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Marketing Strategies in a Hyper-Connected World

There are no good or bad marketing strategies per se without understanding our Competitive Cycles. A good marketing strategy in a War of Position can be a bad strategy for a War of Movement, and vice versa. Starting with the fundamentals of strategic marketing, the book proposes an effective framework for managing marketing strategies in the age of hyper-competition. It reinterprets market challenges ...

International Strategy

Managing companies in the global economic system

In a global economic system marked by continuous changes, companies shouldadapt their strategies to successfully manage international activities. On onehand, strategic decisions play a key role in detecting and seizing internationalopportunities. On the other hand, global shifts have a strong impact on everytype of company and organization, regardless of their size and degree of internationalization.Focusing ...

Neuroeconomics

Theory, Applications, and Perspectives Neuroeconomics is a recent promising interdisciplinary scientific area which involves neuroscientists, economists, and psychologists interested to offer a new and shared theoretical vision that considers the role of the brain in individual decision-making in economics. This collection of papers provides an interesting overview of the recent evolution of the ...

Space Economy

The New Frontier for Development

According to the OECD definition, the space economy is the set of activities and use of space resources that create value and benefits for humanity through the exploration, understanding, management, and use of space. The space economy goes far beyond the space sector in a narrow sense, because it extends to the increasingly pervasive and changing impacts of products, services, and knowledge derived ...

Braveship

The Courage to Innovate: Embracing the Journey to Distributed Leadership

What prevents us from being fully ourselves at work, from growing, from having fun while bringing value? Why do we wear masks and play roles, thereby reinforcing the very stereotypes that stifle our humanity at work? Why don’t companies allow people autonomy, mutual respect, and the development of their talents and inclinations? What undermines the connection between business case and fairness case, ...

Fashion Industry 2030

Reshaping the Future Through Sustainability and Responsible Innovation Some key data about the future of the fashion industry highlight the need for immediate action. The increase of clothing consumption will generate an increase in the use of resources and generation of waste. On the other hand, the demand of LOHAS (Lifestyle of Health & Sustainability) consumers is increasing, also in luxury. The ...

Gen Z and the Future of Wealth

Sustainable Investing and Wellbeing for Our Next Generations

The world has never be so rich—at least financially. And so unsustainable—economically, socially, and environmentally. In fact, we are all living a “nemesis of wealth” (nealth), caused by our shortsighted choices of the past, just focused on ROE, NPV, and shareholders’ value. This “nealth” is now paying us back not only with loads of public debt, inflationary money, and debased cryptocurrencies; ...

Connected Signature Experience

A Strategic Framework for Customer and Employee Engagement at the Intersection of People, Technology, and Data

In a world where many organizations drift amid disjointed data, fragmented processes, and isolated initiatives, Connected Signature Experience argues that the future of customer experience depends on mastering two strategic dimensions: Connection, which integrates, and Signature, which differentiates.Connection ensures that experiences flow seamlessly: Externally, between customers and the brand, ...

Futourism

New Maps for the Travel Industry How will the tourists of the future travel? Where will they like to stay? What experiences will they look for? Tourism is one of the strongest and fastest growing sectors of the world economy and has become one of the most advanced frontiers for technological innovation applied to transport and entertainment. The book provides a simple illustration of how tourism ...

The BUP series

BUP, Bocconi University Press, is an imprint of EGEA, the publisher of Bocconi University, Milan, the most prestigious Italian university in Economics, Social Sciences, and Business and Management Studies. The aim of the imprint is to facilitate the circulation and fruitful exchange between Italian and international authors and contents and to foster the dissemination and sharing of skills and knowledge ...