BNP Paribas Chair in Marketing e Service Analytics
Held by 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.
Core Activities
Research
Professor Ordanini's research focuses on different aspects of marketing and service analytics. He recently investigated the reactions in consumer behavior to benefits, discounts and extras, demonstrating that they can actually have undesirable consequences on their expectations in future interactions with the company and lead to opportunistic behaviors.
Other important aspects of the BNP Paribas Chair in Marketing and Service Analytics have been a survey on "text analytics tools" in relation to online reputation, a social media analysis (for example trying to explain why the massive efforts to use them as a network tool for open innovations do not meet expectations with respect to their potential), as well as the impact of artificial intelligence on the productivity and quality of banking services.The joint research project "Artificial Intelligence in Mortgage Ticket Management: Experimental Evidence on Productivity and Effectiveness" is another output of the close collaboration between Bocconi and BNL as part of the Chair.
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.
His participation in the annual Convergence research conference at the IFIM Business School (now Jagdish Sheth School of Management, Bangalore) has been of particular importance. It aims to bring together researchers and professionals to build consensus on what it takes to become leading players in this new and still evolving era of services.