Gucci Research Lab

Donor: Gucci

• Fabrizio Castellucci, Associate Professor in the Department of Management and Technology at Bocconi University and Director of the Doctorate in Business Administration (DBA) at SDA Bocconi
• Paola Cillo, Associate Professor of Management and Director of Concentration in Luxury Business Management of the Full-Time MBA at SDA Bocconi
• Gabriella Lojacono, Associate Professor of Business Administration and Senior Lecturer in the Strategy Area at SDA Bocconi
• Gaia Rubera, Amplifon Chair in Customer Science, Head of the Department of Marketing, and Full Professor at Bocconi University and SDA Bocconi

The Gucci Research Lab was created as the result of a three-year partnership between the luxury fashion house Gucci and Bocconi University, to investigate the evolution of organization in the 21st century. The Gucci Lab analyzes the main trends in organizational design and digital transformation, and deals with exploring how soft skills, such as a startup mentality, employee empowerment, an appetite for risks, rapid decision-making processes and agile organizational structures, can help create the conditions necessary to achieve above the market performance.

• Research on how an organization can achieve a significant competitive advantage by focusing on the organization's culture, implementing an entrepreneurial spirit and a healthy attitude towards risk-taking, genuinely delegating responsibility, and establishing an employee empowerment program
• Production of a position paper on a specific topic every year
• Conference to present the paper to stakeholders and the public
• Challenge related to the topic, reserved for Bocconi students