Archive
How to Gain Maximum Trust
We are experiencing a period of tremendous economic and social uncertainty, marked by international political tensions and stagnant consumption. Despite a slowdown in inflation, rising consumer prices over the past three years have eroded household purchasing power, already under pressure from high energy costs and rising financing costs. In this unpredictable environment, characterized by instability and limited consumer spending capacity, demand is shifting towards savings. This trend is reflected in the rapid expansion of convenience-oriented retailers. Across Europe, as discount stores continue ...
Brand and Artificial Intelligence: Two Key Questions to Explore New Frontiers
The continuous development of AI opens up ever-new strategic and managerial horizons for businesses, revealing extraordinary opportunities in terms of efficiency (a goal that seems to be prevalent today) and effectiveness (an area that offers unexplored avenues for analysis and thus requires further investigation). These opportunities are inevitably linked to various risks, stemming not only from the inherent uncertainty of radical innovations. Among these, from the perspective of brand management, the risks arising from the following should not be underestimated: a) errors in the data used to ...
The Oval Office Desk and the Paradoxes of Trump’s Protectionism
In a remake of a film already seen in 2018, President Donald Trump has resumed imposing or threatening to impose tariffs on imports from the United States’ main trading partners. Now, as then, the rationale behind this escalation is twofold. On the one hand, an administration led by a “deal-maker” believes that all trade agreements signed by previous administrations (including his own, as in the case of the 2020 agreement with Canada and Mexico) are, if not disastrous, at least unambitious and therefore need to be renegotiated – preferably through pressure or threats. On the other hand, ...
Why Sustainability is Worth It (Even if Showing It Off is No Longer in Vogue)
“You’re good, and they throw stones at you. You’re bad, and they throw stones at you,” sang Gian Pieretti and Antoine at the Sanremo Festival in 1967. Fifty-eight years later, the sentiment described in the Italian song risks silencing the conversation on sustainability. The term 'greenhushing' refers to companies minimizing or completely avoiding communication about their environmental goals and results in order to avoid criticism or negative reactions. The term gained traction in late 2022 when South Pole, a Swiss sustainable finance consulting firm, released a report revealing that ...
Luigi Guatri: The Legacy of a Master
Professor Luigi Guatri's legacy resonates deeply within Bocconi University and throughout the landscape of Italian economic and business thought. A master in the truest sense of the word: a rigorous scholar, an intellectual guide, and a point of reference for generations of academics and students. After teaching at the University of Genoa and the University of Parma, he returned to Bocconi as a full professor in 1969, taking on roles of increasing responsibility: director of various institutes, managing director, rector, and vice president. I met Professor Guatri in 1973 while attending his course ...
Finance for Europe
In his latest report on Europe’s present and future competitiveness, Mario Draghi argues that Europe is in a paradoxical situation: it appears stable but has unknowingly fallen ill. It has set ambitious environmental targets, possibly beyond its reach, while neglecting applied business research and struggling with the ambiguity between national sovereignty and the role of supranational institutions. Rather than treating terminal illnesses, can we still prevent the worst through proactive interventions? And can finance play a role? Europe in the Third MillenniumIt is easy to overlook Europe’s ...
Successful Business Cases: AI Implementation Best Practices
In September 2023, Microsoft Italy launched the AI L.A.B. (Learn – Adopt – Benefit) project, an initiative designed to help companies assess and implement generative Artificial Intelligence (AI) solutions through tailored consulting, training, and skill development to enhance individual productivity and business competitiveness. Including currently over 320 companies and 450 generative AI projects—half already in production—the program has also trained thousands of professionals in AI-related skills. The project involves universities, institutions, and strategic partners to bridge the ...
Digital Platforms and Sustainability: a New Corporate Branding Model
The rise of digital platforms has created new opportunities for companies to interact with consumers and expand their networks. Digitalization has driven significant technological and cultural shifts, with a growing emphasis on corporate identity and sustainability. Platforms have evolved beyond mere technological tools into dynamic ecosystems, enabling businesses to reach diverse customer segments while fostering innovation and growth. The Covid-19 pandemic accelerated the transition to a more digital landscape, where platforms became indispensable for daily activities such as shopping and remote ...
Trump, the Dollar and the Euro
In the wake of Donald Trump's second term as President of the United States, global attention has turned to the future of the dollar and its implications for the world economy. From a short-term economic analysis perspective, the dollar has appreciated, influenced in part by the tariff policies first announced and later implemented by the newly elected president. What does this mean for the euro? A depreciation of our currency increases the risk of inflation. This is a scenario that the European Central Bank (ECB) is well aware of, yet it does not seem to be a pressing concern ...
Branded Apps & Coupons: Keys to Customer Loyalty
In today’s fiercely competitive retail landscape, the challenge of keeping customers engaged and encouraging repeat visits is greater than ever. Retailers are increasingly turning to digital solutions like branded apps and coupons to tackle this issue head-on. The big question is: how can these tools not only attract customers but also keep them loyal and increase their spending over time? Branded Apps: Building Stronger Connections First of all, we focused on branded apps, which offer a unique opportunity for retailers to create more meaningful connections with their customers. Through an ...