Federica Codignola | Università degli Studi di Milano-Bicocca (original) (raw)

Books and chapters by Federica Codignola

Torino: Giappichelli, 2009

In: Mariani P., Zenga M. (eds.), Data Science and Social Research II. DSSR 2019. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, 2021

The progress of technology and science goes along with the vast richness of the cultural and mate... more The progress of technology and science goes along with the vast richness of the cultural and material existence of individuals, so that each person’s behavior at any moment generates large quantities of traceable information and data. Through the rise of the Internet, the quantity of data is geometrically increasing. It is then quite complex to manage it with traditional data systems. Today, Big Data touch every side of any economic activity, from public transportation, communications, bank securities, insurance, to government, health, education and other public utilities. Concomitantly with the rise of cloud computing, cloud applications, the multiplicity of mobile de-vices, and the maturity of e-commerce giants' data marketing sys-tems such as Amazon and Google, Big Data marketing is becoming increasingly focused and is being used by most companies. Follow-ing the development of digital growth, the aim of the marketing in-dustry is to collect large amounts of assorted customer-related be-havior sales data on which to develop their marketing strategies. Facing the era of Big Data, most firms have abandoned their tradi-tional marketing strategies and have decided to opt for a powerful system of Big Data analysis so as better to identify their own cus-tomer target and consequently increase sales and profit. This chapter emphasizes the urge to observe the practical implications of an in-depth investigation on the strategic relationship between Big Data and marketing.

Advances in Digital Marketing and eCommerce. Second International Conference, 2021, Springer. Book series Springer Proceedings in Business and Economics, Springer Nature , 2021

This study shows that in order to develop their social media advertising strategies and obtain op... more This study shows that in order to develop their social media advertising strategies and obtain optimal results, global luxury brands that wish to enter the Chinese market, must consider a number of Chinese cultural peculiarities. Several studies have already used the cross-cultural theoretical framework for the purpose of identifying some effective luxury brands’ marketing and communication strate- gies. This research recognizes speciﬁc features that can be used to create targeted and successful social media advertising approaches. As the majority of Chinese luxury consumers are Millennials and Gen Z, brands are even more challenged. In fact, these segments show preference for digital communication tools, media, and channels, with social media advertising representing the most valuable strategy. Global luxury brands that seek to proﬁtably use social media adverting, besides taking into account speciﬁc Chinese cultural-related features and contexts, must also identify, understand, and learn how to employ any useful stratagem emerging from innovation in digital communication. This would allow brands to compete in the global marketplace while increasing their growth rate thanks to updated and effective social media advertising strategies.

Competitive Business Management A Global Perspective, 2018

Cross-cultural and multinational challenges in global business management have become a fundament... more Cross-cultural and multinational challenges in global business management have become a fundamental theme in recent times. As firms continue to expand across borders and the global marketplace becomes progressively more reachable for small and large businesses alike, the current scenario offers increasing opportunities to working globally. Nevertheless, numerous cases of failure exist linked to the management's incapacity to identify cross-cultural issues and to appropriately and effectively deal with these. As the current global scenario is becoming increasingly complex, global managers will have to become more perceptive and responsive to the challenges

and risks deriving from the multicultural backgrounds of countries they deal with or work in. Disregarding cultural complexities whilst managing global firms can be perilous. Embracing a county’s cultural diversity may or may not be a factor of success for a firm. However, not understanding and not exploiting such diversity will undoubtedly increase the possibility of failure or stagnation.

The chapter observes the blending of luxury fashion brands and the specific field of contemporary... more The chapter observes the blending of luxury fashion brands and the specific field of contemporary art. Moreover, the chapter identifies the particularly positive effects deriving from contemporary art in the creation of value for luxury fashion brands. Therefore, the issue discussed is whether contemporary art may represent a possible strategic tool for competing in the global world of the luxury fashion industry. The chapter observes: the commercial and creative implication of luxury fashion brands and the global phenomenon of contemporary art collaboration; the variance of luxury fashion brands and contemporary art collaboration phenomena from the perspective of the consumers and from the perspective of the brands; the current examples of luxury fashion brands and contemporary art collaborations. In conclusion, managerial insights on the implementation of artistic collaboration are highlighted, and suitable strategies for luxury fashion brands and firms who plan to be involved in such collaborative agreements are suggested.

2014, in J. M. Alcántara-Pilar, S. del Barrio-García, E. Crespo-Almedros & L. Porcu (eds), Analyz... more 2014, in J. M. Alcántara-Pilar, S. del Barrio-García, E. Crespo-Almedros & L. Porcu (eds), Analyzing the cultural diversity of consumers in the global marketplace, IGI Global, forthcoming

Collection edited by Silvio M. Brondoni 26 Collana IMPRESA ECONOMIA COMUNICAZIONE 18. E. Arrigo, ... more Collection edited by Silvio M. Brondoni 26 Collana IMPRESA ECONOMIA COMUNICAZIONE 18. E. Arrigo, Responsabilità aziendale e performance economico-sociale, 2008. 19. M. Corniani, Market-Driven Management gestione delle scorte e relazioni di fornitura, 2009. 20. F. Codignola, Prodotto prezzo e promozione nelle politiche distributive di arte contemporanea, 2009. 21. L. Bisio, Imprese globali Stati-Nazione e politiche ambientali, 2009. 22. E. Rancati, Market-Driven Management mercati globali e metriche di performance, 2009. 23. F. Gnecchi, La gestione di marca nelle relazioni business-to-business, 2009. 24. S.M. Brondoni (a cura di), Market-Driven Management Corporate Governance e spazio competitivo d'impresa, 2010. 25. S. Riboldazzi, Imprese e concorrenza nel mercato globale dei carburanti per autotrazione, 2011. 26. S.M. Brondoni (ed.), Stampa: Digital Print Service s.r.l. -Segrate (MI) Fotocopie per uso personale del lettore possono essere effettuate nei limiti del 15% di ciascun volume/fascicolo di periodico dietro pagamento alla SIAE del compenso previsto dall'art. 68, comma 4 della legge 22 aprile 1941, n. 633 ovvero dall'accordo stipulato tra SIAE, AIE, SNS e CNA, CONFARTIGIANATO, CASA, CLAAI, CONFCOMMERCIO, CONFESERCENTI il 18 dicembre 2000. Le riproduzioni ad uso differente da quello personale potranno avvenire, per un numero di pagine non superiore al 15% del presente volume, solo a seguito di specifica autorizzazione rilasciata da AIDRO, via delle Erbe, n. 2, 20121 Milano, telefax 02-80.95.06,

La pubblicazione è stata effettuata nell'ambito del Progetto di Ricerca di Rilevante Interesse Na... more La pubblicazione è stata effettuata nell'ambito del Progetto di Ricerca di Rilevante Interesse Nazionale su: "Cultura di network, performance e dinamiche competitive", cofinanziato dal MIUR nell'anno 2004. Composizione: CDR -Sistemi stampa di Maria Angela Roviera -Torino Stampa: Stampatre s.r.l. -Torino Fotocopie per uso personale del lettore possono essere effettuate nei limiti del 15% di ciascun volume/fascicolo di periodico dietro pagamento alla SIAE del compenso previsto dall'art. 68, comma 4 della legge 22 aprile 1941, n. 633 ovvero dall'accordo stipulato tra SIAE, AIE, SNS e CNA, CONFARTIGIANATO, CASA, CLAAI, CONFCOMMERCIO, CONFESERCENTI il 18 dicembre 2000. Le riproduzioni ad uso differente da quello personale potranno avvenire, per un numero di pagine non superiore al 15% del presente volume, solo a seguito di specifica autorizzazione rilasciata da AIDRO, via delle Erbe, n. 2, 20121 Milano, telefax 02-80.95.06,

Conference papers, talks, and seminars by Federica Codignola

invited lecture offered before the “Econ-culture” seminar series

International Conference on 'The art market in a global perspective', At ACGS Amsterdam Centre fo... more International Conference on 'The art market in a global perspective', At ACGS Amsterdam Centre for Globalisation Studies, University of Amsterdam, Royal Tropical Institute, Amsterdam, Netherlands

ISSN:L 2067-0532 ISSN online: 2344-5386

Despite the large number of blog posts and articles regarding the use of Inbound and Outbound Mar... more Despite the large number of blog posts and articles regarding the use of Inbound and Outbound Marketing techniques, no research articles compares the propensity of companies towards these opposite types of marketing techniques among different countries. The present study is mainly focused on literature review of Inbound vs Outbound Marketing and acknowledge the academic community, interested in Content Marketing studies, about the availability of data sets regarding the implementation of these techniques at the level of Italian and Romanian pure players and click and mortar companies, which will be explored in the near future through appropriate statistical methods within the framework of a cross-cultural research.

La cultura entra oggi in maniera sempre più vigorosa all’interno dei nuovi processi di creazione ... more La cultura entra oggi in maniera sempre più vigorosa all’interno dei nuovi processi di creazione del valore economico; allo stesso modo, proprio come le imprese, le città che inseguono una strategia coesa e ambiziosa di sviluppo economico fanno della cultura uno dei maggiori punti di forza, utilizzando modalità avanz ate di diffusione delle attività culturali nel tessuto urbano e realizzando i processi di riqualificazione cittadina intorno a sempre più articolati interventi culturali. Negli ultimi anni, dette condotte sembrano dirigersi verso l’arte contemporanea e strutturarsi su eventi ed attori quali, appunto, le imprese artistiche contemporanee. Il significato economico della cultura nei processi odierni di sviluppo delle città enfatizza il ruolo di elemento stimolatore di nuovi sistemi di produzione e di consumo dei beni e dei servizi sempre più connessi ad una dimensione immateriale del valore aggiunto. Per analizzare i meccanismi legati ai processi di sviluppo delle città guidati dalla cultura si farà riferimento alla imprese di arte contemporanea e agli aspetti caratteristici dell’interazione locale delle stesse: una città che riesca ad attrarre la produzione di artisti contemporanei determinerà una elevata quantità di attività culturali favorendo lo sviluppo delle imprese che
producono e gestiscono tali attività e generando una cumulata di
knowledge production che ai diversi livelli ricade sull’agglomerato e stimola la produzione di nuove e specifiche conoscenze.

Torino: Giappichelli, 2009

In: Mariani P., Zenga M. (eds.), Data Science and Social Research II. DSSR 2019. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, 2021

Advances in Digital Marketing and eCommerce. Second International Conference, 2021, Springer. Book series Springer Proceedings in Business and Economics, Springer Nature , 2021

Competitive Business Management A Global Perspective, 2018

invited lecture offered before the “Econ-culture” seminar series

ISSN:L 2067-0532 ISSN online: 2344-5386

International Journal of Arts Management, VII, 2, Winter 2005, 2005

Analyzing the Cultural Diversity of Consumers in the Global Marketplace, 2015

This paper is intended to give a contribution to the debate on the functional relationship betwee... more This paper is intended to give a contribution to the debate on the functional relationship between the museum and the local territory; more specifically, the aim of this study is to understand the role of a museum location in attracting visitors and influencing their processes of choice and satisfaction. The study follows, in particular, a previous study conducted by Mariani and Mussini (2013) based on Fondazione di Venezia data, with a view to better contextualization level. Previous studies have examined the role of museums in enhancing the image of a destination and in attracting and conveying additional tourists' fluxes, arguing that although not all museums are a destination of choice for visitors, a great museum or a strong exhibition program still does represent a national and international attraction. This paper overturns this argument investigating whereas an appealing location (such as a tourist destination) can influence prospective visitors about the level of attractiveness of a pay cultural event taking place therein. A questionnaire was developed and data were collected at the Palazzo Ducale in Venice, Italy, in 2007, during the art exhibition " Venezia e l'Islam 829-1797 " , via 501 face-to-face visitors interviews. The research model analyzes data through the conjoint analysis and the descriptive statistics. Results show that the exhibition location has been a relevant factor in influencing the visitors' decision process linked to the attendance of the event. Data show that, for the majority of visitors, the exhibition had been located elsewhere, they would not have visited it. Thus, an appealing location or a structured tourist destination may function as an attractive platform that may contribute to enforce the overall visitor's satisfaction with regard to his or her attendance to a cultural event. Furthermore, such a fact depends on specific objective variables (e.g., level of education, age), although no significant differences were reported between segments based on other socio-demographic characteristics such as sex. To conclude, arts and cultural managers should market and position cultural events in locations that can function as attractive, thus as emotionally driven experience consumption sites. Furthermore, they should consider both the cognitive and the emotional aspects of visitor's experience when designing and planning their events, as well as when assessing visitor's satisfaction. Cognitive and emotional aspects should be considered simultaneously when measuring visitors' satisfaction. In shaping visitors' satisfaction, emotions, such as the pleasure to be in a particular location, are more significant than cognitive aspects, such as the theme of the exhibition. * Acknowledgments: The authors would like to thank " Fondazione di Venezia " for providing them with data used in the analysis. The usual disclaimers apply.

The recent phenomenon of the modest growth in the personal luxury goods market has created an urg... more The recent phenomenon of the modest growth in the personal luxury goods market has created an urge to face difficulties through innovative brand and marketing communication strategies. This paper examines the potentialities of strategic associations between luxury fashion brands and furniture design. The research question to be here examined is whether synergies with furniture design can represent possible innovative strategic instruments useful to compete in the global sector of the luxury fashion industry. To do so, this paper firstly examines the congruencies and the existent associations between fashion and design. Secondly, it compares luxury fashion brands with the specific furniture design market in order to verify whether and how such inter-sectoral convergence may effectively produce fluxes of value. Results indicate that the association between luxury fashion brands and collectible furniture design in particular is the most fruitful. The value of luxury brands is enhanced and consumers are provided at the same time with innovative and creative luxury experiences.

European Journal of International Management, 2021

Over recent decades, the internet has emerged as a widely used ecommerce tool for information sea... more Over recent decades, the internet has emerged as a widely used ecommerce tool for information searching and decision-making concerning consumer goods and services. With regard to B2C consumers, greater access to information has generated significant competitive advantage for firms that operate in the global marketplace. Recognising the knowledge-intensive nature of online business, information is managed with the aim of delivering unique customer experience. The existing literature puts forward that the search for information represents a fundamental step in the decision-making process. Research shows that in the global marketplace, individuals from different cultures rely on different typologies of information for making shopping decisions. However, few studies have investigated whether, in order to fulfil these different information needs, e-commerce informative elements should be localised or standardised depending on the cultural context. In an attempt to fill this gap in knowledge, our paper takes a customer behaviour approach to investigate how individuals from Finland, Italy and Japan search for information within the specific context of e-commerce.

Italian Journal of Marketing, 2021

This article focuses on private art collections that play a relevant role on the art market while... more This article focuses on private art collections that play a relevant role on the art market while reducing its information asymmetry. Knowledge of how art consumers such as private art collectors show preferences for specific artworks may allow to identify collecting patterns based on the preference of some artworks' signs. Understanding these patterns is essential for evaluating the impact of art collectors on the art market. The evolution of the art market shows complex consumption systems that shape the cognition and behavior of actors such as private art collectors. Consequently, to be a key art collector and to progress as such in today's art world implies a constant reinterpretation about what it means to consume and to collect art. This paper explores the collection of one of the most important art collectors in the world, the French tycoon François Pinault. More precisely, his background as a key collector was examined, and a number of preferences toward particular signs which connote his collected artworks were identified. All the collected artworks were observed through a descriptive data analysis of the Pinault Collection's exhibition catalogues, published from 2006 to 2015, enforced by the statistical decision tree classifier. Results show how the Pinault Collection is shaped by collecting preferences that can be described as collecting patterns. As a preeminent collector and owner of one of the two major auction houses in the world, Pinault's consumption preferences and decisions may impact the art market, for instance through signals and by influencing other art market players or the artists' careers.

Technological Forecasting & Social Change, Feb 2020

The increasing use of Artificial Intelligence (AI) in Social Media Marketing (SMM) endows compani... more The increasing use of Artificial Intelligence (AI) in Social Media Marketing (SMM) endows companies with strategic capabilities to understand what, where, and when to post relevant content on each social network in order to drive the maximum engagement with their audience. This trend triggered the need for this research to identify and further analyze the expectations of potential users of an AI-based platform for Social Media Marketing, which will be developed in the next two years, regarding its future capabilities. Thus, the development of reliable capabilities for the envisioned AI-based platform represents the key pillar for the strategic planning, conceptual design and software development process. In this research, we seek to discover how the potential users of this AI-based platform (owners and employees from digital agencies based in France, Italy and Romania, as well as freelancers from these countries, with expertise in SMM) perceive the capabilities that we propose to differentiate this technological solution from other available on the market. On the one hand, we propose a causal model to test which expected capabilities of the future AI-based platform can explain potential users’ intention to test and use this innovative technological solution for SMM, based on integer valued regression models. In this way, R software is used to analyze the data provided by the respondents. On the other hand, we identify the most influential predictors of potential users’ intention to test and use the software, based on an fsQCA causal configurations’ approach. Software experts who will be in charge of the AI-based platform development are advised to act in meaningful way accordingly to these findings, to avoid pitfalls that can threaten the software development process.

European Scientific Journal , 2018

Culture and Creativity Management: Milan as a Global Capital for Value Creation, 2016

The topic of creativity and culture in relation to urban value creation and global competitivenes... more The topic of creativity and culture in relation to urban value creation and global competitiveness becomes all the more relevant when it allows us to understand the development or the enhancement of cultural and creative industries clusters alongside with the subsequent new geographies shaping cities. In an enclosed area such as a city, the cultural and creative potential is closely related to the scale of innovation and knowledge, let alone to the kind of tourism or cultural occasions that the city provides. This article identifies three specific cultural and creative sectors that are concentrated and coexist in the city of Milan. This article suggests that these sectors may mutually enhance their paths of value creation whilst positively impacting on a unique city's tourist image. In this way, Milan will have the opportunity to become a distinctive global capital of culture and creativity.

Article, May 13, 2014

The current debate on urban regeneration and competitiveness is all the more significant when it ... more The current debate on urban regeneration and competitiveness is all the more significant when it makes possible to understand the development of new industrial clusters, the dynamics of growth, and the consequent new spaces that are being created in a metropolis. Some of this debate call for a break with past interpretations with regard on the one side to systems and practices dealing with territorial production, occupation, and exploitation, and on the other to those politics of urban management that try to identify, keep, and exploit its creative potential. In an enclosed space, such as a district, a city, or an area within the city, creative potential is intimately linked to the degree of knowledge and innovation, let alone the kind of cultural opportunities that space provides. Paradoxically, the most obvious limits to the exploitation of any space derives from the public authorities' inability to do away with past practices, industrial patters, and traditional ways of doing. On a global scale, the trend seems to be that of first creating and then promoting creative and cultural circuits in urban spaces in accordance with competitiveness and value production criteria. These strategies have multiple objectives. These range from the more intangible ones, such as finding a role for a city or an area within the knowledge economy, to the more measurable ones, such as those that show immediate economic results. Different criteria and means can be used to evaluate the achievement of the stated objectives. To be sure, standard do exist that enable the evaluation of achievements, such as statistical reports that rank cities and regions on an international scale. The visibility, perception, and image of a certain place, then, together with its attractiveness, is directly influenced to the impact of such evaluations and rankings. This article examines the current transformation of the city of Milan within the above-described interpretive framework. Such transformations are often directly linked to creative and cultural representations. This article places and examines contemporary art at the centre of these transformations. Art, and contemporary art in particular, could play a most beneficial role in the city's regeneration.

Symphonya. Emerging Issues in Management, n. 1, 2011

Culture is increasingly important in the contemporary processes of economic value creation, and c... more Culture is increasingly important in the contemporary processes of economic value creation, and cities are able to generate urban requalification processes by enhancing the level and complexity of cultural intervention. Recently, these strategies have focused increasingly on contemporary art, and specifically on contemporary artistic firms that can stimulate a significant amount of original knowledge production in global cities.

Tafter Journal, 24 (June 2010), ISSN: 1974563X, Jun 2010

Symphonya. Emerging Issues in Management, n. 2, 2006

Today’s contemporary art world has to come to terms with a highly unstable socioeconomic context ... more Today’s contemporary art world has to come to terms with a highly unstable socioeconomic context that is evolving rapidly and constantly, with the result that any analysis to establish the state of the demand and supply of artistic goods and services in a global scenario is quite complex. The supply of contemporary art is renewed and must continue to be renewed, in line with the recent requirements of demand and with economic and technological changes.

Libra Art Collection Newsletter, Jul 1, 2005

Symphonya. Emerging Issues in Management, n. 2, 2003

The economic role of art is sustained by complex marketing processes, which tend to modify the ai... more The economic role of art is sustained by complex marketing processes, which tend to modify the aims and conditions of artistic enterprise. The great dynamism which characterises the global markets in which businesses move nowadays also affects artistic enterprises and hence the artist-cumentrepreneur. In the global art market, therefore, information flow between demand, supply and distribution, risks being asymmetrical. With globalisation, the art market has recorded considerable changes. The market has become internationalised up to the point of becoming a worldwide market. On the whole, globalisation of the art market appears to have favoured an increase in supply and its revitalization, too. Demand has undergone a remarkable growth, probably due also to its fragmentation and diversification.

"Laurea” dissertation (MA equivalent), 2001

Gli eventi e i servizi che definiamo "a prevalente carattere di unicità" sono riferiti a una seri... more Gli eventi e i servizi che definiamo "a prevalente carattere di unicità" sono riferiti a una serie di attività, generalmente legate all'offerta di cultura (musei, mostre, convegni), sport (gare, olimpiadi), spettacoli artistici (concerti, teatro, opera, ballo...), che offrono "una sola cosa" (una collezione, una raccolta temporanea di opere d'arte, un insieme tematico di relazioni scientifiche, una performance di uno o più artisti) ad un pubblico potenzialmente sempre più vasto. L'ampliamento della domanda potenziale è dovuta a molti fattori:  maggiori occasioni di diffusione dell'informazione su tali eventi ;  più facile mobilità delle persone, che rende più accessibili i punti, a volte unici, della localizzazione della loro offerta ;  possibilità di una loro diffusione, con varie modalità e attraverso vari media di comunicazione, che permette di raggiungere un vasto pubblico, a volte anche a livello planetario (si pensi alle olimpiadi) ;  l'allargamento degli interessi scientifici, culturali, artistici e sportivi, in quegli "spazi di cultura transnazionale" che stanno nascendo dalla maggiore integrazione socio-economica delle differenti aree del mondo, amplificano la domanda potenziale dei servizi e degli eventi a forte carattere di unicità che in tali spazi sono naturalmente collocati, o che in tali spazi sanno collocarsi in virtù di una attenta strategia di marketing e comunicazione.