Chiara Piancatelli
Associate Professor of Practice
Biography
Chiara Piancatelli, PhD, is Associate Professor of Practice at SDA Bocconi School of Management. She is Coordinator of the Master in Fashion, Experience & Design Management (MAFED), Program Director of the Open Executive Course Marketing Management and Adjunct Professor of Event Marketing at Bocconi University. She teaches Digital Marketing, Digital Communication & Advertising Strategy, Social Media & Influencer Marketing, Experiential Event Design and AI Marketing and Marketing Management.
Chiara's current research projects aims to determine how digital technologies and tools help marketing to become more precise and predictive in order to create an augmented value for target customers, mainly in the Fashion & Luxury Industry. She is research associate at Deakin University, Australia, where she spent a visiting period during her PhD in Management & Innovation.
She is the author of numerous articles, books and book chapters on the subject. Among others academic journals, her work has been published on Psychology & Marketing (P&M), Journal of Business Research (JBR) and Journal of Strategic Marketing (JSM). She presented at the American Marketing Association Winter Academic Conference (AMA 2023, Nashville), Global Marketing Conference (GMC 2023, Seoul), Academy of Marketing Science (AMS 2022, Monterey), European Academy of Management (EURAM 2018, Reykjavík) and during the International Conference of Arts and Cultural Management (AIMAC 2017 Beijing, 2019 Venice).
Chiara earned a MSc in Economics and Management from Bocconi University and a PhD in Management & Innovation from Cattolica del Sacro Cuore University.
Recent Publications
RINALDI, F. R., C. PIANCATELLI, F. KHATAMI, "La trappola del greenwashing: strategie per un’autentica sostenibilità nella moda", Economia & Management, 2025, no. 2, pp. 36-54
PIANCATELLI, C., E. PRANDELLI, "Il potere dell’IA generativa nel settore del Fashion & Luxury", Harvard Business Review Italia, June 2024
PIANCATELLI, C., M. MASSI - "Embracing the Phygital Challenges in the Event World:The Case of Kering Eyewear" - 2024, The Case Centre, Great Britain
MASSI, M., C. PIANCATELLI, A. VOCINO, J. I. ROJAS-MÉNDEZ, "Making it real on social media: exploring authenticity strategies for sport and fitness influencers", Journal of Strategic Marketing, 2024, vol. 32, no. 8, pp. 1376-1397
TURRINI, A., M. MASSI, C. PIANCATELLI, "From Corporate Artification to Artification in the Third Sector", Journal of Philanthropy and Marketing, 2024, vol. 29, no. 4, pp. e1881
PIANCATELLI, C., "Kering Eyewear: how to utilize technology in the world of events - Kering Eyewear: Come utilizzare la tecnologia nel mondo degli eventi", SDA Bocconi Insight, 10 December 2024
PIANCATELLI, C., S. DE ANGELIS, "Un approccio innovativo per comunicare il brand", Harvard Business Review Italia, November 2024, pp. 98-102
MASSI, M., C. PIANCATELLI, A. VOCINO, "Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity", Psychology & Marketing, 2023, vol. 40, no. 7, pp. 1280-1298
BUONGIORNO SOTTORIVA, C., F. MEDA, C. PIANCATELLI, "L’accesso ai servizi e la selezione dell’utenza: il customer experience management a garanzia dell’equità" in Management della Cronicità: Logiche aziendali per gestire i nuovi setting sanitari finanziati dal PNRR., F. Longo, V. Tozzi (Eds.), Egea, chap. 3, pp. 63-80, 2023
PIANCATELLI, C., M. MASSI, A. ARBORE, "Verso un nuovo paradigma di omnichannel in chiave phygital", Harvard Business Review Italia, September 2023
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Grants & Honors
Best Paper Award for the paper “Authentic Omnichannel: Providing Consumers with a Seamless Brand Experience through Authenticity” (co-Authors M.Massi, A.Vocino) – 2022 AMS Psychology and Marketing Special Awards, Omni-Channel and Supply Chain Management Tracks, Academy of Marketing Science Annual Conference in Monterey - May 25-27, 2022, 2022
