#Diogenedixit

2026-09-16 Alberto Macciani, Edoardo Ares Tettamanti

Demand creation: how to turn latent needs into attractive markets

In today’s world, which is often dominated by mature markets, one of the most fascinating themes in contemporary marketing is demand creation. Traditional marketing strategies have long focused on identifying and capturing existing demand: a need was identified, a product or service was developed to meet it and, finally, communicated to consumers through targeted campaigns designed to win them over. This model built industrial empires and scalable business models for decades, but today its potential is rapidly being exhausted: saturated markets, overwhelmed consumers and innovations that are ...

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2026-09-16 Gianmarco Ottaviano

Is AI sovereignty really an illusion?

Caught between the United States and China, many countries are now pursuing “AI sovereignty”: the ability not to depend on foreign powers for a technology destined to permeate the entire economy. But building domestically everything AI requires – from semiconductors to data centers, from cloud infrastructure to the most advanced models – is prohibitively expensive and probably impossible. The point, however, is that sovereignty is not the same as technological autarky. Not every application requires frontier models and chips, and technologies that are today available only to a few will ...

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2026-09-01 Marc Herlant

Preparing the enterprise for AI: a practical guide for managers

The successful integration of Artificial Intelligence (AI) is a transformative journey that requires strategic foresight, committed leadership, and a human-centric approach. Based on the insights from the preceding report, the following recommendations provide a general roadmap for organizations to navigate the complexities of AI adoption across short, medium, and long-term horizons. These actions are designed to build a resilient, AI-augmented organization prepared for sustained success. Short-term actions (within 6-12 Months): laying the foundation The initial phase should focus on education, ...

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2026-08-24 Matteo Cristofaro, Salvatore Moccia, Kate Black

Rethinking management education in the age of artificial intelligence

Since the emergence of the first business schools in the 20th century, management education has evolved in response to economic, technological, and social transformations, helping to redefine organizational models and leadership practices in contemporary capitalism. The intensifying impact of digital technologies, and the advent of artificial intelligence in particular (Dagnino and Tirabeni, 2025), could mark a new evolutionary phase in the history of business schools. Indeed, this moment may be comparable to the major transformations that accompanied the birth of the modern MBA and the emergence ...

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2026-07-28

The pet economy as a management laboratory

When examining the business practices and managerial approaches of players in the pet economy, beyond the differences among categories, offering models, company size, and market positioning, a number of recurring regularities emerge. The responses developed by firms do not, in fact, appear random or exclusively tied to the contingencies of individual segments; rather, they tend to refer back to three structural characteristics that run deeply through the entire sector and shape its evolution. These are, in particular: (1) the humanization of the pet, (2) the presence of a dual customer journey, ...

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2026-07-22 Alberto Macciani, Edoardo Ares Tettamanti

The future marketing skill set: recruiting for talents in the age of AI

As per Marketing is concerned (in its broad definition of the function that builds the commercial and Brand value of the company), there is one key capability that is especially reshaping the profile of professionals more than any technical certification: the ability to understand the social context and to create, within that context, a set of values capable of influencing consumer behavior and ultimately the adoption of the Product or Service that is marketed. This is not at all creativity in the generic sense of the word. It is something far more precise and rare, something that artificial intelligence ...

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2026-07-13 Walter Susini

A new framework for green marketing

Traditional marketing, while offering insights, models, and inspiration of considerable substance, and while having historically and in practice positioned itself as the primary agent in the noble art of changing people’s behavior, is not in itself the solution to the swamp of sterility in which current sustainability, as just noted, is struggling. Traditional marketing, with its established models and its ability to influence behavior, is not enough to meet the challenge of sustainability. Personally, I have seen too many brands fail by simply trying to apply the old rules of marketing to “green” ...

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2026-07-06 Donato Masciandaro

A sphinx at the Fed

Last April, Kevin Warsh, nominated by Donald Trump as the next chair of the central bank, presented the manifesto of what is to become “his” Fed during his hearing before the U.S. Senate Banking Committee. The starting point cannot but be the observation that, of the hearing’s total 120 minutes – made up of questions from Republican and Democratic senators and answers from the nominee – roughly 90 minutes were devoted to monetary policy, and a full 60 to personal aspects of the future chair’s profile, including profession, income and wealth, as well as personal relations with President ...

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2026-07-01 Emanuele Acconciamessa

How AI is redefining customer loyalty in retail

The retail sector is undergoing a historic phase characterized by structural fragility that can no longer be attributed solely to temporary shocks or easy-to-interpret economic cycles. Unlike past crises, which companies could tackle with short-term strategies or limited corrective measures, the persistent instability we are seeing today is profoundly mutating market mechanisms and consumer behavior. As highlighted by recent analyses from the International Monetary Fund and the European Central Bank, in 2024–2025 various exogenous factors converged: geopolitical tensions, energy instability, ...

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2026-06-23 Sandro Castaldo

Trust, the hidden architecture of the economy

In an era marked by growing geopolitical instability, accelerated technological transformation, and economic volatility, it is not surprising that the word “trust” was one of the most discussed terms of 2025. When Italy’s most authoritative encyclopedia—Treccani—named it Word of the Year, the choice was less symbolic than it might have seemed. Indeed, today trust is one of the most telling indicators of the health of contemporary societies and economies. It is not merely a psychological or moral disposition, but a true relational infrastructure underpinning markets, institutions, businesses, ...

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