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Corporate-Color
Silvia Vianello

SILVIA VIANELLO

Associate Professor and Director – Innovation 

Linkedin Profile

Education

  • PhD Economics and Organisation, Ca’ Foscari University Venice (Italy)/School for Advanced Studies in Venice (SSAV)
  • MS Marketing, Ca’ Foscari University Venice (Italy)/Exchange with ESSEC (Paris)
  • BA Business Administration, Ca’ Foscari University Venice (Italy)
  • Executive Course, Cities: The Past, Present and Future of Urban Life, Harvard Business School (USA)
SUBJECT TAUGHT / STUDENT PROJECT MENTOR
  • Marketing Management 1
  • Immersion - The Digital Decision Maker
EXPERIENCE

Academic experience

  • Marketing Professor at the SDA Bocconi School of Management (Milan, Italy) and Bocconi University (2008 - 2017)
    Prepared and delivered various MBA, graduate, undergraduate and executive courses, namely: “Consumer behavior online-offline-mixed mode”, “E-commerce”, “CRM and Customer Relationship Strategy”, “Internet and New Media for Corporate Communication”, “Quantitative and qualitative analysis of demand”, “Brand Portfolio Analysis”, “Online and Offline Pricing and Value Management”, “Marketing Strategy for the Fashion Industry”, “Digital Marketing and Online Communities in Sport Environments”, “Pricing and Value Management”, “Green Marketing”, “Marketing in the digital environment”, “Pricing and Value Management”, “Retail Marketing”, “Marketing Research”.
  • University of Saint Gallen, Switzerland (2013 - 2017)
    Visiting Marketing Professor and Digital Marketing and Omnichannel Strategy Consultant for executives
  • ESE, New York, USA (2007)
    MBA Teaching Professor, Quantitative Marketing Researcher, Academic Coordinator
  • Jones Graduate Business School of Management, Rice University, Houston, Texas, USA (2004 - 2006)
    MBA Teaching Professor and Quantitative Marketing Researcher

Corporate experience

  • Marketing Director, Maserati (May 2017-June 2018)
    Developing and executing marketing plans for 24 countries in MEAAA (Middle East, Asia, Africa, Australia)
  • Founder and Managing Director of Reinventami, marketing consulting boutique (2008 - 2017)
    Developing and executing marketing plans for major companies in various industries including food, fashion, banking, education, automotive, telecom, and pharmaceutical
  • Journalism Experience for Celebrity Speakers (2007-2017)
    Published many articles in different magazines and newspapers. Examples available on https://www.linkedin.com/in/silviavianello
  • Speaker at many events related to web, digital and technologies. Examples available on http://www.celebrityspeakers.it/eng/our-speakers/profile/silvia_vianello and http://elastica.eu/en/artisti/silvia-vianello-2/
  • Host of the TV Show “SmartAndApp: Technologies able to improve your life”, Sky Channel (2011 - 2014)
  • Vianello G., Vianello S., Green Sales Approach: How to Double Your Sales and Increase Efficiency, New Horizons of Business Thought, Gennaio 2012
  • U.M. Dholakia, Vianello S., Effective Brand Community Management: Lessons from Customer Enthusiasts, Journal of Brand Management, Vol. VIII, n.1, (2011)
  • Vianello S. “16 Consigli per avere il massimo da Twitter anche con più di 160 caratteri”, pubblicato su CheFuturo, Maggio 2012 http://www.chefuturo.it/2012/05/16-consigli-per-avere-il-massimo-da-twitter/
  • Vianello S. i 9 motivi per cui il vostro sito e-commerce non funziona (e le mie soluzioni), pubblicato su CheFuturo, Luglio 2012 http://www.chefuturo.it/2012/07/i-9-motivi-per-cui-il-vostro-sito-di-e-commerce-non-funziona/
  • Vianello S. Le migliori idee digitali per rivoluzionare la shopping experience, pubblicato su CheFuturo, Settembre 2012 http://www.chefuturo.it/2012/09/le-migliori-idee-digitali-per-rivoluzionare-la-shopping-experience
  • Vianello S., 12 Strumenti per potenziare LinkedIn e trovare un lavoro, pubblicato su CheFuturo, Giugno 2012 http://www.chefuturo.it/2012/06/12-strumenti-per-potenziare-linkedin-e-trovare-un-lavoro/
  • Vianello S., Perché la Nuova Economia ha bisogno di Startup e di App Green e Web, Che futuro, Aprile 2012 http://www.chefuturo.it/2012/03/green-web-economics-la-nuova-frontiera/
  • Vianello S., “Twitter nel mondo Pharma: un’opportunità da prendere al volo Integratore Nutrizionale” Giugno 2012
  • Vianello S., “Come supererare una situazione di crisis management sui Social Network nel mondo Pharma” Cosmetic Technology” Febbraio 2012
  • Vianello. S, 5 App per il settore legale: il tuo ufficio in tasca, IlSole24ore, Dicembre 2011
  • Vianello. S, Il marketing non funziona? Questione di metriche, IlSole24Ore, June 21, 2011
  • Vianello. S., Come trovare lavoro con i social network, pubblicato su Al Femminile, 2012 http://www.alfemminile.com/donne-carriera-lavoro/trovare-lavoro-con-i-social-network-d28890.html
  • Vianello. S., La tecnologia che migliora la vita, Chefuturo Aprile 2012 http://www.chefuturo.it/2012/04/le-30-appl-che-ci-migliorano-la-vita/
  • Carù A., Reina D., Vianello S., Green Marketing, Economia e Management, 4 (2010)
  • Reina D., Vianello S., Green: addio al consumatore. L'utilizzo soppianta il consumo, la scarsità vale più dell'abbondanza, il Mondo/via Sarfatti 25 (2010)
  • Vianello S., Online Falliscono i Maniaci del controllo, il Mondo/via Sarfatti 25 (2010)
  • Dholakia, Utpal M. Silvia Vianello, Effective Brand Community Management, accepted IUP Journal of Brand Management
  • Dholakia, Utpal M., Vianello S., The Fans Know Best: When it comes to building online brand communities, do unto yourself as others already do unto you, MIT Sloan Management Review, Wall Street Journal, August (2009).
  • Vianello S., Mandelli A., Beyond Knowledge and Branding: The Impact of Online Consumer Communities on Buying Behavior", special issue a cura di Castaldo S., Finanza, Marketing e Produzione, "Le nuove frontiere della ricerca sui temi distributivi", (2009)
  • Bykadorov I., Ellero A., Moretti E., Vianello S., Motivation of retailers with different skills and optimal wholesale price policy, European Journal of Operational Research, 194; 2, (2009), pp. 538-550.
  • Reina D., Vianello S., Il futuro degli acquisti d’impulso in Farmacia , Bellezza in Farmacia, Dicembre (2008)
  • Vianello S., Palermo V, ePromotion ed Interactive Detail: Le Nuove Frontiere del Marketing Farmaceutico Digitale, Bellezza in Farmacia, Luglio (2008)
  • Vianello S., Gori L., L’importanza della Brand Image nella Dermocosmesi, Bellezza in Farmacia, Maggio (2008)
  • Vianello S., Consumatore Interattivo: Modelli Distributivi Multimediali a Confronto, Bellezza in Farmacia, February (2008)
  • Legrenzi P., Vianello S., Il progetto come risultato di una “mano invisibile” e di un autore”, Sistemi Intelligenti, August (2002)

Conference Papers Presented

  • F. Ancarani, F. Jallat, S. Vianello “On the Growth of Online Price Dispersion over Time”, 12th annual Pricing Conference, Babson College, Boston, 2010.
  • Vianello S., Ancarani F., Quartuccio F, “How to Profit from an Existing Customer Base to drive Company Growth and Profitability”, Marketing Science, Cologne, 2010.
  • Mandelli A., Salviotti G, Vianello S., "ICT & organization performance: uncovering the mediating role of organizational learning and social capital". In: EMAC (European Marketing Academy Conference). Nantes, 2009.
  • “The Impact of Venue Interactivity and Community Engagement on Online and Offline Consumer Behavior”, Vianello S., International Congress “Marketing Trends”, Paris, 2007.
  • “A Study of Sharing in Online Consumer Communities”, Vianello S., EMAC, Athens, 2006.
  • “A Study of Free-Riding-Mitigating Mechanisms in Online Consumer Networks”, Vianello S., EMAC, Athens, 2006.
  • “A Study of Firm-Managed and Customer-Managed Online Brand Communities”, Almeida S., Dholakia U., Vianello S., ACR Orlando, September 2006.

Books

  • Vianello S., Ferrandina A., "Omnichannel Marketing Plan, how technologies can improve sales", Franco Angeli (2017)
  • Scali L., Vianello S., "StartUp and SME: how to create a successful startup", Hoepli (2016) (https://www.amazon.it/digitali-innovative-completa-unimpresa-innovativa/dp/8820376873)
  • Scali L., Vianello S., "350 free tools for start-ups", Amazon e-book (2016) (www.amazon.it/350-Strumenti-Gratuiti-per-StartUp-ebook/dp/B01N6GUUTK)
  • Vianello S., Prefazione Libro: “Startup di successo che hanno fatto il web in Italia” di Massimiliano Squillace
  • Reina D., Vianello S., GreenWebEconomics. La nuova frontiera, Edizioni EGEA, Agosto 2011
  • Filotto U., Vianello S., Il web e le nuove tecnologie nel settore bancario e assicurativo, Marketing per le banche e le assicurazioni: competenze specifiche e pratiche di successo (a cura di Ancarani F., Musile Tanzi P.)
  • Randisi G.L., Vianello S., Focus sul digital marketing, Marketing and sales excellence: come trasformare competenze di marketing in performance di successo (a cura di Ancarani F.), Egea 2011
  • Ostillio M.C., VianelIo S., Casi di eccellenza nel web & communication, Marketing and sales excellence: come trasformare competenze di marketing in performance di successo (a cura di Ancarani F.), Egea 2011
  • Vianello S., Web Marketing Metrics: dalle Analytics alla definizione dei KPI, Marketing metrics: il marketing che conta (a cura di Ancarani F., Valdani E.), Egea, 2011.
  • Vianello S., Online Consumer Behavior in Social Media: Successful Strategies to Get Engagement, Loyalty, and Sharing Behavior from Your Customers, (Settembre 2010) Lap Lambert Academic Publishing.
  • Mandelli A., Vianello S., Accoto C., L’uso dei social media per il marketing e la comunicazione aziendale, Marca e Metriche nei Social Media (a cura di Mandelli A., Accotto C), Luglio 2010.
  • Vianello S., Le performance di marketing online, Marketing Strategico 3 (a cura di Ancarani F., Valdani E.), Milano, Egea, 2009.
  • Mandelli, A. Vianello, S., Consumers involvement in organizations in the era of social media: open research questions, World Wide Internet Book (a cura di Cardoso, G. and Angus Cheong, Jeffrey Cole), University of Macau Publishing, July 2009
  • Zerbini F., Vianello S., Segmentazione, Targeting e Positioning, Marketing e Fiducia (a cura di Castaldo S.), Bologna: Il Mulino (Italy) 2009

Editorial and Reviewer Activities

  • 2009: Reviewer for EMAC conference 2009. Track: Pricing Issues in Marketing.
  • 2006: Reviewer for EMAC conference 2006. Tracks: Advertising, Promotion and Marketing Communications, Business and Network Marketing, Interdisciplinary Research in Marketing.

Conferences & Workshops

  • Speaker for over 500 events all over the world, including for:
    • Microsoft
    • HP
    • Sopra Steria
    • Engineering
    • Banking/Insurance/Fintech Events
    • OpenApp
    • Top Management Forum
    • Digit@lia for Talent
    • La Fiera delle StartUp
    • IDM
    • Going Google Rome
    • Rock the job
    • Facebook Event
    • New Tech in Retail
    • TechData
    • Internet Days

Awards & Recognition

  • Forbes Top 100 Most Successful Italian Women in the World, Top most important digital marketing experts in Italy for three years in a row, e.g.: 2018 http://startupitalia.eu/76729-20170815-150-profili-al-femminile-da-seguire-su-innovazione-startup-e-digitale
  • Top Middle East Woman Leader at the Asian Leadership Awards 2018

Membership

  • 2015: Member of the Committee the Innovation Game di Repubblica.it
  • 2014: Member of the Committee Italian Digital Champions