Michela Addis

Michela Addis is associate professor of economics and business management at Università degli Studi di Roma Tre. She has since coordinated important research projects, at a national and international level. Her research is focused on the analysis and management of the experience of consumption, consumer engagement, customer relationship management and customer loyalty. She is the author of two books on experiential marketing published by Prentice Hall Financial Times, and Pearson Education, as well as many articles in important journals in Italy and abroad. She has spent many years doing research abroad at prestigious institutions such as the Helsinki School of Economics, Columbia Business School and ESADE Business School. She has also collaborated with Harvard Business School, the resulting work produced the Eataly business case. Michela got her bachelor’s in Economics and Commerce at the Università Degli Studi di Roma Tre and her PhD in Business Economics and Management from Bocconi University. We were able to catch up with Professor Michela Addis and ask her a couple of questions regarding opportunities and obstacles students face nowadays.

Companies

• Coordinator of the research infrastructure Center of Excellence of DTC Lazio - Distretto Tecnologico dei Beni Culturali della Regione Lazio (2021)
• Director Centro di Studi su Mercati e Relazioni Industriali - CESMER Università degli studi Roma TRE (2018)
• Full Professor of Marketing Università degli Studi di Roma Tre (2018)
• Dean Scuola di Economia e Studi Aziendali Università degli studi Roma TRE (2019 — 2021)
• Adjunct Senior Professor SDA Bocconi School of Management (2018 — 2018)
• Associate Professor Università degli studi Roma TRE (2006 — 2018)
• Senior Professor - core faculty SDA Bocconi (2010 — 2017)
• Professor - core faculty SDA Bocconi (2003 — 2009)
• Assistant Professor Università Bocconi (2003 — 2006)

Education

• PhD Università Luigi Bocconi
• Laurea Università degli studi Roma TRE

Publications

Books

• “Personalizzazione vs. semplificazione: Ottimizzare la differenziazione divertendosi” (with F. Ricotta, G. Miniero). In Libro per Cuomo. 2016
•  “Introduction”. In Addis M. Ed. Legends in Marketing – Morris B. Holbrook, Volume 5: Esthetics and Tastes, Part II – Effects of Personality, Class, and Expertise, 2015, UK: Sage Publications 
•   Legends in Marketing – Morris B. Holbrook, Volume 5: Esthetics and Tastes, Part II – Effects of Personality, Class, and Expertise, 2015, UK: Sage Publications
• “Il ruolo della fantasia nei processi di consumo” (with G. Miniero, F. Ricotta). In Stefania Borghini, Antonella Carù, Francesca Golfetto, Stefano Pace, Diego Rinallo, Luca Visconti, Fabrizio Zerbini (eds.), Prodotto, consumatore e politiche di mercato quarant’anni dopo. Scritti in Onore di Stefano Podestà, 2012, Milano: Egea, 115-132 (978-88-238-1227-7)
• “Il significato dell''esperienza di consumo nel settore artistico e culturale”. In Massimo Montella, Mara Cerquetti (eds.), Economia, Cultura, Territorio, 2011, Macerata: EUM, 45-53 (978-88-6056-248-7)
• “Dreaming of Artistic Excellence, Popularity, or Both?”, (with M.B. Holbrook). In O’Reilly D., Kerrigan F. Eds. Arts Marketing: A Fresh Approach, 2010, UK: Routledge, ch. 10, 141-152 (9780415496865)
• “Il marketing dell’esperienza di consumo”. In Sandro Castaldo (eds.), Marketing & Fiducia, 2009, Bologna: Il Mulino, 405-426 (9788815132178)
• “Addressing Prejudices and Urban Legends:  The Tampax Case”. In Schiffman L., Kanuk L., Hansen H. (Eds.), Consumer Behaviour: A European Outlook, 2008, Harlow, UK: Prentice-Hall Financial Times, 390-391 (ISBN-10: 027370401X; ISBN-13: 978-0273704010)
• “The Value Creation of the Virtual Aesthetic Communities”. In Uusitalo L. (Ed.), Museum and Visual Art Markets, 2008, Helsinki: HSE Print, 169-180 (ISBN 978-952-488-287-3)
• “Converging Industries Through Experience: Lessons from Edutainment”. In Carù A., Cova B. (Eds.), Consuming Experiences, 2007, Abingdon, Oxon: Routledge, chap. 10, 139-153 (with S. Podestà) (978-0-415-38244-1)
• Translation. Kotler, Philip, Lane Keller, A Framework for Marketing Management, 3rd Edition, Pearson Prentice Hall, Upper Saddle River, New Jersey (Il marketing del nuovo millennio, Pearson, 2007, Milan)
• Ad uso e consumo. Il marketing esperienziale per il manager, Milano, Financial Times Prentice-Hall, 2007 (9788871924274)
• “Le pratiche commerciali sleali e le risorse di fiducia delle imprese: aspetti positivi e questioni irrisolte”. In Enrico Minervini, Liliana Rossi Carleo (eds.), Le pratiche commerciali sleali. Direttiva comunitaria ed ordinamento italiano. Quaderni di Giurisprudenza, 2007, Milan: Giuffrè Editore, 57-74 (8814134898)
• “Acquisti, consumo ed emozioni”. In Sandro Castaldo (eds.), Distribuzione: Retailing e Acquirente, 2006, Milan: Il Sole 24 Ore/Università Bocconi Editore/La Repubblica, 128-157 (with I. Soscia)
• L’esperienza di consumo. Analisi e prospettive di marketing, Milan, Pearson Education, 2005
• “Postmodernisme et recherche en marketing”. In Silva F., Carù A., e Cova B. (Eds.), Marketing Méditerranée et Postmodernité, 2005, Marseille: Euromed Marseille, 69-106 (with S. Podesta’) (ISBN-10: 1929165285; ISBN-13: 978-1929165285)
• Mobile Communication. Successi di marketing nelle telecomunicazioni mobili in Italia, 2002, Il Sole 24 Ore, Milan (cocuratore M. Costabile) (9788883633676)
• “La gestione delle relazioni con i clienti nell’esperienza aziendale: il caso Omnitel”, in Costabile M. Il capitale relazionale, 2001, Milan: McGraw-Hill, 197-229 (with M. Costabile)
• “IBM Direct: lo sviluppo del marketing relazionale” in Iasevoli G., e C.A. Pratesi, Sviluppare la fedeltà ascoltando il cliente. Il Numero Verde come strumento di marketing relazionale, 1997, Milan: Sperling&Kupfer Editori, 171-177
• “L’analisi del campo di variabilità delle stime del valore del capitale economico” in Oricchio G. (a cura di), Introduzione alla consulenza aziendale nelle aree di informativa contabile e di analisi finanziaria, 1996, Roma: Kappa, 179-184 (with S. Gaias)

Articles

• “Humanizing a Superhero: An Empirical Test in the Comic Books Industry,” (with G. Troilo), International Business Research, 2016, vol. 9 (11), 189-200
• “Understanding the customer journey to create excellent customer experiences in bookshops”, International Journal of Marketing Studies, 2016, Vol. 8, Nr. 4, 20-36
• “Personalizzare l’offerta con successo: Il ruolo della fantasia”, Economia & Management, 2015, 1, 46-66 (with G. Miniero, F. Ricotta)
• “Effects of Arousal, Dominance and Their Interaction on Pleasure in a Cultural Environment,” (with G. Miniero, A. Rurale), Psychology & Marketing, 2014, vol. 31 (8), 628-634
•  “Consumers’ Identification and Beyond: Attraction, Reverence, and Escapism in the Evaluation of Films”, (with M.B. Holbrook), Psychology & Marketing, 2010, September, vol. 27 (9), 821-845  
• “Art versus Commerce in the Movie Industry: A Two-Path Model of Motion-Picture Success”, Journal of Cultural Economics, 2008, vol. 32 (2), 87-107 (with M.B. Holbrook) (0885-2545)
• “Buying a Book as a Christmas Gift: Two Routes to Customer Immersion”, Service Industries Journal, 2007, December, Vol. 27, number 8, 991-1006 (with G. Sala) (0264-2069)
• “Taste versus The Market: An Extension of Research on The Consumption of Popular Culture”, Journal of Consumer Research, 2007, October, vol. 34, 415-424 (with M.B. Holbrook) (0093-5301)
• “Essere ‘In” quando si sceglie di essere “Out’: La gestione delle relazioni nel caso del Teatro Out Off”, Finanza Marketing & Produzione, 2007, a. XXV (3), 87-112 (with G. Miniero) 
•  “Technology-Supported Education: Old Questions for New Strategies”, Innovative Marketing, 2006, Vol. 2 (4), 131-147 (with A. Arbore, F. Zerbini)
• “New Technologies and Cultural Consumption.  Edutainment Is Born!”, European Journal of Marketing, 2005, Vol. 39 (7/8), 729-736 (0309-0566)
• “Long life to Marketing Research: A Postmodern View”, European Journal of Marketing, 2005, Vol. 39 (3/4), 386-412 (with S. Podesta’)
• “Il Postmodernismo: Alla Ricerca dell’Introvabile”, Finanza, Marketing & Produzione, 2003, anno XXI (1), 5-41 (with S. Podestà) 
• “Nuove tecnologie e consumo di prodotti artistici e culturali: verso l’edutainment”, Micro & Macro Marketing, 2002, a. XI (1), April, pp. 33-59
• “La valutazione delle pubblicazioni italiane per gli studiosi di marketing”, Finanza, Marketing & Produzione, 2002, a. XX (3), Settembre, pp. 70-95  (with M. Costabile, K. Matzler)
• “On the Conceptual Link Between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity”, Journal of Consumer Behaviour. An International Research Review, 2001, 1: 50-66 (with M.B. Holbrook)
• “Evoluzione dell’assetto istituzionale di un museo: la Centrale Montemartini”, Economia & Management, 2001, 3: 111-120 (with G. Cappelletti)
• “Il Neo-Istituzionalismo e le sponsorizzazioni aziendali nel settore culturale”, Finanza, Marketing e Produzione, 2000, a. XVIII (1): 135-16