corporate Social Responsibility in Consumer Resistance to Negative Information”, Journal of Service Research, 14(1): 60- 75.
• Rubera Gaia, Ordanini Andrea, and Mazursky David (2010), “Toward a Contingency View of New Product Creativity: Assessing the Interactive Effects of Consumers Characteristics”, Marketing Letters, 21(2): 191-206.
• Eisingerich Andreas, Rubera Gaia, and Seifert Matthias (2009) “Managing Service Innovation and Interorganizational Relationships for Firm Performance: The Strength of Strong Relationships in Services”, Journal of Service Research, 11(4): 344-356.