Fabrizio Zerbini
Professor of Practice
Biography
Fabrizio Zerbini is a Professor of Practice in Marketing Management at SDA Bocconi, where he serves as the Director of the Marketing Area and the Scientific Director of the lab Mobius for the Future Mobility. His areas of expertise include Customer Experience Management, AI & Digital Marketing Strategy, and Business Ethics.
He has published in international academic journals such as European Management Journal, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, as well as Italian academic journals including Economia e Management, Mercati e Competitività, and Finanza Marketing e Produzione. He is a member of the editorial board of Industrial Marketing Management.
As a visiting scholar, Fabrizio has been affiliated with the Carlson School of Management, University of Minnesota, Minneapolis, and the Hebrew University, Jerusalem. He has taught at institutions such as SciencePo, ESCP, Libera Università di Lingue e Comunicazione (IULM) in Milan, and Wien University. Previously, he served as Associate Dean for Undergraduate Studies, Head of the European Department of Marketing, Scientific Director for the Go-to-Market Track, and Scientific Director of the Digital Marketing Certificate at ESCP. He also held the position of Director of the Master in Event and Exhibition Management at Bocconi University.
With experience in consulting and managerial training, Fabrizio has worked with both SMEs and large organizations, including companies like 3M, ABB, Amazon, Brembo, Bongrain, CGT, CNH, Ebay, Ferrero, Fiera Milano International, General Electric, Epta, Intesa SanPaolo, Italcementi, Lidl, Mantrac, Mc Donald’s, Mercedes, Q8, Reale Mutua Assicurazioni, Reply, PwC, Shell, Sixt, Sony, Spar, Toyota, Unicredit, Windtre, WPP, and Zanichelli.
He holds a Ph.D. in Management from Bocconi University.
Recent Publications
ZERBINI, F., F. SORBINO, B. MEDICI, "La mobilità della Generazione Z negli ambienti urbani: insights dal programma di ricerca 2023-24 di Mobius Lab", Management delle Utilities e delle Infrastrutture, 2024, vol. 22, no. 2, pp. 60-66
CASTALDO, S., F. ZERBINI, "I punti chiave della trasformazione digitale del go-to-market", Economia & Management, 2022, no. 4, pp. 76-82
ZERBINI, F., "Il futuro elettrico della mobilità", Economia & Management, 2022, no. 4, pp. 92-93
ZERBINI, F., L. , I. M. COLM, C. MORBIDELLI, "Fight the Self and save the Planet: When feeling guilty and paying the bill isn’t that easy" in Sinergie-SIMA Management Conference 2022, 30 June-1 July, 2022, Milano, Italy
CRISTINI, G., G. TROILO, F. ZERBINI, "Le ricerche di marketing a supporto delle decisioni distributive" in Ricerche di Marketing. Metodologie e tecniche per le decisioni strategiche e operative - II Ed.., Luca Molteni, Gabriele Troilo (Eds.), Egea, chap. 13, 2022
MORELLI, M., G. STABILINI, F. ZERBINI - "Spending Analysis @ Barilla" - 2018, The Case Centre, Great Britain
ZERBINI, F., "CSR Initiatives as Market Signals: A Review and Research Agenda", Journal of Business Ethics, 2017, vol. 146, pp. 1-23
ZERBINI, F., "Store Relationship Management: modelli di analisi e strumenti applicativi" in Store Management: Il Punto Vendita come Luogo di Customer Experience., Castaldo S., Mauri C. (Eds.), Franco Angeli, chap. 4, pp. 133-164, 2017
ZERBINI, F., "Tirer parti des données textuelles du Big Data et Web Marketing", Survey Magazine, 2017
JACOB, F., F. ZERBINI, S. SCHAETZLE, "Culture as a cross-border supplier assessment" in 14th International Marketing Trends Conference - 22-24 January, 2015, Paris, France
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Grants & Honors
Premio alla Didattica, Università Commerciale Luigi Bocconi, 2020
Premio alla Ricerca, ESCP Europe Business School, 2016
Premio alla ricerca, ESCP Europe Business School, 2014
Premio alla Ricerca, Università Commerciale Luigi Bocconi, 2011
Best Management Paper, Mercati e Competitività, 2007
