curriculum vitae - Scuola Superiore Sant`Anna

SIMONE GUERCINI (2 July 1967)
Full Professor of Business Economics
Dept. of Economics and Management, University of Florence, Italy
E-mail: [email protected]
Telephone (office) 0039-055-2759704
Telephone (home) 0039-055-8078129
Mobile 0039329-2315493
Education
June 1993
Laurea in Economia e Commercio (with full marks and honours) University of
Florence
1994-1997
Doctoral Studies (with full marks and honours) in Economics, Sant’Anna School
of Advanced Studies, Pisa
Jan-Dec
1996
Visiting fellowership at the SPRU - University of Sussex at Brighton
Academic Positions
1997-2001
Assistant Professor of Business Economics, University of Florence
2001-2005
Associate Professor in Business Economics, University of Florence
2005-today
Full Professor in Business Economics, University of Florence
Scientific Committees and Academic Assignments
1999-today
Lecturer of Marketing and International Business courses at BA, Master and PhD
levels
2000-today
Research Fellow, PIN Consortium, University of Florence at Prato
2000-2008
Scientific and Technical Board of the PIN Consortium, University of Florence
2008-2011
Scientific Board of the Social Sciences Library, University of Florence
2008-today
Dean of the BA course in Management Internationalization and Quality, University
of Florence
2010-today
Member of the Board of the Firenze University Press, University of Florence
2011-today
Member of the Board of the PIN Consortium, University of Florence
2011-today
Scientific Board of the Doctorate in Economics at the University of Florence
Invited talks, research and teaching experiences as visiting professor
Oct 1996
IPAG, Nice (France), lecturer
Nov 1998
Sant’Anna School of Advanced Studies, Pisa (Italy), lecturer at the Master courses
in Innovation Management
2000-2003
Ca’ Foscari University of Venice (Italy), lecturer at the Master Course in
Management of tourism services
2001
University of Parma (Italy), invited talk at the PhD Course in Business and Market
March 2002
Hong Kong Polytechnic University (HKPU, Hong Kong, China), invited talk
2002
University of Urbino (Italy), invited talk at the PhD Course in Business and Market
May 2002
Manchester Metropolitan University (MMU, Manchester, United Kingdom),
lecturer
April 2003
Stockholm Business School (Stockholm University, Sweden), lecturer
Oct 2006
Stockholm Business School (Stockholm University, Sweden), invited talks
2008-2009
New York University (Academic Programme - Stern Business School – Florence),
lecturer
2009
Motilal Nehru National Institute of Technology (MNNIT, Allahabad, India), PhD
thesis evaluator
2009-2012
Sant’Anna School of Advanced Studies, Pisa (Italy), lecturer at the PhD Course in
Management
March 2010
Wake Forrest University (Greensboro, NC, United States), invited talk
June 2010
Poznan University of Economics (Poznan, Poland), invited talk
Sept 2010
Zhejiang Polytechnic University (Hangzhou, China), invited talk
May 2011
ESC Toulouse – Toulouse Business School (France), invited talk
June 2011
Manchester Metropolitan University (MMU, Manchester, United Kingdom), PhD
thesis evaluator
March 2012
University of Trieste (Italy), invited talk
April 2012today
Grenoble Graduate School of Business (France), lecturer
July 2012
Max Planck – Institute for Human Development – ABC Group (Berlin, Germany),
invited talk
Nov 2012
University of Bologna (Italy), invited talk
Jan 2013
University of Padova (Italy), invited talk
Jan 2013
USI – University of Lugano (Switzerland), PhD thesis evaluator
Feb-Jul 2013
Max Planck – Institute for Human Development – ABC Group (Berlin, Germany),
visiting researcher
Jan 2014
Georgia State University – Robinson College of Business – CIBER (Atlanta,
Georgia, United States of America), research associate
Feb 2014
Aix-en-Provence University – (Aix-en-Provence, France), invited talk
March 2014
Grenoble Graduate School of Business (France), lecturer
Sept 2014
Max Planck – Institute for Human Development – ABC Group (Berlin, Germany),
invited talk
Research interests
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market knowledge and decision making, heuristics in managerial and entrepreneurial
behaviour
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business to business relationships, interactions and networking
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fashion industry and fashion business, marketing and branding
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business internationalization and cross cultural marketing and management
Member of the editorial board of the following academic journals
Management Decision
Journal of Fashion Marketing and Management
IMP Journal
Journal of Global Fashion Marketing
Piccola Impresa – Small Business
Mercati e Competitività
Micro & Macro Marketing
Reviewer for the following academic journals
Journal of Product Innovation Management
Research Policy (occasional)
California Management Review
Industrial Marketing Management
International Business Review
European Journal of Marketing
Journal of Business Research
Journal of Business and Industrial Marketing
Marketing Intelligence and Planning
Review of World Economics
Journal of Managerial Psychology
Supply Chain Management
Journal of Business to Business Marketing
Journal of Brand Management
City, Culture and Society
Cross Cultural Management
Managing Services Quality
Micro & Macro Marketing
International Journal of Arts Management
Member of the following accademic associations
AIDEA – Accademia Italiana di Economia Aziendale
SIM – Società Italiana di Marketing
EGOS – European Group on Organizational Studies
EMAC – European Marketing Academy
EURAM – European Academy of Management
IMP Group
Experiences as a consultant and trainer with the following organizations
Istituto e Museo di Storia della Scienza di Firenze
Knowledge Fundation, Stockholm
New York University in Florence
Grenoble Graduate School of Business
IRPET - Istituto Regionale per la Programmazione Economica della Toscana
IRIS di Prato
Scuola Scienze Aziendali di Firenze
Promofirenze – Chamber of Commerce of Florence
Unioncamere Toscana
PIN di Prato
Regione Toscana
Camera di Commercio di Prato
Apogeo
Associazione Albergatori Isola d’Elba
Cooplat
Lega Coop Toscana Servizi
Coop L’Arca
Utilitas
Ti Forma
Books and Chapters in Books
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Gli attori di marketing ed il marketing integrato (the marketing actors and the integrated
marketing) edited by Ferrero G. (a cura di) Marketing e creazione del valore (Marketing and
value creation process), G. Giappichelli Editore, Torino, 2013, pp. 24-32.
La ricostruzione della filiera laniera sostenibile e il territorio, in Camilli F. (a cura di) La filiera
sostenibile delle lane autoctone in provincia di Grosseto: produzioni green per la
valorizzazione del territorio, CNR IBIMET, 2013, pp. 118-129
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Teorie dei processi di internazionalizzazione delle imprese e dei mercati (Business and market
internationalization theories), in Bursi T., Galli G. (a cura di) Marketing Internazionale,
McGraw-Hill, Milano, 2012, pp. 27-57
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Matching manufacturing and retail models in fashion, in T.-M. Choi (ed.) Fashion Supply
Chain Management: Industry and Business Analysis, IGI Global, Harshey PA, 2011
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Marketing cooperation and public policy in Italian networks of fashion firms, in Johanson M.
and Lundberg E.(eds.) Network strategies for regional growth, Palgrave MacMillan,
Basingstoke, England, 2011
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Marketing e management interculturale. Attori, politiche e organizzazione (Intercultural
Marketing and Management. Actors, policies and organization), il Mulino, 2010 (editor and
co-author)
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Modelli di business, branding e relazioni di fornitura: Patrizia Pepe (Business models,
branding and supply relationships: Patrizia Pepe – coauthor with A.Runfola) in R.Varaldo,
D.Dalli, R.Resciniti, A.Tunisini, Un tesoro emergente: le medie imprese imprese italiane
nell’era globale (An emerging treasury: the medium-sized Italian firms in the global era),
Franco Angeli, 2009
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Imprenditorialità e rapporto con il mercato dell’impresa cinese a Prato (Entrepreneurship and
relation with the market in the Chinese firm at Prato), in L.Visconti, E.Napolitano (a cura di)
Cross Generation Marketing, Egea, Milano, 2008
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Il marketing delle destinazioni commerciali (Destination marketing and shopping center
promoters), Franco Angeli, Milano, 2007
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Marketing per il governo di impresa (Marketing for corporate governance), Giappichelli,
Torino, 2006 (coauthor with A.Burresi and G.M.Aiello)
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Marketing della moda. Temi emergenti nel tessile-abbigliamento (Fashion marketing.
Emerging issues in textile and clothing), FUP, Firenze, 2005 (editor A.Burresi)
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La conoscenza di mercato del vertice d’impresa (The market knowledge of top decision
makers), Franco Angeli, Milano, 2003
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L’imprenditorialità cinese nel distretto industriale di Prato (The Chinese entrepreneurship in
the industrial district of Prato), Olschki, Firenze, 2002 (coauthor with M.Colombi and
A.Marsden)
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Schemi di negoziato e tecniche di comunicazione per il tessile-abbigliamento (Bargaining and
promotion for textile and clothing), FUP, Firenze, 2002 (coauthor with R.Piovan)
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Il cambiamento della distribuzione in Toscana negli anni novanta. Verso nuovi profili di
modernità (The evolution of retail in Tuscany. Beyond modernità profiles), Franco Angeli,
Milano, 2002 (editor A.Burresi)
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Prodotti turistici evoluti (Advanced products in tourism), Giappichelli, Torino, 2001 (editor
M.Rispoli)
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Processi d’internazionalizzazione della R&S d’impresa (Internationalization processes in the
business R&D), Giappichelli, Torino, 1999
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Profili innovativi d’impresa nei settori tipici dell’industria toscana (Innovative profiles in the
mature industry in Tuscany) , Franco Angeli, Milano, 1999 (editor A.Burresi)
Articles in refereed journals
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“Heuristics in customer-supplier interaction”, Industrial Marketing Management (forthcoming,
coauthored with A. La Rocca, A.Runfola and I. Snehota)
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“Buyer-seller interaction in facility services: emerging paradoxes in the outsourcing approach
of Italian Municipalities”, Journal of Service Theory and Practice (forthcoming – coauthored
with S.Ranfagni)
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“Actors’ roles in interaction and innovation in local systems: a conceptual taxonomy”, Journal
of Business and Industrial Marketing, vol. 30, n. 3/4, 2015 (forthcoming – coauthored with
A.Runfola)
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“Consumer ethnocentrism, national identity and cosmopolitanism in Italy: A study on purchase
behavior of domestic versus foreign-made products”, Micro & Macro Marketing (forthcoming
– coauthored with D.Vianelli and J.Reardon)
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“Profiting from creative performance and business model over time. A case analysis in the
Italian design industry”, International Studies on Management and Organization, vol. 44, n. 4,
2014, pp. 26-42
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“Trends in middle class as a driver for strategic marketing”, Mercati & Competitività, n. 3,
2014, pp. 7-10 (co-authored with T.Cavusgil)
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“Interaction behavior in business relationships and heuristics: issues for management and
research agenda”, Industrial Marketing Management, vol. 43, issue 6, 2014, pp. 929-37
(coauthored with A. La Rocca, A.Runfola and I. Snehota)
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“Exploring brand associations. An innovative methodological approach, European Journal of
Marketing, vol. 48, issue 5/6, 2014, pp. 1092-1112 (coauthored with B.Crawford Camiciottoli
and S.Ranfagni)
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“Deep authenticity in SCM: a case of action research”, Journal of Consumer Behaviour, vol.
13, issue 3, pp. 176-187 (coauthored with S.Ranfagni)
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“New qualitative research methodologies in management”, Management Decision, vol. 52,
issue 4, 2014, pp. 662-674
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“An interdisciplinary method for brand association research”, Management Decision, vol. 52,
issue 4, 2014, pp. 724-736 (coauthored with S.Ranfagni and B.Crawford)
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“Time in business to business interaction. A case analysis in textile and clothing”, Journal of
Global Fashion Marketing, vol. 5, n. 1, 2014, pp. 87-102 (coauthored with S.Ranfagni and
A.Runfola)
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“Guanxi and distribution in China: the case of Ferrero Group”, International Review of Retail,
Distribution and Consumer Research, vol. 24, n. 3,2014, pp. 294-310 (coauthored with
S.Ranfagni)
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“Sustainability and luxury: the Italian case of a supply chain based on native wool”, Journal of
Corporate Citizenship, 2013, issue 52, December 2013, pp. 76-89 (co-authored with
S.Ranfagni)
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“Le medie imprese tra continuità strategic e cambiamento nella crisi economica mondiale”,
Mercati & Competitività, n. 3, 2013, pp. 11-24 (co-authored with L.Ferrucci)
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“Integrating country-of-origin image and brand image in corporate rebranding: the case of
China”, Marketing Intelligence & Planning, vol. 31, n. 5, 2013, pp. 508-531 (co-authored with
S.Ranfagni)
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“Fast fashion companies coping with internationalization. Driving the change or changing the
model?”, Journal of Fashion Marketing and Management, vol. 17, issue 2, pp. 190-205 (coauthored with A.Runfola)
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“New business models in online hotel distribution: emerging private sales versus leading IDS”,
Service Business, vol. 7, n. 2, 2013, pp. 183-205 (co-authored with A.Runfola and M.Rosati)
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“Discontinuity in interaction. Findings from two cases in the Italian context”, Mercati &
Competitività, n. 1, 2013, pp. 55-74 (co-authored with A.Runfola, G.Gregori, and A.Perna)
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“Rebranding strategies for the Chinese market”, Finanza Marketing & Produzione, anno
XXIX, n. 4, 2012, pp. 153-175 (co-authored with S.Ranfagni)
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“Processi euristici e marketing imprenditoriale”, Piccola Impresa / Small Business, n. 3, 2012,
pp. 9-29
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“A strategic supply chain approach: consortium marketing in the Italian leatherwear industry”,
Marketing Intelligence and Planning, vol. 30, issue 7, 2012, pp. 700-716 (co-authored with
A.G.Woodside)
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“New approaches to heuristic processes and entrepreneurial cognition of the market”, Journal
of Research in Marketing and Entrepreneurship, vol. 14, issue 2, 2012, pp. 199-213
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“Relational paths in business network dynamics: evidence from the fashion industry”,
Industrial Marketing Management, vol. 41, 2012, pp. 807-815 (co-authored with A.Runfola)
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“Reorganizing business networks and innovation: Two cases of Italian textiles producers”,
IMP Journal, 2012, vol. 6, issue 1, pp. 38-51 (co-authored with A.Runfola)
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“Defining market approaches in cultural organizations: an analysis of Italian theatres”, Arts
Marketing, vol. 2, issue 1, 2012, pp. 52-69 (co-author S.Ranfagni)
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“Creation of fashion trends and role of the bureau de style for textile innovation”, Journal of
Global Fashion Marketing, vol. 3, n. 1, 2012, pp. 12-21 (co-author S.Ranfagni)
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“Integrating design and fashion marketing”, Journal of Global Fashion Marketing, vol. 3, n. 1,
2012, pp. 1-4
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“Business networks and retail internationalization: a case analysis in the fashion industry”,
Industrial Marketing Management, 2010, vol. 39, n. 6, August-September 2010, pp. 908-916
(co-authored with A.Runfola)
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“Stephen Brown, writing Marketing. Literary lessons from academic authorities. Book
review”, Journal of Business to Business Marketing, vol. 17, n.2, May 2010, pp. 208-211
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“Il cambiamento tecnologico nella distribuzione del prodotto alberghiero: nuovi modelli, attori
e problemi emergenti” (Techological change in the hotellerie product retailing: new models,
actors, and emerging problems), Micro & Macro Marketing, 2010 (coauthor with A.Runfola
and M.Rosati) , XIX, n.3, pp. 369-388
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“Relazioni tra brand e punto vendita per lo sviluppo di nuovi mercati per le imprese italiane
della moda” (Relations between brand and point of sale and emerging markets for the Italian
fashion firms), Mercati e Competitività, n.2, 2010 (coauthor with G.Aiello), n.2, pp. 15-49
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“The integration between marketing and purchasing in the traceability process”, Industrial
Marketing Management, vol. 38, n. 8, November 2009, pp. 883-891 (coauthor with
A.Runfola), vol. 38, n.8, pp. 883-891
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“On line media market and new advertising agencies. Analysis of an Italian case”, Journal of
Service Science and Management, vol.2, n.3, June 2009, pp. 117-128
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“Matching format strategy and sourcing strategy in clothing retail. A conceptual
representation”, International Journal of Process Management and Benchmarking, vol.2,
issue.3, 2008, pp. 185-196
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“Le nuove agenzie di comunicazione nell’on line media market” (The new advertising
agencies in the on line media market), Economia e Diritto del Terziario, n.2, 2008, pp. 315-343
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“Alternative di acquisto e negoziazione acquirente-fornitore. Approcci a confronto”, Finanza
Marketing e Produzione, anno XXV, n. 4, dicembre, 2007 pp. 109-128 (coauthor with
A.Runfola)
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“Cognitive source and clothing retail: some results from an empirical research in the Italian
fashion market”, Journal of Fashion Marketing & Management, vol. 11, no.3, July 2007
(coauthor S.Ranfagni)
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“Market knowledge in clothing retail: results from a research survey”, Sinergie, Special Issue
“Heterogeneity, Diversification and Performance”, 26, April 2007 (coauthor S.Ranfagni)
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“La relazione tra acquirente e fornitore di semilavorati tessili: rappresentazione delle
alternative e strategie di negoziazione” (Buyer-seller relationship and textile supplire:
alternative representation and negotiation strategies), Mercati e Competitività, n.3/2006, 69-94
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“Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice
d’impresa” (Entrepreneurial marketing, managerial marketing and market knowledge of top
decision makers), Mercati e Competitività, n.1/2005, 143-164
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“Sourcing strategies in clothing retail firms: product complexity versus overseas supply chain”,
Journal of Customer Behaviour, vo.3, 2004, 305-334 (coauthor A.Runfola)
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“International competitive change and strategic behaviour of Italian textile-apparel firms”,
Journal of Fashion Marketing and Management, vo.8, no.3, July 2004, 320-339
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“Developing the researcher-manager interface in the case analysis process”, Management
Decision, vo.42, no.3/4, 2004, 464-472
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“Entrepreneurial image of the demand in the Italian yarn firms”, Journal of Fashion Marketing
and Management, vo.7, no.3, 2003, 272-281
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“Marketing integrato e offerta di servizi localizzata. Il caso della rete dei musei scientifici
fiorentini” (Integrated marketing and service supply. The case of the Florentine scientific
museums), Economia e diritto del terziario, n. 3, 2002, 837-874
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“Relation between branding and growth of the firm in new quick fashion formulas: Analysis of
an Italian case”, Journal of Fashion Marketing and Management, vol. 5, n. 1, February 2001,
69-79
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“Il potenziamento delle capacità del vertice aziendale nelle piccole e medie imprese” (The
empowerment of entrepreneurial capabilities in small and medium sized firms), Piccola
Impresa/Small Business, n. 3, 2000, 23-47
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“Internationalisation Growth as Integration of R&D Activities. Evidence from Large
Multinational Companies”, LEM Working Paper, no. 23, 1999, Scuola Sant’Anna di Pisa
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“R&S multinazionale e comportamenti strategici d’impresa: alcune riflessioni preliminari”
(Multinational R&D and firm strategic behaviour), Economia e politica industriale, vol. 94,
1997, 163-186
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“L’internazionalizzazione della R&S nei comportamenti strategici d’impresa”
(Internationalization of the R&D and firm strategic behaviour), Sinergie, vol. 42, 1997, 273298 (coauthor M.Paoli)
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“R&D Internationalisation in the Strategic Behaviour of the Firm”, STEEP Paper, no. 39,
1997, SPRU-University of Sussex at Brighton (coauthor M.Paoli)
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“Strategie di crescita esterna e formazione di complessi multinazionali: realtà aziendali nella
componentistica ad alta tecnologia” (External growth strategies and multinational networks:
cases in the high tech components manufacturers), Studi & informazioni, n. 1, 1995, 97-117
Recent referred conference proceedings
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Interazione, apprendimento e liabilities nell’internazionalizzazione delle imprese italiane della
moda, XI Convegno Annuale Società Italiana di Marketing “food Marketing: mercati, filiere,
sostenibilità e strategie di marca”, Modena, 18-19 settembre, 2014. (co-author M.Milanesi)
Interaction approach and liabilities: A case analysis of start-up firms, 30th Annual IMP
Conference, Kedge Business School, Bordeaux, France, 4 – 6 September 2014. (co-author
M.Milanesi)
Small-medium sized manufacturers internationalization through retail stores openings abroad.
A case study of the Italian fashion industry, CIMaR Conference 2014, Victoria University,
Victoria, British Columbia, Canada, 26-29 June (co-author A.Runfola)
Entreprendre autrement: l’entrepreneur tribale, Acte Journée AEI-AIREPME, “Entrepreneuriat
et PME: enjeux et perspectives”, Kedge Business School, Marseille, 23 Mai 2014 (co-author
B.Cova)
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Buyer-seller interactions in facility services: purchasing models and emerging paradoxes, 42nd
EMAC Annual Conference, “Lost in translation. Marketing in an interconnected world”,
Istanbul Technical University, Istanbul, June 4-7 2013 (co-author S.Ranfagni)
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A resource network view of relationship beginning: A case analysis in the mechanical industry,
NoRD2012 workshop, Umeå, Sweden, 10th-12th October 2012 (co-authors A.Perna, A.
Runfola, G.L. Gregori)
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Discontinuity in interaction. Findings from two cases in the Italian context, 28th Annual IMP
Conference “Combining the social and technological aspects of innovation: relationships and
networks”, Università Cattolica del Sacro Cuore, Roma, Italy, 13-15 September 2012 (coauthors A.Perna, A. Runfola, G.L. Gregori)
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Business network as organizational memory and heuristic problem solving. Insights from a
literature review, 28th Annual IMP Conference “Combining the social and technological
aspects of innovation: relationships and networks”, Università Cattolica del Sacro Cuore,
Roma, Italy, 13-15 September 2012
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Paradoxes in interactions between buyer and supplier in facilities management, 28th Annual
IMP Conference “Combining the social and technological aspects of innovation: relationships
and networks”, Università Cattolica del Sacro Cuore, Roma, Italy, 13-15 September 2012 (coauthors S. Ranfagni, A.R. Petrella)
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Business relationship crisis and local entrepreneurial community change. A conceptual
framework, 28th Annual IMP Conference “Combining the social and technological aspects of
innovation: relationships and networks”, Università Cattolica del Sacro Cuore, Roma, Italy,
13-15 September 2012 (co-author A. Runfola)
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How does industrial firms face customer relationship crisis? Evidences from Italian textile
manufacturers, 41st EMAC Annual Conference “Marketing to citizens: Going beyond
customers and consumers”, ISCTE Business School, Lisbon, 22-25 May 2012 (co-author
A.Runfola)
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New approaches to heuristic processes and entrepreneurial cognition of the market, EURAM
2012 Annual Conference “Social innovation for competitiveness, organizational performance
and human excellence”, Rotterdam School of Management - Erasmus University, Rotterdam,
6-8 June 2012
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Social and green sustainability and the Italian Mediterranean fashion brands, 9° Giornata di
Studio sul Marketing Mediterraneo, Marsiglia, 29 giugno 2012 (co-author S.Ranfagni)
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The integration of netnography and text mining for the representation of brand image in
fashion blogs, 11th International Congress “Marketing Trends”, Venice, January 20th-22nd
2012 (co-authors B.Crawford Camiciottoli and S.Ranfagni)
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Integrating netnography and textmining to analyze brand associations in Italian Mediterranean
fashion brands, 8° Giornata di Studio sul Marketing Mediterraneo, Pisa, 18 novembre 2011
(co-authors S.Ranfagni and B.Crawford Camiciottoli)
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Competence shifts and the substitution of the focal firm in the business network, 31st SMS
Annual International Conference on “Strategies for a Multi-Polar World: National Institutions
and Global Competition”, Miami, Florida, 6-9 November 2011 (co-author C.Lechner and
G.Gueguen)
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Heuristic processes and entrepreneurial marketing, 3° Workshop “I processi innovative nelle
piccole imprese. Le sfide oltre la crisi”, Università degli Studi di Urbino “Carlo Bo’”, Urbino,
16-17 settembre 2011
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Relational paths in business network dynamics: evidence from the fashion industry, 27th
Annual IMP Conference “The impact of globalization on networks and relationship
dynamics”, University of Strathclyde, Glasgow, Scotland, 1-3 September 2011 (co-author
A.Runfola)
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The stability of the focal firm in the business network: the effect of the competence shifts, 27th
Annual IMP Conference “The impact of globalization on networks and relationship
dynamics”, University of Strathclyde, Glasgow, Scotland, 1-3 September 2011 (co-authors
C.Lechner and G.Gueguen)
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Guanxi networks and distribution chiannels in the Chinese market, 16th Conference of the
European Association for Education and Research in the Commercial Distribution (EAERCD),
Parma, 29th June – 1st July 2011 (co-author S.Ranfagni)
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Reorganizing business networks and innovation: two cases of Italian textile producers, IMP
Journal Seminar, University of Uppsala, March 31 – April 1, 2011 (co-author A.Runfola)
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Fashion branding to retailers and consumers in consortium marketing, International
Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), ZHAW and
Warwick Business School, 15th and 16th February, Zürich, Switzerland, 2011 (co-author
A.Woodside)
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Integrating branding strategy and country of origin image in the Chinese market, International
Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), ZHAW and
Warwick Business School, 15th and 16th February, Zürich, Switzerland, 2011 (co-author
S.Ranfagni)
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La rappresentazione del tempo nelle reti di marketing. Il caso dell’interazione acquirentefornitore nel sistema moda, 10th International Congress “Marketing Trends”, Paris, January
20th-22nd, 2011 (coauthor S.Ranfagni and A.Runfola)
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Distanza psichica e gatekeeping nell’internazionalizzazione dell’impresa moda, VII Convegno
Annuale Società Italiana di Marketing, Ancona 23-24 settembre, 2010 (coauthor A.Runfola)
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Time as process and time as product in business networks. The case of manufacturer-retailer
interaction in fashion, 26th Annual IMP Conference “Business Networks – Globality,
Regionality, Locality”, Corvinus University of Budapest, Budapest, Hungary, 2-4 September,
2010 (co-author S.Ranfagni and A.Runfola)
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Electronic channels for small sized hotel businesses: some insights from the Italian case, 13th
Toulon-Verona Conference, International Conference in Quality and Service Science,
University of Coimbra, Coimbra, Portugal, 2-4 September, 2010 (co-author A.Runfola and
M.Rosati)
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Consumer ethnocentrism, national identity and cosmopolitanism in Italy: A study on purchase
behaviour of domestic versus foreign-made products, 9th International Congress “Marketing
Trends”, Università degli Studi “Ca’ Foscari” di Venezia, Venice, January 21st-23rd. 2010
(coauthor D.Vianelli and J.Raerdon)
Chronological list of publications and other works
GUERCINI S., LA ROCCA A., RUNFOLA A., SNEHOTA I. (2014) Heuristics in customersupplier interaction, Industrial Marketing Management, forthcoming.
GUERCINI S., RANFAGNI S., Buyer-seller interaction in facility services: emerging paradoxes in
the outsourcing approach of Italian Municipalities, Journal of Service Theory and Practice,
forthcoming.
VIANELLI D., REARDON J., GUERCINI S. (2014), Asymmetric Relationships among Consumer
Ethnocentrism, National Identification, and Cosmopolitanism, Micro & Macro Marketing,
forthcoming.
GUERCINI S., RUNFOLA A. (2015), Actors’ roles in interaction and innovation in local systems:
a conceptual taxonomy, Journal of Business and Industrial Marketing, vol. 30, no. 3/4, forthcoming.
GUERCINI S. (2014) Profiting from creative performance and business model over time. A case
analysis in the Italian design industry, International Studies on Management and Organization, vol.
44, no. 4, pp. 26-42.
GUERCINI S. (2014) Made in Italy that appeals to the Chinese, Scenari Internazionali, vol. 1, n. 1,
July-September, pp. 68-73.
CAVUSGIL T., GUERCINI S. (2014) Trends in middle class as a driver for strategic marketing,
Mercati & Competitività, n. 3, pp. 7-10.
GUERCINI S., MILANESI M. (2014) Interazione, apprendimento e liabilities
nell’internazionalizzazione delle imprese italiane della moda, XI Convegno Annuale Società
Italiana di Marketing “food Marketing: mercati, filiere, sostenibilità e strategie di marca”, Modena,
18-19 settembre, 2014.
GUERCINI S., MILANESI M. (2014) Interaction approach and liabilities: A case analysis of startup firms, 30th Annual IMP Conference, Kedge Business School, Bordeaux, France, 4 – 6
September 2014.
GUERCINI S., RUNFOLA A. (2014) Small-medium sized manufacturers internationalization
through retail stores openings abroad. A case study of the Italian fashion industry, CIMaR
Conference 2014, Victoria University, Victoria, British Columbia, Canada, 26-29 June.
COVA B., GUERCINI S. (2014) Entreprendre autrement: l’entrepreneur tribale, Acte Journée AEIAIREPME, “Entrepreneuriat et PME: enjeux et perspectives”, Kedge Business School, Marseille,
23 Mai, pp. 378-399.
GUERCINI S., LA ROCCA A., RUNFOLA A., SNEHOTA I. (2014) Interaction behaviors in
business relationships and heuristics: Issues for management and research agenda, Industrial
Marketing Management, vol. 43, issue 6, pp.929-937. DOI: 10.1016/j.indmarman.2014.05.007
CRAWFORD CAMICIOTTOLI B., RANFAGNI S., GUERCINI S. (2014) Exploring brand
associations. an innovative methodological approach, European Journal of Marketing, vol. 48, issue
5/6, pp. 1092-1112. DOI 10.1108/EJM-12-2011-0770
GUERCINI S. (2014) New qualitative research methodologies in management, Management
Decision, vol. 52, issue 4, pp. 662-674. DOI: 10.1108/MD-11-2013-0592
RANFAGNI S., GUERCINI S., CRAWFORD CAMICIOTTOLI B. (2014) An interdisciplinary
method for brand association research, Management Decision, vol. 52, issue 4, pp. 724-736. DOI:
10.1108/MD-04-2012-0284
RANFAGNI S., GUERCINI S. (2014) Deep authenticity in SCM: a case of action research, paper
submitted to Journal of Consumer Behaviour, vol. 13, issue 3, pp. 176-187. DOI: 10.1002/cb.1481
RANFAGNI S., GUERCINI S. (2014) Guanxi and distribution in China: the case of Ferrero Group,
International Review of Retail, Distribution and Consumer Research, Vol. 24, issue 3, pp. 294-310.
DOI:10.1080/09593969.2013.862506
GUERCINI S., RANFAGNI S. (2014) Sostenibilità e lusso nella filiera del tessile-abbigliamento: il
caso Med-Laine, 13th International Marketing Trends Conference, Università Ca’ Foscari, Venezia,
24th-25th January
GUERCINI S., RANFAGNI S., RUNFOLA A. (2014) Time in business to business interactions. A
case analysis in textile and clothing, Journal of Global Fashion Marketing, vol. 5, no. 1, pp. 87-102.
DOI:10.1080/20932685.2013.863520
GUERCINI S., RANFAGNI S. (2013) Sustainability and luxury: the Italian case of a supply chain
based on native wools, Journal of Corporate Citizenship, issue 52, December, pp. 76-89.
GUERCINI S., MILANESI M., DEI OTTATI G. (2013) Global and local business networks in the
growth of the Chinese firm in Prato, 6th Chinese in Prato and 4th Wenzhouese Diaspora Symposia
on “Chinese migration entrepreneurship and development in the new global economy”, 28-30
October.
GUERCINI S., PUCCI T., SIMONI C., ZANNI L. (2013) Uno, dieci, cento effetti “Made in”.
Evidenze empiriche da un’analisi comparata internazionale, X Convegno Annuale Società Italiana
di Marketing, Milano, 3-4 ottobre, 2013.
GUERCINI S., RUNFOLA A. (2013) Il ruolo dell’interazione acquirente-fornitore nell’evoluzione
dei sistemi locali: tassonomia concettuale ed esperienze nel tessile, X Convegno Annuale Società
Italiana di Marketing, Milano, 3-4 ottobre, 2013.
AIELLO G., BURATTI N., COZZI G., FERRERO G., GREGORI G.L., GUERCINI S. (2013)
Presentazione, in Ferrero G. (a cura di) Marketing e creazione del valore, G. Giappichelli Editore,
Torino.
GUERCINI S. (2013) Gli attori di marketing ed il marketing integrato, in Ferrero G. (a cura di)
Marketing e creazione del valore, G. Giappichelli Editore, Torino.
GUERCINI S. (2013) Processi evolutivi nei comportamenti di consumo, in Ferrero G. (a cura di)
Marketing e creazione del valore, G. Giappichelli Editore, Torino.
PERNA A., RUNFOLA A., GUERCINI S., GREGORI G. (2013) Serendipity in business
relationship beginning, 29th Annual IMP Conference “Building and managing relationships in a
global network: challenges and necessary capabilities”, Georgia State University, Atlanta, United
States, August 30 – September 2 2013.
GUERCINI S., LA ROCCA A., RUNFOLA A., SNEHOTA I. (2013) Heuristics in business
interaction, 29th Annual IMP Conference “Building and managing relationships in a global network:
challenges and necessary capabilities”, Georgia State University, Atlanta, United States, August 30
– September 2 2013.
GUERCINI S., MILANESI M. (2013) Learning in interaction and liability of foreignness. The case
of an Italian firm in Russia, 29th Annual IMP Conference “Building and managing relationships in a
global network: challenges and necessary capabilities”, Georgia State University, Atlanta, United
States, August 30 – September 2 2013.
GUERCINI S., RUNFOLA A. (2013) Disruptive interaction. Emerging issues and research
propositions, 29th Annual IMP Conference “Building and managing relationships in a global
network: challenges and necessary capabilities”, Georgia State University, Atlanta, United States,
August 30 – September 2 2013.
FERRUCCI L., GUERCINI S. (2013) Le medie imprese tra continuità strategica e cambiamento
nella crisi economica mondiale, Mercati & Competitività, n. 3, pp. 11-24.
GUERCINI S., RANFAGNI S. (2013) Integrating country-of-origin image and brand image in
corporate rebranding: the case of China, Marketing Intelligence and Planning, vol. 31, no. 5, pp.
508-521.
GUERCINI S., MILANESI M. (2013) La ricerca sulle liabilities nell’internazionalizzazione delle
reti distributive, paper presentato a “Il Decimo Workshop c.MET05”, Firenze, 18-19 luglio.
GUERCINI S., RANFAGNI S. (2013) La ricostruzione della filiera laniera sostenibile e il territorio,
in Camilli F. (a cura di) La filiera sostenibile delle lane autoctone in provincia di Grosseto:
Produzioni green per la valorizzazione del territorio, CNR IBIMET, ISBN 9788895597157, pp.
118-129.
GUERCINI S., LECHNER C. (2013) The stability of the focal firm in the business network: the
effect of competence, 29th EGOS Colloquium, “Bridging Continents, Cultures and Worldviews”,
Montréal, Canada, July 4–6, 2013.
LECHNER C., GUERCINI S. (2013) From absorptive capacity fo competence attrition: A
linguistic-based theory on external knowledge acquisition, 29th EGOS Colloquium, “Bridging
Continents, Cultures and Worldviews”, Montréal, Canada, July 4–6, 2013.
RANFAGNI S., GUERCINI S. (2013) Business interactions in facility services: emerging
paradoxes in the purchasing approach in Italian municipalities, Naple Forum Service, Ischia, 18-21
June.
RANFAGNI S., GUERCINI S. (2013) Buyer-seller interactions in facility services: purchasing
models and emerging paradoxes, 42nd EMAC Annual Conference, “Lost in translation. Marketing
in an interconnected world”, Istanbul Technical University, Istanbul, June 4-7.
RUNFOLA A., GUERCINI S. (2013) Fast fashion companies coping with internationalization.
Driving the change or changing the model?, Journal of Fashion Marketing and Management, vol.
17, issue 2, pp. 190-205.
RUNFOLA A., ROSATI M., GUERCINI S. (2013) New business models in online hotel
distribution: emerging private sales versus leading IDS, Service Business, vol. 7, issue 2, pp.183205.
GUERCINI S., LECHNER C. (2013) Competence attrition and absorptive capacity: What
organizations do and what organizations know, working paper presented, Università degli Studi di
Padova, Padova 30 ottobre.
RUNFOLA A., GUERCINI S., GREGORI G.L., PERNA A. (2013) Discontinuity in interaction.
Findings from two cases in the Italian context, Mercati & Competitività, n. 1, pp. 55-74.
GUERCINI S. (forthcoming) New qualitative research methodologies in management: Guest
editorial, Management Decision.
GUERCINI S., RANFAGNI S. (2013) Integrating country-of-origin image and brand image in
corporate rebranding: the case of China, Marketing Intelligence and Planning, vol. 31, no. 5.
FERRUCCI L., GUERCINI S. (2013) Le medie imprese tra continuità strategica e cambiamento
nella crisi economica mondiale, Mercati & Competitività, n. 3.
GUERCINI S., RANFAGNI S. (2013) La ricostruzione della filiera laniera sostenibile e il territorio,
in Camilli F. (a cura di) La filiera sostenibile delle lane autoctone in provincia di Grosseto:
Produzioni green per la valorizzazione del territorio, CNR IBIMET, pp. 118-129.
RANFAGNI S., GUERCINI S. (2013) Buyer-seller interactions in facility services: purchasing
models and emerging paradoxes, 42nd EMAC Annual Conference, “Lost in translation. Marketing
in an interconnected world”, Instanbul Technical University, Istanbul, June 4-7.
RUNFOLA A., GUERCINI S. (2013) Fast fashion companies coping with internationalization.
Driving the change or changing the model?, Journal of Fashion Marketing and Management, vol.
17, issue 2, pp. 190-205.
RUNFOLA A., ROSATI M., GUERCINI S. (2013) New business models in online hotel
distribution: emerging private sales versus leading IDS, Service Business, vol. 7, issue 2, pp.183205.
RUNFOLA A., GUERCINI S. , PERNA A., GREGORI G.L. (2013) Discontinuity in interaction.
Findings from two cases in the Italian context, Mercati & Competitività, n. 1, pp. 55-74.
GUERCINI S., RANFAGNI S. (2012) Rebranding strategies for the Chinese market, Finanza
Marketing & Produzione, anno XXIX, n. 4, pp. 153-175.
GUERCINI S. (2012) Processi euristici e marketing imprenditoriale, Piccola Impresa / Small
Business, n. 3, pp. 9-29.
PERNA A., RUNFOLA A., GUERCINI S., GREGORI G.L. (2012) A resource network view of
relationship beginning: A case analysis in the mechanical industry, NoRD2012 workshop, Umeå,
Sweden, 10th-12th October.
GUERCINI S., WOODSIDE A. (2012) A strategic supply chain approach: consortium marketing in
the Italian leatherwear industry, Marketing Intelligence and Planning, vol. 30, issue 7, pp. 700-716
GUERCINI S. (2012) New approaches to heuristic processes and entrepreneurial cognition of the
market, Journal of Research in Marketing and Entrepreneurship, vol. 14, issue 2, pp. 199-213
RUNFOLA A., GUERCINI S., GREGORI G.L., PERNA A. (2012) Discontinuity in interaction.
Findings from two cases in the Italian context, 28th Annual IMP Conference “Combining the social
and technological aspects of innovation: relationships and networks”, Università Cattolica del Sacro
Cuore, Roma, Italy, 13-15 September 2012.
GUERCINI S. (2012) Business network as organizational memory and heuristic problem solving.
Insights from a literature review, 28th Annual IMP Conference “Combining the social and
technological aspects of innovation: relationships and networks”, Università Cattolica del Sacro
Cuore, Roma, Italy, 13-15 September 2012.
GUERCINI S., RANFAGNI S., PETRELLA A.R. (2012) Paradoxes in interactions between buyer
and supplier in facilities management, 28th Annual IMP Conference “Combining the social and
technological aspects of innovation: relationships and networks”, Università Cattolica del Sacro
Cuore, Roma, Italy, 13-15 September 2012.
GUERCINI S., RUNFOLA A. (2012) Business relationship crisis and local entrepreneurial
community change. A conceptual framework, 28th Annual IMP Conference “Combining the social
and technological aspects of innovation: relationships and networks”, Università Cattolica del Sacro
Cuore, Roma, Italy, 13-15 September 2012.
GUERCINI S., RUNFOLA A. (2012) Relational paths in business network dynamics: evidence
from the fashion industry, Industrial Marketing Management, vol.41, issue 5, July, pp. 807-815.
GUERCINI S., RUNFOLA A. (2012) Reorganizing business networks and innovation: two cases of
Italian textile producers, The IMP Journal, vol. 6, issue 1, pp. 38-51.
GUERCINI S. (2012) Heuristics in the Textile Industry, talk at the Max Planck Institute for Human
Development, Adaptive Behavior and Cognition Group, Berlin, 2nd July.
GUERCINI S., RANFAGNI S. (2012) Social and green sustainability and the Italian Mediterranean
fashion brands, 9° Giornata di Studio sul Marketing Mediterraneo, Marsiglia, 29 giugno.
GUERCINI S. (2012) New approaches to heuristic processes and entrepreneurial cognition of the
market, EURAM 2012 Annual Conference “Social innovation for competitiveness, organizational
performance and human excellence”, Rotterdam School of Management - Erasmus University,
Rotterdam, 6-8 June.
RUNFOLA A., GUERCINI S. (2012) How does industrial firms face customer relationship crisis?
Evidences from Italian textile manufacturers, 41st EMAC Annual Conference “Marketing to
citizens: Going beyond customers and consumers”, ISCTE Business School, Lisbon, 22-25 May.
GUERCINI S., RANFAGNI S. (2012) Defining market approaches in cultural organizations: an
analysis of Italian theatres, Arts Marketing: An International Journal, vol. 2, issue 1, pp. 52-69.
GUERCINI S. (2012) Teorie dei processi di internazionalizzazione delle imprese e dei mercati, in
Bursi T., Galli G. (a cura di) Marketing Internazionale, McGraw-Hill, Milano, pp. 27-57.
GUERCINI S. (2012) Integrating design and fashion marketing, Journal of Global Fashion
Marketing, vol. 3, n. 1, pp. 1-4.
GUERCINI S., RANFAGNI S. (2012) Creation of fashion trends and role of the bureau de style for
textile innovation, Journal of Global Fashion Marketing, vol. 3, n. 1, pp. 12-21.
CRAWFORD CAMICIOTTOLI B., GUERCINI S., RANFAGNI S. (2012) The integration of
netnography and text mining for the representation of brand image in fashion blogs, 11th
International Congress “Marketing Trends”, Venice, January 20th-22nd.
GUERCINI S., RANFAGNI S., CRAWFORD CAMICIOTTOLI B. (2011) Integrating
netnography and textmining to analyze brand associations in Italian Mediterranean fashion brands,
8° Giornata di Studio sul Marketing Mediterraneo, Pisa, 18 novembre.
LECHNER C., GUERCINI S., GUEGUEN G. (2011) Competence shifts and the substitution of the
focal firm in the business network, 31st SMS Annual International Conference on “Strategies for a
Multi-Polar World: National Institutions and Global Competition”, Miami, Florida, 6-9 November
2011.
GUERCINI S., RUNFOLA A. (2011) Le risposte alla crisi nella relazione acquirente-fornitore.
Elementi emergenti dallo studio di casi di imprese tessili pratesi, VIII Convegno Annuale Società
Italiana di Marketing, Roma, 22-23 settembre.
GUERCINI S. (2011) Heuristic processes and entrepreneurial marketing, 3° Workshop “I processi
innovative nelle piccole imprese. Le sfide oltre la crisi”, Università degli Studi di Urbino “Carlo
Bo’”, Urbino, 16-17 settembre.
GUERCINI S. (2011) Percezioni emergenti sul rapporto tra cliente cinese e “made in Italy” e
processi di rebranding, paragrafo 2.3.2 in T. Vescovi (a cura di) Libellule sul drago. Modelli di
business e strategie di marketing per le imprese italiane in Cina, Cedam, Padova, pp. 73-87.
GUERCINI S., RUNFOLA A. (2011) Relational paths in business network dynamics: evidence
from the fashion industry, 27th Annual IMP Conference “The impact of globalization on networks
and relationship dynamics”, University of Strathclyde, Glasgow, Scotland, 1-3 September 2011.
GUERCINI S., LECHNER C., GUEGUEN G. (2011) The stability of the focal firm in the business
network: the effect of the competence shifts, 27th Annual IMP Conference “The impact of
globalization on networks and relationship dynamics”, University of Strathclyde, Glasgow,
Scotland, 1-3 September 2011.
GUERCINI S., RANFAGNI S. (2011) Guanxi networks and distribution chiannels in the Chinese
market, 16th Conference of the European Association for Education and Research in the
Commercial Distribution (EAERCD), Parma, 29th June – 1st July.
GUERCINI S. (2011) Matching manufacturing and retail models in fashion, in T.-M. Choi (ed.)
Fashion Supply Chain Management: Industry and Business Analysis, IGI Global, Harshey PA, pp.
235-250.
GUERCINI S., RUNFOLA A. (2011) Integration and substitution in buyer-seller relationship crisis,
working paper presented at the ESC – Toulouse Business School, Toulouse, May 13th 2011.
GUERCINI S., RUNFOLA A. (2011) Reorganizing business networks and innovation: Two cases
of Italian textile producers, IMP Journal Seminar, Uppsala University, Uppsala, Museum
Gustavianum, March 31th – April 1st.
GUERCINI S., WOODSIDE A. (2011) Fashion branding to retailers and consumers in consortium
marketing, International Colloquium on Corporate Branding, Identity, Image and Reputation
(COBIIR), ZHAW and Warwick Business School, 15th and 16th February, Zürich, Switzerland.
GUERCINI S., RANFAGNI S. (2011) Integrating branding strategy and country of origin image in
the Chinese market, International Colloquium on Corporate Branding, Identity, Image and
Reputation (COBIIR), ZHAW and Warwick Business School, 15th and 16th February, Zürich,
Switzerland.
GUERCINI S., RANFAGNI S., RUNFOLA A. (2011) La rappresentazione del tempo nelle reti di
marketing. Il caso dell’interazione acquirente-fornitore nel sistema moda, 10th International
Congress “Marketing Trends”, Paris, January 20th-22nd.
GUERCINI S., RUNFOLA A., ROSATI M. (2010) Il cambiamento tecnologico nella distribuzione
del prodotto alberghiero: nuovi modelli, attori e problemi emergenti, Micro & Macro Marketing,
anno XIX, n. 3, dicembre, pp. 369-388.
GUERCINI S., RUNFOLA A. (2010) Marketing cooperation and public policy in Italian networks
of fashion firms, in Johanson M., Lundberg E. (eds.) Network strategies for regional growth,
Palgrave MacMillan, Basingstoke, England, pp. 163-184.
GUERCINI S. (2010) (a cura di) Marketing e management interculturale. Attori, politiche e
organizzazione, il Mulino, Bologna.
GUERCINI S. (2010) Introduzione, in Guercini S. (a cura di) Marketing e management
interculturale. Attori, politiche e organizzazione, il Mulino, Bologna, pp. 9-13.
GUERCINI S. (2010) La conoscenza di mercato del vertice aziendale etnico, in Guercini S. (a cura
di) Marketing e management interculturale. Attori, politiche e organizzazione, il Mulino, Bologna,
pp. 29-48.
GUERCINI S. (2010) Marketing interculturale tra temi consolidati ed emergenti, in Guercini S. (a
cura di) Marketing e management interculturale. Attori, politiche e organizzazione, il Mulino,
Bologna, pp. 135-143.
GUERCINI S., RUNFOLA A. (2010) Distanza psichica e gatekeeping nell’internazionalizzazione
dell’impresa moda, VII Convegno Annuale Società Italiana di Marketing, Ancona, 23-24 settembre.
GUERCINI S., RANFAGNI S., RUNFOLA A. (2010) Time as process and time as product in
business networks. The case of manufacturer-retailer interaction in fashion, 26th Annual IMP
Conference “Business Networks – Globality, Regionality, Locality”, Corvinus University of
Budapest, Budapest, Hungary, 2-4 September.
GUERCINI S., RUNFOLA A., ROSATI M. (2010) Electronic channels for small sized hotel
businesses: some insights from the Italian case, 13th Toulon-Verona Conference, International
Conference in Quality and Service Science, University of Coimbra, Coimbra, Portugal, 2-4
September.
GUERCINI S. (2010) Branding in the fast fashion, paper presented at the PUE Branding Day,
Poznan University of Economics, Poznan, Poland.
GUERCINI S., RUNFOLA A. (2010) Business networks and retail internationalization: a case
analysis in the fashion industry, Industrial Marketing Management, vol. 39, n. 6, AugustSeptember, pp. 908-916.
AIELLO G., GUERCINI S. (2010) Relazioni tra brand e punto vendita per lo sviluppo di nuovi
mercati per le imprese italiane della moda, Mercati & Competitività – Rivista della Società Italiana
di Marketing, n. 2, pp. 15-49.
GRASSINI L., GUERCINI S., RANFAGNI S. (2010) Choice behaviour in cultural consumption:
results from and empirical research in Italian theatres, III International Conference on Tourism and
Environment, 20th-21st May, Florence.
GUERCINI S. (2010) Writing marketing. Literary lessons from academic authorities. Book review,
Journal of Business to Business Marketing, vol. 17, n. 2, pp. 208-211.
BURRESI A., GUERCINI S. (2010) Le peculiarità e l’evoluzione dei rapporti di canale nel tessileabbigliamento, 9th International Congress “Marketing Trends”, Università degli Studi “Ca’ Foscari”
di Venezia, Venice, January 21st-23rd.
VIANELLI D., REARDON J., GUERCINI S. (2010) Consumer ethnocentrism, national identity
and cosmopolitanism in Italy: A study on purchase behaviour of domestic versus foreign-made
products, 9th International Congress “Marketing Trends”, Università degli Studi “Ca’ Foscari” di
Venezia, Venice, January 21st-23rd.
GUERCINI S. (2009) The evolution of the manufacturer-retailer interface in textile and clothing,
paper presented at the international conference “Global Fashion Marketing. Creative and Innovative
Contexts”, Florence, November 9th-10th-11th.
GUERCINI S. (2009) Marketing imprenditoriale e contesto interculturale: la relazione business-tobusiness dell’impresa cinese a Prato, VI Convegno Annuale Società Italiana di Marketing, Firenze
6-7 novembre.
AIELLO G., GUERCINI S. (2009) Relazioni tra brand e punto vendita per lo sviluppo di nuovi
mercati, VI Convegno Annuale Società Italiana di Marketing, relazione di apertura, Firenze 6-7
novembre.
GUERCINI S., RUNFOLA A. (2009) Business networks and retail internationalization: a case
analysis in the fashion industry, 25th Annual IMP Conference “Handling plurality of relationship
forms in networks: from clans to clubs, from cliques to communities”, Marseille (France),
September 3rd-5th.
GUERCINI S., RANFAGNI S. (2009) Interaction processes in production theatre organisations,
25th Annual IMP Conference “Handling plurality of relationship forms in networks: from clans to
clubs, from cliques to communities”, Marseille (France), September 3rd-5th.
GUERCINI S., RUNFOLA A. (2009) The integration between marketing and purchasing in the
traceability process, Industrial Marketing Management, vol. 38, n. 8, November, pp. 883-891
GUERCINI S., RUNFOLA A. (2009) Modelli di business, branding e relazioni di fornitura: Patrizia
Pepe Firenze, in Varaldo R., Dalli D., Resciniti R., Tunisini A. (a cura di) Un tesoro emergente: le
medie imprese italiane nell’era globale, Franco Angeli, Milano, pp. 528-543.
GUERCINI S. (2009) On line media market and new advertising agencies. Analysis of an Italian
case, Journal of Service Science and Management, vol 2, n. 2, June, pp. 117-128.
GUERCINI S., RUNFOLA A. (2009) Marketing interculturale ed esportazione del formato
distributivo, 8th International Congress “Marketing Trends”, Ecole Supérieure de Commerce de
Paris ESCP–EAP, Paris, January16th-17th.
BURRESI A., GUERCINI S., RANFAGNI S. (2009) Mercato e distribuzione nelle imprese di
produzione teatrale, 8th International Congress “Marketing Trends”, Ecole Supérieure de Commerce
de Paris ESCP–EAP, Paris, January16th-17th.
GUERCINI S. (2008) Imprenditorialità e rapporto con il mercato dell’impresa cinese a Prato, in
Visconti L., Napolitano E. (a cura di) Cross Generation Marketing, Egea, Milano, pp. 230-239.
BURRESI A., GUERCINI S., RANFAGNI S. (2008) Network di mercato e relazioni distributive
nelle imprese di produzione teatrale, V Convegno Annuale Società Italiana di Marketing, Milano 34 ottobre.
GUERCINI S., RUNFOLA A. (2008) Nuove forme di marketing integrato in network locali di
imprese del sistema moda, V Convegno Annuale Società Italiana di Marketing, Milano 3-4 ottobre.
GUERCINI S. (2008) Il marketing integrato per le piccole e medie imprese del sistema moda:
concetti e problemi, Prato Storia e Arte, no. 103, luglio, pp. 61-69.
GUERCINI S., RUNFOLA A. (2008) Innovative forms of marketing integration in local networks,
24th Annual IMP Conference “Studies on business interaction – consequences for business in theory
and business in practice”, Uppsala (Sweden), September 4th-6th.
GUERCINI S. (2008) Le nuove agenzie di comunicazione nell’on-line media market, Economia e
diritto del terziario, n. 2, pp. 315-343.
GUERCINI S., RUNFOLA A. (2008) New integrated marketing forms and implications on buyerseller relationships in local networks of fashion firms, workshop “Networks in Space and Space in
Networks”, Università degli Studi di Padova, Padova, April 14th.
GUERCINI S. (2008) Matching format strategy and sourcing strategy in clothing retail. A
conceptual representation, International Journal of Process Management and Benchmarking, vol 2,
n. 3, pp. 185-196.
GUERCINI S., RUNFOLA A. (2008) Market power and interorganizational control in the fashion
industry: the role of traceabiliy, 7th International Congress “Marketing Trends”, Università degli
Studi “Ca’ Foscari” di Venezia, Venice, 25-26 January.
GUERCINI S. (2007) Il marketing delle destinazioni commerciali. Modernità distributiva e ruolo
dei promotori, Franco Angeli, Milano.
GUERCINI S. (2007) Introduzione: necessità di acquisire nuove best practices dall’esperienza
estera, in Promofirenze (a cura di) Best practices del marketing territoriale britannico: un contributo
al territorio provinciale fiorentino, rapporto di ricerca.
GUERCINI S. (2007) Metodologia e obiettivi di ricerca per uno studio comparativo fra agenzie di
sviluppo locale, in Promofirenze (a cura di) Best practices del marketing territoriale britannico: un
contributo al territorio provinciale fiorentino, rapporto di ricerca.
GUERCINI S. (2007) Presentazione dello scenario economico dell’area metropolitana fiorentina:
profili imprenditoriali, in Promofirenze (a cura di) Best practices del marketing territoriale
britannico: un contributo al territorio provinciale fiorentino, rapporto di ricerca.
GUERCINI S., RUNFOLA A. (2007) Rappresentazione delle alternative di acquisto e negoziazione
acquirente-fornitore. Approcci a confronto, Finanza Marketing e Produzione, anno XXV, n. 4,
dicembre, pp. 109-128.
GUERCINI S., RUNFOLA A. (2007) La tracciabilità ed il suo impatto sulle relazioni acquirentefornitore nel sistema moda, IV Convegno Annuale della Società Italiana di Marketing su "Il
marketing dei talenti", Roma 5 e 6 ottobre.
GUERCINI S. (2007) Competitività delle imprese e futuro del tessile. Riflessioni emergenti da
alcuni approcci di marketing, Prato Storia e Arte, no. 101, settembre, pp. 113-118.
GUERCINI S. (2007) Integrated marketing for local systems of fashion firms. The case of the
Centopercento Italiano consortium, 10th EUNIP International Conference 2007, Prato (Italy),
September 12th-14th.
GUERCINI S., RUNFOLA A. (2007) Traceability along the supply chain and its impact on buyerseller relationships: evidences from the fashion industry, 23rd Annual IMP Conference “Exploiting
the B2B knowledge network: new perspectives and core concepts”, Manchester (United Kingdom),
August 30th-September 1st.
GUERCINI S., RANFAGNI S. (2007) Cognitive source and clothing retail: some results from an
empirical research in the Italian fashion market, Journal of Fashion Marketing & Management, vo.
11, no.3, pp. 398-412.
GUERCINI S., RANFAGNI S. (2007) Market knowledge in clothing retail: results from a research
survey, Sinergie, “Heterogeneity, diversification and performance”, Rapporti di ricerca, n. 26,
aprile, pp. 167-177.
GUERCINI S., RUNFOLA A. (2007) Sourcing alternatives as a problem of representation: a
conceptual tool and application in textile-apparel supply chain, paper presented to the Conference
“Les tendences du marketing”, Ecole Supérieure de Commerce de Paris ESCP– EAP, 26-27
Janvier.
GUERCINI S. (2006) Il rapporto impresa-mercato come problematica imprenditoriale, in AAVV
(a cura di) Nuovi orientamenti negli studi di marketing, Pluriverso, Firenze University Press,
Firenze.
BURRESI A., AIELLO G., GUERCINI S. (2006) (a cura di) Marketing per il governo d’impresa,
G. Giappichelli, Torino.
GUERCINI S. (2006) L’analisi dei bisogni e della domanda, in Burresi A., Aiello G., Guercini S. (a
cura di) Marketing per il governo d’impresa, G. Giappichelli, Torino, pp. 47-74.
GUERCINI S. (2006) I processi di acquisto e di consumo, in Burresi A., Aiello G., Guercini S. (a
cura di) Marketing per il governo d’impresa, G. Giappichelli, Torino, pp. 75-117.
GUERCINI S., RUNFOLA A. (2006) La rappresentazione delle alternative di acquisto nella
negoziazione acquirente-fornitore. Un possibile strumento concettuale e sue applicazioni nel tessileabbigliamento, III Convegno della Società Italiana di Marketing su "Il marketing delle medie
imprese leader di mercato", Parma 24 e 25 novembre.
GUERCINI S. (2006) La relazione tra acquirente e fornitore di semilavorati tessili:
rappresentazione delle alternative e strategie di negoziazione, Mercati & Competitività – Rivista
della Società Italiana di Marketing, n.3, pp. 69-94.
GUERCINI S. (2006) Fashion industry and buyer-seller relationships in textile and clothing,
Fashion Marketing and Management Course, Stockholm University – School of Business,
Stockholm, Sweden, 2nd-6th October.
GUERCINI S., RUNFOLA A. (2006) Representation of sourcing alternatives and negotiation
strategies in the textile and clothing supply chain, 22nd Annual IMP Conference 2006 "Opening the
Network", Milan (Italy), September 7th-9th.
GUERCINI S., RUNFOLA A. (2006) Negotiation and sourcing alternatives representation in
buyer-seller relationships, Third International Urbino Workshop on Business Markets “Organizing
Marketing and Purchasing in Business Markes”, Urbino, April 27th-28th.
GUERCINI S. (2006) La relazione del retailer di abbigliamento con i promotori di aggregati.
Elementi emergenti da una secondary research, in Collesei U., Andreani J-C (a cura di) Atti del V
Congresso Internazionale “Marketing Trends”, Venezia, Università Ca' Foscari, 25-26 gennaio.
GUERCINI S. (2005) Specificità del tessile-abbigliamento italiano ed evoluzione dei rapporti
acquirente-fornitore, in Burresi A. (a cura di) Il marketing della moda. Temi emergenti nel tessileabbigliamento, Firenze University Press, Firenze.
GUERCINI S. (2005) La relazione tra acquirente e fornitore di semilavorati tessili:
rappresentazione delle alternative e strategie di negoziazione, II Convegno Nazionale della Società
Italiana di Marketing “Tendenze Evolutive del Marketing dei Servizi”, Trieste, 2-3 dicembre.
GUERCINI S., RUNFOLA A. (2005) The definition of customer orientation in a new scientific
museum: insights from theory and case analysis, 8th “Toulon-Verona” Conference, Palermo, Italy,
8th-9th September.
GUERCINI S., RUNFOLA A. (2005) Format decisions and sourcing strategies in clothing retailing:
how product/process innovation affects the buyer-seller relationship, 21st Annual IMP Conference,
RSM Erasmus University, Rotterdam, The Netherlands, 1-3 September.
GUERCINI S., RANFAGNI S. (2005) Market knowledge in clothing retail: results from a research
survey, paper for the international workshop on "Heterogeneity, diversification and performance",
University of Calabria (Campus of Arcavacata – Cosenza), Italy, 7th-8th July.
GUERCINI S. (2005) (a cura di) Integrazione di attività commerciali e Town Centre Management:
dalle esperienze internazionali alla realtà fiorentina, CAT-Confcommercio di Firenze, 31 marzo.
GUERCINI S. (2005) Marketing imprenditoriale, marketing manageriale e conoscenza di mercato
del vertice d’impresa, Mercati & Competitività – Rivista della Società Italiana di Marketing, n.1,
pp. 143-164.
BURRESI A., GUERCINI S., RUNFOLA A. (2005) La competizione tra aggregati specializzati
nella distribuzione di abbigliamento, Conference “Les tendences du marketing”, Ecole Supérieure
de Commerce de Paris ESCP– EAP, 21-22 Janvier.
GUERCINI S., RUNFOLA A. (2004) La relazione tra orientamento al cliente e offerta culturale
nell’innovazione del prodotto museale, in B.Sibilio (a cura di) Definire la missione e le strategie del
museo, Franco Angeli, Milano.
GUERCINI s., RUNFOLA a. (2004) Sourcing strategies in clothing retail firms: product
complexity versus overseas supply chain, Journal of Customer Behaviour, vo.3, no. 3, Winter, pp.
305-334.
GUERCINI S. (2004) (a cura di) Concetto di prodotto, potenziale di mercato e condizioni di
economicità per il Museo dell’Universo a Firenze, rapporto di ricerca non pubblicato, Istituto e
Museo di Storia della Scienza, Firenze, 31 ottobre.
GUERCINI S. (2004) Developing capabilities for integration in multinational R&D, International
Engineering Management Conference 2004 – IEEE, Singapore, 18-21 October.
GUERCINI S., RUNFOLA A. (2004) Sourcing strategies in clothing retail firms: product
complexity versus overseas supply chain, 20th Annual IMP Conference, Copenhagen Business
School, Copenhagen, Denmark, 2-4 September.
GUERCINI S. (2004) International competitive change and strategic behaviour of Italian textileapparel firms, Journal of Fashion Marketing and Management, vo.8, no.3, pp. 320-339.
GUERCINI S. (2004) Developing the researcher-manager interface in the case analysis process,
Management Decision, vo.42, no.3/4, pp. 464-472.
GUERCINI S. (2004) Strategic behaviour of Italian textile-apparel firms: national specificity and
international competitive change, “The European Clothing Industry: Meeting the competitive
challenge”, ESC Toulose – CREER – JFMM, Toulose, February 26-27.
GUERCINI S. (2004) Valutazioni su prospettive di offerta ricettiva alberghiera e marketing
territoriale all’isola d’Elba, Consorzio Elba Promotion, gennaio.
BURRESI A., GUERCINI S. (2003) Nuovi attori e integrazione di funzioni nel marketing
strategico della distribuzione, “Le tendenze del marketing in Europa”, Università Ca’ Foscari di
Venezia, Venezia, 28-29 novembre.
GUERCINI S., RANFAGNI S., RUNFOLA A. (2003) Aspetti e forme di integrazione di filiera
nella distribuzione del tessile-abbigliamento, "I sistemi a rete nel retailing: modelli, relazioni, regole
e creazione di valore", Osservatorio permanente sul Franchising - Rivista Industria & Distribuzione,
Istituto Tagliacarne, Roma, 21-22 novembre.
GUERCINI S., RUNFOLA A. (2003) La relazione tra orientamento al cliente e offerta culturale
nell’innovazione del prodotto museale, Atti del Convegno “L’azienda museo: dalla conservazione
di valore alla creazione di valori”, Firenze 6-7 novembre, Franco Angeli, Milano.
GUERCINI S. (2003) La conoscenza di mercato del vertice d’impresa. Casi di produttori di tessuti,
Franco Angeli, Milano.
GUERCINI S., RANFAGNI S. (2003) The role of Bureau de style in the entrepreneurial network
for textile product innovation, 19th Annual IMP Conference, University of Lugano, Lugano,
Switzerland, 4-6 September.
GUERCINI S. (2003) Segmentation versus emerging archetypes in the market mapping process,
2003 Annual Meeting of the Academy of Management, “Democracy in a Knowledge Economy”,
Session: Functional Strategies, Seattle, August 1-6.
GUERCINI S., RUNFOLA A. (2003) New technologies on the Internet for a network of museum:
analysis of an Italian case, SSGRR 2003s International Conference, L’Aquila, July 28 – August 3.
GUERCINI S., PIOVAN R. (2003) Schemi di negoziato e tecniche di comunicazione per il tessile e
abbigliamento, Firenze University Press, Firenze.
GUERCINI S. (2003) Entrepreneurial image of the demand in the Italian yarn firms, Journal of
Fashion Marketing and Management, vo.7, no.3, pp. 272-281.
GUERCINI S. (2002) Profilo del vertice, processi di sviluppo e politiche di mercato dell’impresa
cinese a Prato, in Colombi A. (a cura di) L’imprenditoria cinese nel distretto industriale di Prato,
Leo S. Olschki Editore, Firenze.
GUERCINI S. (2002) Marketing integrato e offerta di servizi localizzata. Il caso della rete dei
musei scientifici fiorentini, Economia e diritto del terziario, n. 3, pp. 837-874.
GUERCINI S., RANFAGNI S., DONVITO R., RUNFOLA A. (2002) Modello distributivo toscano
e nuove prospettive di modernizzazione, in Burresi A. (a cura di) Il cambiamento della distribuzione
in Toscana negli anni novanta: verso nuovi profili di modernità, Franco Angeli, Milano.
GUERCINI S., RANFAGNI S. (2002) Product Innovation in Italian Fabric Manufacturers:
Fuctional Roles and Relationship Network, IFFTI International Conference, The Hong Kong
Polytechnic University, Hong Kong, 7-8 November.
GUERCINI S. (2002) Europe’s bigger spinners, Textile Asia, April, pp. 40-43.
GUERCINI S., RANFAGNI S. (2002) The entrepreneurial network for product innovation in
Italian textile firms, Proceedings of the 7th World Congress for Total Quality Management,
“Business Excellence. Make it happen!”, Volume 1, Verona, 25-27 June.
GUERCINI S. (2002) (a cura di) Potenziale di mercato, condizioni di economicità e politiche di
marketing di una rete di musei e istituzioni tecnico-scientifiche, rapporto di ricerca non pubblicato,
Istituto e Museo di Storia della Scienza, Firenze, 29 aprile.
GUERCINI S. (2002) Image of the demand and buyer-seller relationship. The case of the Italian
yarn manufacturers, ICE Yarn Seminar, The Hong Kong Polytechnic University, Hong Kong, 1-2
March.
BURRESI A. GUERCINI S. (2002) La rappresentazione del mercato in funzione dell’innovazione
di prodotto nelle imprese del tessile e abbigliamento, “Les tendances du Marketing en Europe”,
Ecole Supérieure de Commerce de Paris – EAP, 25-26 Janvier.
GUERCINI S., RANFAGNI S., BANCHELLI E. (2002) Evoluzione del vertice organizzativo e
comportamenti strategici dell’impresa leader. Elementi emergenti da uno studio di casi, “Le imprese
leader nella Provincia di Siena”, IRIS di Prato, Prato, gennaio.
GUERCINI S. (2001) Branding orientations in place marketing. Some insights into the case of San
Gimignano, paper presented at the International Seminar “A new urban identity”, San Gimignano,
14 december.
GUERCINI S.(2001) Caratteri degli attori e innovazione nell'offerta turistica, in M. Rispoli (a cura
di) Prodotti turistici evoluti. Casi ed esperienze in Italia, G. Giappichelli, Torino.
GUERCINI S. (2001) Orientamenti di branding nel marketing imprenditoriale, dattiloscritto,
Dipartimento di Scienze Aziendali, Università degli Studi di Firenze, marzo.
GUERCINI S. (2001) Relation between branding and growth of the firm in new quick fashion
formulas: Analysis of an Italian case, Journal of Fashion Marketing and Management, vo.5, no.1,
pp. 69-79.
BURRESI A., GUERCINI S. (2000) Rappresentazione strategica del mercato e segmentazione in
rapporto alle nuove tendenze dell’ambiente di marketing, Convegno internazionale “Le tendenze
del marketing in Europa”, Università Ca’ Foscari di Venezia – Ecole Supérieure de Commerce de
Paris – EAP, Venezia, 24-25 novembre.
GUERCINI S. (2000) Il potenziamento delle capacità del vertice aziendale nelle piccole e medie
imprese, Piccola Impresa/Small Business, n. 3.
GUERCINI S. (1999) Processi d’internazionalizzazione della R&S d’impresa, G. Giappichelli,
Torino.
GUERCINI S. (1999) Internationalisation Growth as Integration of R&D Activities. Evidence from
Large Multinational Companies, LEM Working Paper n. 23, Scuola Superiore Sant’Anna di Pisa.
GUERCINI S. (1999) L’impresa con vertice di nazionalità cinese nel distretto pratese: caratteri,
processi di sviluppo e politiche di mercato, Atti Convegno “Il futuro dei distretti”, Università di
Padova, Vicenza, giugno.
GUERCINI S. (1999) Evoluzione del modello imprenditoriale proprietario e familiare, in Burresi
A. (a cura di) Profili innovativi d'impresa nei settori tipici dell'industria toscana, Franco Angeli,
Milano.
GUERCINI S. (1998) Il potenziamento delle capacità del vertice nelle piccole e medie imprese:
evidenza empirica nei settori tipici dell’industria toscana, relazione al convegno “I processi
innovativi nella piccola impresa”, Facoltà di Economia, Università di Urbino, 21-22 maggio,
Urbino, pp. 1-20
GUERCINI S. (1998) La dimensione internazionale nella classificazione delle strutture ricettive,
Contributi per la messa a punto di un modello organizzativo e gestionale del progetto qualità
turismo e di un modello di osservatorio dei prezzi, a cura di Aldo Burresi, pp. 39-65.
GUERCINI S. (1998) Processi strategici ed organizzativi nell'internazionalizzazione delle attività di
ricerca e sviluppo delle imprese multinazionali, tesi di perfezionamento in “Strategie competitive e
Marketing internazionale”, Scuola Superiore Sant'Anna di Pisa, A.A. 1997/1998.
GUERCINI S. (1998) Il profilo del vertice d'impresa: ipotesi e note sui fattori qualificanti,
Dipartimento di Scienze Aziendali, Università degli Studi di Firenze, gennaio.
PAOLI M., GUERCINI S. (1997) L’internazionalizzazione della R&S nei comportamenti strategici
d’impresa, Sinergie, vol. 42, pp. 273-298.
PAOLI M., GUERCINI S. (1997) R&D Internationalisation in the Strategic Behaviour of the Firm,
STEEP paper no. 39, Science Policy Research Unit – University of Sussex, Brighton (Inghilterra),
gennaio.
GUERCINI S. (1997) R&S multinazionale e comportamenti strategici d’impresa: alcune riflessioni
preliminari, Economia e politica industriale, vol. 94, pp. 163-186.
GUERCINI S. (1996) Crescita esterna e attività multinazionali di R&S: il caso dei laboratori di
Nuovo Pignone e General Electric, Dipartimento di Scienze Aziendali, Università degli Studi di
Firenze, novembre.
GUERCINI S. (1996) Considerazioni di metodo sull'impiego della case analysis nel campo degli
studi d'impresa, "Working Papers", n. 2, Dipartimento di Scienze Aziendali, Università degli Studi
di Firenze, novembre.
PAOLI M., GUERCINI S. (1996) The integration of the technological knowledge in the firm
networks, paper presented at the VI International Conference of Economics of Innovation,
Università Cattolica del Sacro Cuore, Piacenza, 5-6-7 June.
GUERCINI S. (1996) Large companies in the most technologically innovative sectors of Tuscan
industry, SPRU-University of Sussex at Brighton, April.
GUERCINI S. (1996) Beyond the centripetal versus centrifugal approach in the multinational
research and development strategic management, SPRU-University of Sussex, Brighton, January.
GUERCINI S. (1995) Strategie di crescita esterna e formazione di complessi multinazionali: realtà
aziendali nella componentistica ad alta tecnologia, Studi & Informazioni, n. 1, pp. 97-117.