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Andrea Guffanti
The Covid-19 pandemic of 2020 signified a disruption to the global economy that had not been witnessed before. It resulted in global demand and supply chain shocks. Almost every global economy suffered as a result of losses in production and employment due to production stoppages and limitations to global trade. Beyond the critical humanitarian effects of the crisis, it laid bare the resilience and vulnerabilities associated with the current economic architecture.
Veronica Sertori
Between the Alpine peaks and the lights of Milan, the Milano-Cortina 2026 Olympic and Paralympic Winter Games embody the spirit of a changing country. After Cortina 1956 and Turin 2006, Italy once again takes center stage with an Olympics that unfolds not in a single place but across many: a mosaic of territories, identities, and values coming together in one shared narrative. It is the first officially “distributed” edition in the history of the Olympic Games, a model of sustainability and collaboration that redefines the way we think about major events.
Riccardo Corsi
The energy industry has historically been among the most unsustainable sectors of the global economy. From an environmental standpoint, it has been responsible for a significant share of greenhouse gas emissions since the Industrial Revolution. On the social side, the energy sector has often been associated with worker safety risks, human rights violations and the exploitation of local communities.
Marco Francesco Paolillo
In today’s complex fiscal environment, uncertainty about taxation can seriously affect a company’s financial stability and reputation. My research explores how cooperative compliance — a regime that promotes open dialogue and trust between companies and tax authorities — can actually increase a firm’s equity value.
Davide Vitale
The existing literature highlights how in the past value chains in the fashion sector were mainly linear and based on a “push” approach. The focus was on the product, and the basic idea was that a superior product in terms of quality and innovation would naturally lead to successful sales.
Martina Catzola
In today’s hybrid marketplace, the cosmetics industry stands at the crossroads of transformation. This research was aimed to explore how women in Italy navigate the cosmetics market by identifying the main purchase drivers that influence their decisions, examining preferences between digital and traditional brands, analyzing favored purchasing channels (physical or online), and finally outlining actionable strategies for new entrants in the industry. Understanding these dynamics is important to analyze how digital-native brands and traditional beauty powerhouses coexist and compete in an ecosystem where brand identity, social influence, and consumer emotions play a central role in shaping purchase decisions. A deep dive into Italian women’s purchasing behavior reveals the complex balance between rational needs and emotional aspirations — and offers valuable clues for brands looking for growth.
Alessandro Rancati
The European Union has chosen electric as the sole form of powering the sustainable mobility of the future because of its high efficiency (90%), zero CO2 emissions, and a lower total cost of ownership (TCO) than other green alternatives. The 2035 deadline for ending the marketing of all types of non-purely electric vehicles has led the entire automotive supply chain to move huge amounts of capital to upgrade its production facilities and develop this new technology. The public sector has also shown a commitment to supporting the development of electric mobility through incentive policies for citizens and companies. In particular, these have taken the form of government subsidies for the purchase of electric cars. While some countries, such as Germany, have decided to discontinue them, others, including Italy, maintain them in an uneven and uncertain manner. Either way, the data signal how these subsidies have not worked in launching demand for electric cars, necessitating reconsiderations on strategies to pursue.
Broggi Lorenzo, Cazzulani Giorgia, Romor Francesco
In recent years, mental health has become an increasingly discussed topic. What was once considered taboo is now being talked about more openly.
Collective awareness has grown, as reflected in the rising number of people accessing psychological services. There is a growing recognition that caring for our minds is just as important as taking care of our bodies.
Denise Larice
Every minute, something happens. Everyone creates something, and that something is data! For instance, every minute, internet users send 231,400,000 emails. Tinder’s servers are constantly busy, as users make 1,100,000 swipes per minute—love generates an enormous amount of data. Data truly never sleeps!
Ilaria Croce, Alessia Parma, Carlo Alfredo Poloni
Sports sponsorship is much more than a signature on a contract: it is a strategic lever that, when well crafted, can shape brand perception, influence purchasing decisions, and open up new communication pathways. This is the core of our market analysis, designed to explore the effects of the partnership between Jannik Sinner—rising star and new icon of world tennis—and Head, a leading brand in sportswear and equipment.
Cosimo Malerba
In recent years, the retail sector in Italy has undergone a profound transformation in the competitive balance between private labels and national brands. The meat segment, in particular, serves as a valuable case study to observe current dynamics: on one hand, the rise of private labels as increasingly influential players in value creation; on the other, the resilience of established industrial brands, supported by strong reputations and greater innovation capacity.
Matteo Guarino
The banking sector, historically known for its complexity and strict procedures,has undertaken a significant evolution over the last few years. In the past, thebanking processes were largely dependent by manual approval chains thatslowed down the service offered thus increasing the possibility of human errors.
Alessia Trifiletti
The Covid-19 pandemic significantly transformed consumer behavior, particularly in the pharmaceutical sector. This study investigates the socio-demographic characteristics and decision-making processes influencing the purchase of non-prescription (SOP) medications specifically designed to alleviate Covid-19 symptoms.
Andrea Masperi
Photovoltaics has experienced significant growth in recent years, with Italy at the forefront of the transition to a sustainable future. This transition has been propelled by a confluence of innovations and incentives, resulting in a 88% reduction in the cost of photovoltaic energy (from 42 to 5 cents/kWh) and a 55% decrease in the cost of installation (from 4,808 €/kW in 2010 to 857 € in 2021).
Leonardo Falaschi
In recent years, Football in Saudi Arabia has taken on a new dimension, becoming one of the country’s most powerful tools for economic diversification and global affirmation thanks to exponential investments in the industry over the last five year. This change is part of a strategic framework, promoted by the Saudi government through Vision 2030, to transform the country’s image and reduce its dependence on oil.
Maeva Bertollo
According to the latest estimates, the luxury footwear market is expected to grow from its current value of $36.8 billion to nearly $68 billion by 2033. In this scenario, Italy stands out as the undisputed global leader, thanks to the recognized value of Made in Italy, a symbol of excellence, quality and prestige worldwide.
Francesco Forni
What encompasses Behavioural Finance and where does it originate?
The first generation of the field has been introduced by the two psychologists Daniel Kahneman and Amos Tversky and it is commonly referred to as Behavioural Economics, whose popularity raised in the 80s.
Maeva Bertollo, Andrea Masperi, Lorenzo Oddone
In recent years, the vegan cosmetics market has grown at an astonishing rate. More and more ethical and sustainable consumers are choosing products that respect the environment and animals. Fenty Beauty, the brand founded by the famous Rihanna, is at the forefront of this revolution.
Daniele Bianchini
Artificial Intelligence has progressively become embedded in more and more aspects of our lives, and sports are no exception. For this reason, it is crucial for managers to be aware of its applications, the implications it will have on the industry, and the opportunities and challenges that lie ahead.
Pasquale Sarubbi
The furniture sector in Italy has always been one of the pillars of the national economy, thanks to the robust manufacturing tradition associated with the prestigious “made in Italy.” In 2022, the wood-furniture supply chain reached a valuation of 49 billion euros, while the furniture macrosystem in the same year was valued at 29 billion euros, registering a growth of 11 percent compared to 2021.
Aldo Pigati
The purpose of the paper is to address the changes that have occurred in the automotive sector in recent years, with a particular focus on automotive companies, the central and driving element of the industry, and their adaptation to the transformations resulting from the electrification of the car model range.
Mina Lisenmayer
The holidays, particularly Christmas, are characterized by a sense of festivity. This powerful energy is a significant driver of holiday tourism that people in both Italy and the US take advantage of, either as consumers who travel during December or as companies that aim to boost profits through tourism. So, why do Americans and Italians travel during the holiday season, what are some of the most popular destinations in each country, and what strategies do popular tourist locations use to attract holiday visitors?
Giacomo Barsottelli
In this paper, the main objective was to evaluate the effect of introducing emojis in job advertisements and to understand how these widely-used pictograms are perceived by the readers of such messages. This work began by providing an overview of the impact that digitalization has had on the world of marketing and presenting some of the most successful communication tools. Digitalization has brought about significant changes in how companies and organizations communicate with their customers, leading to the emergence of new communication channels and tools, such as social media, email, and instant messaging. These tools have made it easier for companies to reach their target audiences and communicate with them more effectively.
Sara Salice
The Blue Tick verification system
Launched by Twitter in 2009 to protect celebrities from impersonation, the Blue Tick verification system has evolved from a symbol of authenticity and trust into an elite status symbol. This system prevailed until late 2022, when Twitter was bought by Elon Musk, who introduced Twitter Blue, which is a subscription service in which any person could pay $8/month and receive a Blue Tick next to their name. This created a lot of controversy: the present study focuses on the opinions of everyday people and on Twitter’s case.
Edoardo Porcelli
The research project carried out for my final thesis aims to consider the jewelry market to analyze the characteristics that certain consumer segments seek in the purchasing process and how these may align with the Irish brand under analysis, Póg. The global jewelry market is currently divided into three main regions. Among these, we find the Asia-Pacific region, which dominates the sector in terms of revenue. The main markets in this region are the Indian market and the Chinese market, which are the largest markets globally in terms of revenue. Following in terms of importance, we have the American region with a revenue of approximately sixty billion dollars in 2022. This region is characterized by high diamond consumption in its two main markets, Canada and the United States. Finally, the last macro-region is Europe, characterized by a multitude of medium-small-sized markets, leading to a total revenue of approximately 33 billion dollars in 2022.
Catello Acanfora
This article focuses on the calculation and definition of premium price within the luxury fashion sector. The premium price is an economic concept that refers to the price at which a product or service is sold, a price that by definition is higher than the market average. The calculation of the premium price considers several factors, such as product quality, company’s market position, consumer perception, and competition.
Michele Russo
In the modern digital age, where communication has become rapid and instantaneous, the words we pen down in the business realm carry profound significance. Crafting a compelling and effective text is no longer a simple skill; it’s a fine art that marries science and creativity. The real challenge becomes ensuring that content is not just a vessel for information but also a powerful tool of persuasion. But how it is possible to achieve such objectives?
Federico Graffi, Paolo Mastrapasqua, Florian Walter
The Premier League, what factors have led to the English league becoming one of the most popular in the world?
Firstly, for those who do not know, we need to explain that the Premier League is the English football league and nowadays considered as the best European Football League by players and fans. In the past, the gap between the Premier League and other European leagues was not that significant. Today, on the other hand, the English league consists of many financially powerful teams that can afford to sign a range of talented players and thus build very strong teams that overperform, even at the European level (e.g., Manchester City’s performances in the Champions League).
Virginia Erti, Sabrina Frigerio, Sara Piazza
The size of the amusement park market worldwide grew consistently until 2019, reaching a turnover of USD 73.5 billion. However, this growth came to a halt with the advent of the pandemic, resulting in a loss of 20% in 2020. It must be taken into account that due to the pandemic, the government kept amusement parks open for 17 weeks in 2020 and only 16 in 2021.
It is expected, however, that in this increasingly innovative and recreational sector, the size will grow again and reach USD 89 million by 2025.
Francesco Nascimbeni
Concept testing plays a crucial role in the development and launch of new products or services in the field of marketing and market research. This methodology allows companies to assess the reception and potential success of a new market idea among the target audience before making significant investments.
Valentina Buticchi
Travel agencies are facing the challenge to remain competitive in the current digital era. This is because the internet growth allowed big transformations in the travel sector, bringing autonomy, flexibility, and reduced costs in the booking process. As a result, nowadays the travel market is dominated by Online Travel Agencies or OTAs; a business model that changed the dynamics by taking advantage of the technology advancement: today two main competitors, Expedia Group and Booking Holdings, dominate the market.
Carlotta Pietrini
The Clean Beauty market is very attractive for brands operating in the cosmetics industry because the market for natural and organic cosmetics is growing at almost twice the rate of the entire cosmetics market. To clarify the concept of Clean Beauty, according to the Beauty That Lasts Index developed by the cosmetic multinational Coty Inc., it can be summarised into the following four principles: Good for me, referring to products made of vegan, cruelty-free and non-harmful ingredients, Good for the Planet, therefore with a packaging aimed at reducing environmental impact, Good for people, that is celebrating ethnic and gender inclusivity through genderless makeup suitable for all skin tones, and Good to be Natural, namely with natural hero ingredients that benefit the skin.
Francesco Cangemi Pagetti
What is neuromarketing? The best definition related to the group of methodologies and research tool can be provided with the words of Professor Ale Smidts, who coined the term more than 20 years ago. Prof. Smidts defines neuromarketing as:” the study of the cerebral mechanism to understand the consumer’s behavior in order to improve the marketing strategies.”
Federica Zullo
Technological innovations of recent years have had a significant impact on the lives of consumers, who are changing the way they think, produce and most of all buy. It is now clear that customers cannot live without e-commerce but, at the same time, this does not mean the death of physical stores. The concept of Phygital is intended to mediate between these two, as a combination of digital technologies and physical processes that make every shopping experience unique, in which the consumer feels a fundamental part of the process.
Alessandra Vittone
In Europe the households sector accounts for the 36.4% of the total European energy consumption and the percentage of energy efficiency building in Europe is around the 35%, this means that most of the energy produced goes to waste. Among all the measures that can be implemented in order to reduce energy consumption, subsidies seem to be a good alternative, but is it true?
Elena Maria Rossi
Nowadays, the way an eCommerce is presented, in terms of visual stimuli, plays a key role in the consumers’ online experience. Therefore, it is becoming increasingly important to focus on the phenomenon of the “online visual merchandising” (OVM), defined as the way in which e-tailers (online sellers) display the assortment on their online points of sale or e-stores (Wessels, 2019), using aesthetic and visual elements, such as colours, lettering and images.
Giulia De Riva
Nowadays, the world is more complex than it has ever been. Aftershocks from the global pandemic, the Russian-Ukrainian war, supply chain challenges, environmental and sustainability needs, inflation, the rise of the Metaverse, and so much more impact the daily lives of everyone around the world. The circumstances are demanding, and as such a need is rising for important innovation. Innovation often comes from disruptive ideas, and fostering disruptive ideas is a staple of design thinking. Design thinking is a powerful concept, fruitful for both people and organizations. Now beginning to understand this, companies from a wide array of sectors have spent the last 20 years increasing their use of the methodology, whether it be for simple product development or overall strategic work. As such, design thinking’s popularity has only increased around the world.
The objective of this paper is to investigate the supercar segment of the U.S. automotive market and, primarily through the construction of a multiple linear regression model, highlight the elements having a statistically significant impact in defining sales value. Among the many explanatory variables encapsulated by the model, it was decided to focus on five research elements:
Herdis Agovi
The importance and the health benefits provided from a high consumption of plant-based foods is well known. Indeed, various studies demonstrated the specific correlation between vegetables intakes and reduced presence of many diseases (for a review see Appleton et al., 2016). Although all the benefits, in the last decades a global dietary transition was registered with an increase of animal-based diet. Why people prefer one product over another one? Why healthy products are not consumed?
Nicola Massari
The use of machine learning and data analytics is nowadays a substantial and fundamental theme for businesses, and it found its application in the lodging industry as well, affecting areas such as dynamic pricing, customer segmentation, demand forecasting, ratings and reviews analysis, cancellation prediction, and service customization. Price-setting operations are fundamental in the revenue management process of most businesses, as such they have become a time-consuming task for managers who must be constantly up to date on trends, events, and market conditions over extended periods of time.
Duccio Bonetti
The question of whether the educational and the professional background of Chief Executive Officers play an active role in determining corporate outcomes has been addressed quite extensively by the related literature. Although the studies on the matter are rather fragmented, it is possible to identify a common starting point in the “Upper Echelons Theory”, initially theorized by Hambrick and Mason (1984). The latter states that the executives’ background is a strong predictor of organizational results, and it has often been considered as an important tool for hiring purposes. This analysis follows that direction. More specifically, references such as Gottesman and Morey, who tie CEO educational background with firm performance by citing the higher degree of intelligence, the refined methodologies and the network that educated executives are supposed to have over non educated ones (Gottesman & Morey, 2006), are addressed. It is thus worth to deep dive into CEOs’ education and work experience by investigating their impact on three major dimensions: company performance, export intensity and research and development (R&D) intensity. These three are examined as dependent variables in a statistical framework and are represented by the following responses: return on assets, international revenues to total revenues, and R&D expenses to total revenues, respectively.
Luca Musazzi
Ever increasingly and real environmental and climate problems led the European Union, in 2019, to approve the Green deal. That is a package of reforms aimed at making Europe environmentally sustainable and achieving climate neutrality by 2050. To achieve this goal, the “Fit for 55” reform package was approved on June 8, 2022. With this package, the European Union aims to reduce greenhouse gas emissions by 55 percent. One of these regulations calls for a 100% reduction in CO2 emissions caused by passenger cars by 2035. Therefore, it will no longer be possible for car manufacturers to produce and market diesel, gasoline, and hybrid (including plug-in) cars. They will otherwise have to aim their research and development funds toward the electric segment. Likewise, all member states will have to invest in a series of support measures for the purchase and use of electric cars, such as the creation of new charging points and incentives for the energy upgrading of buildings in order to install solar panels that can power private charging stations. In particular, Italy is aiming to achieve this through reforms such as the M2 mission of the PNNR. Of this plan, €0.74 billion has been allocated in the development of electric charging infrastructure and the “Superbonus 110%”. The purpose of these measures consists in a series of interventions to upgrade citizens’ homes, including, in favor of sustainable mobility, the installation of photovoltaic systems, storage systems and private charging stations for electric vehicles. Europe has seen a booming electric market in recent years. In 2021, electric BEVs, PHEVs and FCVs sold 1,578,719 units, recording a 105 percent increase over 2020. We find Germany in first place with 478,121 units sold and a 134% growth over the previous year. In second place is the United Kingdom with 212,181 units and a 95% increase. In third place is France with 208,771 sales and an 88% increase. In fourth and fifth place are respectively Norway with 109,139 units and a +62% and Italy with 100,151 units of electric cars with a growth, however, of 236%, much higher than in other European countries. Comparing the first quarter of 2021 and 2022 we note that, in Europe, there was a 60.8% increase in sales of all-electric cars (BEVs and FCVs). This went from 202,350 sales in the first quarter of 2021 to 325,285 in the first quarter of 2022. Currently, full electric cars cover 11.8% of the automotive market share. In contrast, in Q1 of 2022, 236,991 Plug-in Hybrid (PHEV) cars were registered, less than the respective quarter of 2021, suffering a negative change of 6.1%. Market share dropped to 8.6%. Overall, 562,276 cars were sold between BEVs, FCVs and PHEVs covering a market share of 20.4%.
Tommaso Ubezio
Sleep is one of the activities necessary to be able to live, but how much sleep is needed? What effect does lack of sleep have?
These questions form the basis of a study published in Depression and Anxiety that investigates how and to what extent the individual need for sleep can affect disorders such as anxiety, defined as a psychophysical disorder characterised by tension, worry and restlessness.
Lorenzo Saracino
Happiness is one of the most important aspects of our lives and it’s influenced by several factors. It is useful to observe and analyze data from the World Happiness Report to get an idea of the happiest countries, a publication of the ONU’s non-profit organization “Sustainable Development Solutions Network”, produced annually since 2012.
Nevro Cerasani
During the last few years, the volume of trading activities carried out electronically has increased significantly. According to a recent study, in 2019 around 92% of trading in the Forex market was performed by algorithms, and it is expected to grow at a CAGR (Compound Annual Growth Rate) of 11.23% from 2021 to 2026.
Francesco Pejrani
In 2019, the European Commission approved the Green Deal. The legislation stems from the need to make Europe an environmentally sustainable economy. The European legislation is also implemented in Italy with the publication of the PNIEC, or Piano Nazionale Integrato per l’Energia e il Clima (National Integrated Plan for Energy and Climate), which envisages 4 million fully electric vehicles in Italy by 2030. A vehicle can be called an electric vehicle, or BEV, when it has only one motor, which is electrically powered. When we speak of BEVs, we therefore do not mean PHEVs, i.e. cars equipped with two engines, one of which runs on petrol. BEVs are the only vehicles whose emissions are equal to 0.
Margherita Vito
In food service establishments, the prevention of food allergy reactions requires communication between food allergic individuals and restaurant employees. Current assistance is mostly based on verbal communication and often interactions with the server make customers dissatisfied. Frequent issues are related to the social embarrassment felt by client with food allergy and the uneasiness when interrogating staff about allergens, since not trained servers may be unable to respond questions and special requests. In this regard, technology could be a solution to generalize Food Allergy Communication in restaurants and improve the assistance by replacing servers in the role of communication media. In this way, the interactive marketing in restaurants would move from the Triangle Model of Kotler to the Pyramid Model of Parasuraman.
Gloria Rettore
Today health, environment and food are considered hot topics, especially for younger consumers. Meat, in particular red one, is perceived as a highly polluting and unhealthy food. As a result, more and more plant-based alternatives are emerging in the market, abroad as well as in Italy. Burgers, meatballs and even fillets able to replace meat and fish made of legumes are more and more easy to find in our supermarkets and restaurants. But is this just a trend or a category meant to stay on our store shelves? And what are the perceptions of younger people regarding this type of products?
Bianca Bignami
The phenomenon of immigration is a very topical issue. Throughout history there have never been so many people living in a country different from the one in which they were born. The European continent has become a destination for such flows, and today it is home to the largest number of migrants in the world.
Roberta Cameriere
Nowadays, spreading fake news and conspiracy theories are a very hot topic. Although these have always represented an issue, they have only been put in the spotlight in the latest years, due to today’s way of getting information and the characteristics of new media. It was during the 2016 United States presidential election that the term “fake news” was first used, in its current meaning, at a national level.
Alessia Salvato
In recent years, both the evolution of technologies and the emergency due to Covid-19 have required the need to adapt and seek flexible solutions for the organization of work in all areas, including education. Among these solutions, there is smart working: a work method that allows employees to have greater autonomy and greater flexibility in terms of time and place of work against greater responsibility for the results to be achieved.
Gemma Lenoci
At the end of the 2020 changes in consumption occurred, in particular a greater focus on health and a relative increase in health expenditure – mainly due to the pandemic situation – on consumers’ side. In addition, the vision of healthy eating has been changing and concepts such as ‘healthy indulgence’ have emerged.
Francesco Romano
This research made by Francesco Romano was aimed at defining a guidance for the creation of influencer marketing campaigns and for the development of programmes to find the most suitable consumers to leave reviews. Specifically, the author focuses on different ways of communication and on four specific characteristics and their impact on persuasion to understand who is the ideal endorser for a product and how he should behave. The source characteristics taken into consideration are expertise, attachment to the source, arrogance and modesty of the source.
Alice Parodi
The goal of the thesis project carried out by Alice Parodi is to draw up a territorial marketing plan for her city, Albenga. In the elaboration of the plan the collaboration with the Municipality was relevant, in particular with the councillors of tourism and events, and with SL&A Tourismo e Territorio, a tourist consultancy company in Rome, formally in charge of drafting the marketing plan.
Alessandro Bovio
The automotive market is going through a very important transition, which will transform this sector forever. The two most influencing trends in the automotive sector are electrification and autonomous driving, they will impact car manufacturers in many areas and will specifically have a negative effect on the aftersales business, reducing maintenance occasions. After-sales is a difficult market per se, being very mature, with an expected growth rate close to zero. In addition, competition is increasing, due to the entry of new players, which especially sell spare parts online.
Giulia Rotari
With Covid-19 shattering and revolutionizing most of our daily routines, also impacted was our relationship with fitness and exercise. Indeed, the revolution caused by the virus has brought an abrupt change to the way people think, practice and adapt to fitness, due to the inability to access in any way dedicated professional facilities and tools for a prolonged period of time. This represented a moment for people to truly re-invent ways in which to keep the body in movement, notwithstanding the limited resources, knowledge and space. Having the opportunity to learn about Gymnasio, a start up with the goal to revolutionize home fitness, was what drove Giulia Rotari to start a structured market research with the goal to answer the research question: Is there a potential business opportunity and customer base for Gymnasio in the Italian market?
Diego Giuseppe Ianni
According to a Gallup’s survey, done among more than 30.000 employees in US, 53% of people are “Not engaged” at work, it means that they are not cognitively and emotionally connected to their work and 13% of people are “Actively disengaged”, for them is a nightmare to go to work.
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