BNP Paribas Chair in Marketing e Service Analytics

Chair Holder: Andrea Ordanini

Andrea Ordanini

Full Professor of Marketing at Bocconi University since 2012. PhD in Business Administration and Management from the University of Pavia and a degree in Business Administration from Bocconi University. He is the winner of the IBM Worldwide Service Science Academy Award (2007), and the Journal of Service Research Best Article award (2012). The American Marketing Association presented him with the Best Paper award during the 2009 Winter Conference. He is currently a Global Faculty Fellow at the Center for Services Leadership at Arizona State University. His research areas include service marketing, product and service innovation and the consumption of cultural goods, especially music.

Joint Purpose

BNP Paribas and Bocconi University have been working closely together for many years. This relationship went one step further in 2017, when their cooperation became a Strategic Partnership with the appointment of an academic position, the BNP Paribas Chair in Marketing and Service Analytics, assigned to Andrea Ordanini, Full Professor of Marketing. Research focuses on topics such as customer centricity, customer service, the omnichannel experience, retail engineering and customer journey analytics.

Andrea Ordanini
New technologies and above all artificial intelligence seem poised to revolutionize the customer experience and we repeatedly read estimates of job reductions as a result of technological evolution in services, but empirical evidence is really scant. The BNP Paribas Chair in Marketing and Service Analytics aims to verify, through research, the real effects of these changes in the sector.
Andrea Ordanini
BNP Paribas Chair in Marketing e Service Analytics
Andrea Munari
BNP Paribas strongly believes in the use of technology to improve the relationship with the customer, especially in increasing transparency, awareness and ease of access for those who work with our bank. This initiative with Bocconi confirms the Group's focus on Italy and on academic training, a contributing factor to individual and collective growth.
Andrea Munari
CEO and General Manager BNL – Head of BNP Paribas in Italy

Core Activities

Research

Prof. Ordanini's research focuses on different aspects of service marketing. In recent years, Professor Ordanini has studied the implementation of emerging business-to-business service models (solutions), investigated the functioning of innovative network consumer service models (e.g. crowdfunding) and explored perceptions of authenticity in the offer of products and services.

An important aspect of the research of the BNP Paribas Chair in Marketing and Service Analytics is research through field experiments. This methodology is critical for trying to obtain cause-and-effect relationships - e. not simple correlations - between the technological transformations underway and the market results of the service offer.

Resulting from the close collaboration between Bocconi and BNL within the Chair, is the joint research project "Artificial Intelligence in Mortgage Ticket Management: Experimental Evidence on Productivity and Effectiveness", aimed at identifying the causal impact of artificial intelligence on productivity and quality of banking services with a detailed field experiment.

Students

Each year, BNP Paribas managers participate as guest speakers, and field projects are organized where students get involved and delve into the topics of Product and Service Management in the banking sector, with particular focus on innovation and data driven marketing strategies.

Communication and Dissemination

The Chair's activities have been enriched over the years by the dissemination of Professor Ordanini's research results, thanks to his participation in seminars and conferences organized by the most prestigious academic and institutional entities.

The research results are traditionally presented in major international marketing conferences, including the American Marketing Association and the European Marketing Conference, as well as through  Prof. Ordanini’s participation in research and training initiatives such as international Doctoral Consortium.

Some research projects related to the Chair have also found support at major international funding institutions, such as the Marketing Science Institute.

 

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