B2B, Innovation and the Market for Technologies 2012/ / B2B, Innovation and the Market for Technologies 2011/12 N/R

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Fabrizio Cesaroni

University of Messina

Department of Economics and Business (SEAM) Piazza Pugliatti, 1

98122 Messina – Italy

Tel +39.090.676.4513 - Fax +39.090.710.223

email: fabrizio.cesaroni@unime.it

Personal webpage: sites.google.com/site/fcesaron/ Place and date of birth: Urbino (PU), Italy, June 30, 1970

CURRICULUM VITAE

PROFESSIONAL AND TEACHING EXPERIENCES

Professional experiences:

2015-present: Associate Professor of Management at the Department of Economics and Business (SEAM), University of Messina, Messina, Italy.

2013-2014 Assistant Professor at the Department of Business Administration, Carlos III University, Madrid, Spain.

2011-2014: Research Fellow at the Institute of Management, St. Anna School of Advanced Studies, Pisa, Italy.

2006-2011: Assistant Professor at the Department of Business Administration, Carlos III University, Madrid, Spain.

2004-2005: Assistant Professor in Business Administration at the University of Lecce, Italy.

2001-2004: Research Fellow on the topic “Valorisation of R&D activity by firms and public research centres”, St. Anna School of Advanced Studies, Pisa, Italy.

Teaching experiences: Postgraduate

2013-2015: Lecturer in “Economics and Management of Innovation” at the International Ph.D in Management, St. Anna School of Advanced Studies, Pisa, Italy.

2008-2014: Lecturer in “B2B, Innovation and the Market for Technologies” at the Master Especializado en Marketing & Comunicación, ESCP Europe - European School of Management, Madrid Campus. Teaching evaluation:

Subject Academic Year Evaluation

B2B and Market for Technologies 2013/14 7.30 / 10.00 B2B, Innovation and the Market for Technologies 2012/13 8.70 / 10.00 B2B, Innovation and the Market for Technologies 2011/12 N/R B2B, Innovation and the Market for Technologies 2010/11 3.00 / 4.00 Innovation and the Market for Technologies 2009/10 3.57 / 4.00

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Innovation and the Market for Technologies 2008/09 7.50 / 10.00

2013-2014: Lecturer in “New Product Development” at the Master in European Business, ESCP Europe - European School of Management, Madrid Campus.

Teaching evaluation:

New Product Development 2013/14 N/R

New Product Development 2012/13 3.44 / 4.00

2008-2011: Lecturer in “Dirección Estrategica” (Strategic Management) at the Máster in Administración de Empresas, Carlos III University, Madrid (lecture taught in Spanish).

Dirección Estratégica 2010/11 4.80 / 5.00

Dirección Estratégica 2009/10 4.90 / 5.00 (*)

(*) Award for Teaching Excellence

2007-2010: Lecturer in “Introducción a la Estrategia Competitiva” (Introduction to Competitive Strategy) at the Máster en Dirección de Organizaciones Sanitarias, Carlos III University, Madrid (lecture taught in Spanish).

Introducción a la Estrategia Competitiva 2010/11 4.80 / 5.00 Introducción a la Estrategia Competitiva 2009/10 4.80 / 5.00 Introducción a la Estrategia Competitiva 2008/09 4.60 / 5.00 Introducción a la Estrategia Competitiva 2007/08 3.90 / 5.00

2008: Lecturer in “Strategic Management” at the Master in Business Administration, Carlos III University, Madrid.

Strategic Management 2007/08 4.20 / 5.00

2007-2008: Lecturer in “Introduction to IPR Management and Strategy” at the Master in International Business Engineering, Finmeccanica SpA, Roma, Italy (lecture taught in Italian).

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2004-2005: Lecturer in “Management of technological innovation processes” at the Master in Business Intelligence, Communication and Human Resources, CIFRA – University of Cagliari, Italy (lecture taught in Italian).

2001-2005: Lecturer in “Licensing and management of Intellectual Property Rights” at the Master in Innovation Management, St. Anna School of Advanced Studies, Pisa, Italy (lecture taught in Italian).

2002: Lecturer in “Technology Strategy” within the module “Technology Management”, at the course on “Project Workers” (Operatori di Progetto) organized by the TechnoMarche Science and Technology Park, Ascoli Piceno, Italy (lecture taught in Italian).

2001: Lecturer in “Technology licensing and management of IPRs” at the Master in Space System on Earth Observation, Istituto Superiore Universitario di Formazione Interdisciplinare (ISUFI), Lecce, Italy.

Undergraduate – As subject’s coordinator

2011: Academic coordinator of the subject “Investigación de Mercados” (Marketing Research), Bachelor Degree of Business Administration, Carlos III University, Madrid.

2007-2010: Academic coordinator of the subject “Marketing”, Bachelor Degree of Sociology, Carlos III University, Madrid.

Undergraduate – As lecturer

2006-2014: Lecturer in “Marketing Management / Marketing Methods”, Carlos III University, Madrid. Teaching evaluation:

Degree Subject Academic

Year

Evaluation GAE (Group 70) Marketing Management 2013/14 4.63 / 5.00 GAE (Group 71) Marketing Management 2013/14 4.60 / 5.00 GAE (Group 72) Marketing Management 2013/14 4.90 / 5.00 GAE (Group 73) Marketing Management 2013/14 4.40 / 5.00 GAE+D (Gr. 41) Dirección Comercial (taught in Spanish) 2012/13 4.33 / 5.00 (*) GAE+D (Gr. 42) Dirección Comercial (taught in Spanish) 2012/13 4.50 / 5.00 (*) GAE (Gr. 74) Dirección Comercial (taught in Spanish) 2012/13 4.00 / 5.00 (*) GAE (Group 70) Marketing Management 2010/11 4.75 / 5.00 GAE (Group 71) Marketing Management 2010/11 5.00 / 5.00 GAE (Group 82) Marketing Management 2010/11 5.00 / 5.00 LADE Gestión Comercial (taught in Spanish) 2009/10 4.50 / 5.00 (*)

LADE Marketing Methods 2009/10 4.57 / 5.00 (*)

LADE Marketing Methods 2008/09 4.60 / 5.00

LADE Marketing Methods 2007/08 4.27 / 5.00

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LADE Marketing Methods 2005/06 3.86 / 5.00 (*) Award for Teaching Excellence

2008-2009: Lecturer in “Essentials of Business”, Carlos III University, Madrid. Teaching evaluation:

Essentials of Business 2008/09 5.00 / 5.00 (*)

Essentials of Business 2007/08 4.72 / 5.00

2006-2009: Lecturer in “Management Methods”, Carlos III University, Madrid. Teaching evaluation:

Management Methods 2008/09 4.39 / 5.00

Management Methods 2007/08 4.32 / 5.00 (*)

Management Methods 2006/07 4.57 / 5.00 (*)

Management Methods 2005/06 4.24 / 5.00

2007-2008: Lecturer in “Economía de la Empresa” (Business Administration), Carlos III University, Madrid (lecture taught in Spanish).

Economía de la Empresa 2007/08 4.40 / 5.00

Economía de la Empresa 2006/07 4.14 / 5.00

2004-2005: Lecturer in “Economics and Management of Innovation”, University of Lecce, Italy (lecture taught in Italian).

2001-2004: Assistant Lecturer in “Economics and Management of Industrial Firms”, University of Lecce, Italy (lecture taught in Italian).

Other experiences:

2000-2001: Tutor within the LINK project “Supporting plan for the development of a local network of scientific and technological institutions – Subproject P6, Development of spin-off companies” (Piano di Potenziamento della Rete di Ricerca e di Sviluppo del Territorio – Progetto LINK, Prima Fase – Sottoprogetto P6, Ricerca e Formazione sulle Imprese Spin-off), promoted by the Sant’Anna School, Pisa, Italy.

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EDUCATION

2002: Doctoral Degree (Ph.D.) in Economics and Management of Innovation, St. Anna School of Advanced Studies, Pisa, Italy.

Title of Dissertation: “Technology Strategies in the Knowledge Economy”.

Advisors: prof. Riccardo Varaldo, prof. Alfonso Gambardella; prof. Andrea Piccaluga.

1996: Laurea Degree (B.A.) in Economics and Management (Economia e Commercio), Facoltà di Economia, Università degli Studi, Urbino, Italy

Thesis: “The Economics of Science: Management and Public Policies” (Economia della Scienza: Management e Politiche Pubbliche).

OTHER TRAINING EXPERIENCES

Aug 2001: Visiting Scholar to the Judge Institute of Management Studies, University of Cambridge (UK). Jan-Feb 2000: Visiting Student to the “Carlos III” University of Madrid (Spain).

Sep-Dec 1999: Visiting Student to the “Pompeu Fabra” University of Barcelona (Spain).

Apr 1999: Participation to the Doctoral Training Programme “ETIC - Economics of Technological and Institutional Change” – 1st session – Strasbourg (France).

Sep 1998: Participation to the Summer School “ESSID – European Summer School on Industrial Dynamics” – IMRI (Institut pour le Management de la Recherche et de l'Innovation) – Cargese (France).

Jun-Jul 1995: Participation to the courses “Introduction to Econometrics” and “Intermediate Microeconomics” – International Summer School, London School of Economics, London (UK).

AWARDS and HONORS

2014: Winner of an Award (and a related grant) for the quality of teaching activity during the period 2011-2013 at the Carlos III University.

2013: Awarded the Italian National Scientific Qualification ("Abilitazione Scientifica Nazionale") as Associate Professor in the Disciplinary Area of Management (“13/B2 – Economia e Gestione delle Imprese”).

2013: Winner of 2013 Best Reviewers Award for the European Management Journal.

2013: Winner of the Best Track-Chair Award at the X Conference of the Italian Chapter of AIS (itAIS), Milano (Italy), December 14, 2013.

2012: Winner of Best Reviewer Award, Technology and Innovation Management division, Academy of Management’s “The Informal Economy” conference, Boston (MA), August 3-7, 2012. 2011: Winner of an Award (and a related grant) for a teaching project titled “Simulation of a Market

Research Study” (Simulación de un Estudio de Mercado), within the Innovative Teaching Programme promoted by the Carlos III University.

2005: Winner of a grant by the Italian National Research Council (CNR) for the publication of a research essay (program “Promozione Ricerca 2004”).

2001: Winner of a research grant by the Italian National Research Council (CNR) on the topic “Technology strategies in the knowledge economy. Large firms and markets for technology” (program “CNR-Agenzia 2000 – Progetto Giovani Ricercatori”.

RESEARCH PROJECTS

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2005: Italian CNR (Promozione Ricerca 2004) project “Patents and the management of Intellectual Property Rights in Italian firms”

2001-2003: Italian CNR-Agenzia2000 project “Technology Strategies in the Knowledge Economy. Large Firms and Technology Markets”.

Participation in international research projects:

2011-2014: Spanish Ministry of Education (Ministerio de Educación y Ciencia) project “Estrategias de Marketing y Nuevos Productos: Impacto en el Valor de la Empresa”, co-ordinated by prof. Nora Lado Couste, Universidad Carlos III de Madrid, Madrid (Spain).

2008-2011: Regional Government of Madrid (Comunidad Autónoma de Madrid) project “Orientación Emprendedora e Innovación: Información, Flexibilidad y Mercados”, co-ordinated by prof. M. Isabel Gutiérrez Calderón, Universidad Carlos III de Madrid, Madrid (Spain).

2007-2010: Spanish Ministry of Education (Ministerio de Educación y Ciencia) project “Medición de la eficiencia de las prácticas de marketing en la creación de valor de marca y de mercado”, co-ordinated by prof. Nora Lado Couste, Universidad Carlos III de Madrid, Madrid (Spain). 2003-2006: European Commission Key Action “Improving Human Research Potential and the

Socio-Economic Knowledge Base” project “Socio-Economic change: Micro-Foundations of organizational and institutional changes in Europe”, co-ordinated by prof. W. Garcia-Fontes, Pompeu Fabra University, Barcelona, Spain.

2003-2006: European Commission, “Direct Indicators for the Commercialisation of Technology”, co-ordinated by prof. B. Clarysse, Vlerick Leuven Gent Management School, Gent, Belgium. 2001-2002: European Commission STRATA project “INCUPUB: The Role of Technology Policy in Incubating

European New Technology Based Firms”, co-ordinated by prof. Bart Clarysse, Vlerick Leuven Gent Management School/IWT, Bruxelles.

2000-2002: European Commission STRATA project “NPR-Net: New Policy Rationales for the Support of Public Research in the EU”, co-ordinated by prof. E. Steinmuller, SPRU – University of Sussex, Brighton (UK).

1999-2001: European Commission TSER project “ESSY: Sectoral Systems in Europe – Innovation, Competitiveness and Growth”, co-ordinated by prof. F. Malerba, Università Bocconi, Milano. 1998-2001: European Commission TSER project “From Science to Products. A green paper on innovation

for the chemical industry”, co-ordinated by prof. W. Garcia-Fontes, Università Pompeu Fabra, Barcelona (Spain).

Participation in Italian research projects:

2002-2004: Italian Minister of University and Research (MIUR – Ministero dell’Istruzione, dell’Università e della Ricerca) FISR project (Fondo Integrativo Speciale per la Ricerca) “Comparazione e posizionamento delle azioni di trasferimento tecnologico: Analisi di casi rappresentativi”, co-ordinated by prof. R. Cingolani, Istituto Nazionale per la Fisica della Materia (INFM), Genova. 2000-2001: Italian Minister of Scientific and Technological Research (MURST – Ministero della Ricerca

Scientifica e Tecnologica) PRIN project (Programmi di ricerca scientifica di interesse nazionale con co-finanziamento MURST) “Forme di Coordinamento e Modelli di Valutazione della Ricerca Scientifica e Tecnologica”, co-ordinated by prof. R. Varaldo, Scuola Superiore Sant’Anna, Pisa.

1998-2000: Italian Minister of Scientific and Technological Research (MURST – Ministero della Ricerca Scientifica e Tecnologica) PRIN project (Programmi di ricerca scientifica di interesse nazionale con co-finanziamento MURST) “Dinamica Industriale e Relazioni tra Imprese”, co-ordinated by prof. F. Malerba, Università Bocconi, Milano.

1997: Fondazione Giovanni Agnelli, Torino: “Tecnologia, Innovazione, Competitività dell’Italia nel contesto internazionale”, co-ordinated by prof. C. Antonelli.

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RESEARCH INTERESTS

My current research activity embraces the field of competitive strategies and aims at understanding which business models firms may implement to gain a sustainable competitive advantage. More specifically, my research analyzes how firms can exploit technological and marketing capabilities to develop new products, build an environmentally-concerned reputation, or commercialize technological knowledge. Related to this, I am also interested in the topic of intellectual property rights (IPRs): on the one hand, an effective management of IPRs’ portfolio supports firms’ competitive strategies; on the other, the capability to analyse patent-related information allows firms to better define in which technological trajectory to invest and, ultimately, which innovation strategies to pursue. A specific context in which I am used to apply such a research approach is that of high-tech start-ups (e.g. academic spin-off companies), because the integration of marketing and technological capabilities is often a critical driver of market success and growth for this category of firms. Related to the topic of IPRs, I am also interested in analysing how luxury firms employ property rights to contrast counterfeiting.

RESEARCH OUTCOMES

Overall impact of research activity:

• h-index: 16

• h-index normalized (since 2010): 9

(As computed by Publish or Perish software,1 on March 31, 2015)

Research papers currently under revision:

1. Cesaroni F., Giarratana M.S. and Martinez-Ros E., “Technological Resources and Cost Efficiency as Antecedents of Foreign Market Entry”, submitted to Long Range Planning

• Submitted on May 4, 2012;

• First response received on February 11, 2013: Revise and Resubmit;

• First revision completed and revised version submitted on August 19, 2013.

2. Di Minin A., Baglieri D., Cesaroni F. and Piccaluga A., “The Organizational Side of IP-Based New Product Development: The Case of STMicroelectronics’ Lab-on-Chip”, submitted to Creativity and Innovation Management

• Submitted on August 3, 2014;

• First response received on December 22, 2014: Revise and Resubmit.

3. Avagyan V., Cesaroni F. and Yildirim G., “Does being green pay off? The impact of green technologies on firm performance”, submitted to Technology Analysis & Strategic Management

• Submitted on November 18, 2014.

4. Cesaroni F., Duque L.C. and Piccaluga A., “Users’ influence in technology transfer processes”, submitted to Technology Analysis & Strategic Management

• Submitted on December 10, 2014. Conference Proceedings (last 5 years):

1. Baglieri D. and Cesaroni F., 2014, “Nanotech Value Creation across Networks and Clusters: Entrepreneurial Opportunities in East Asia Region”, SMS Special Conference “Startup and Restart Strategies”, Tel Aviv (Israel), March 9-11.

2. Ho H.C., Lado N., Cesaroni F. and Maydeu-Olivares A., 2013, “The Influence of High-Technology and Luxury Co-Branding Strategies on Cross-Cultural Consumer Evaluation and Purchase Intention”, presented at the 42nd European Marketing Academy (EMAC) Conference, Istanbul (TK), June 4-7.

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3. Duque L.C. and Cesaroni F., 2013, “Marketing for Innovative Organizations: Open Innovation Through the Lenses of the Service Dominant Logic”, presented at the 42nd European Marketing Academy (EMAC) Conference, Istanbul (TK), June 4-7.

4. Cesaroni F., Baglieri D. and Orsi L., 2012, “Learning from patents: An application of technology intelligence in nanotechnology”, presented at the IX Conference of the Italian Chapter of AIS, Rome (IT), September 28-29.

5. Di Minin A., Baglieri D., Cesaroni F. and Piccaluga A., 2012, “The How and Who of IP-Based New Product Development: The Case of STMicroelectronics’ Lab-on-Chip”, presented at the 2012 Academy of Management Annual Meeting, Boston (MA), August 3-7.

6. Di Minin A., Baglieri D., Cesaroni F. and Piccaluga A., 2012, “Patent-based NPD: The Case of STMicroelectronics”, presented at the 19th International Product Development Management Conference, Manchester (UK), June 17-19.

7. Cesaroni F. and Piccaluga A., 2012, “The Integration of IP Management in R&D Processes: Organizational Challenges and Practices”, presented at the “Intellectual Property Management: In Search of New Practices Strategies and Business Models” workshop, European Patent Academy, European Patent Office, Munich (DE), June 4-5.

8. Pastore A., Cesaroni F. and Cesareo L., 2012, “Counterfeit Luxury Products: Consumer Attitudes, Behavior and Cultural Influences”, poster presented at the 41th EMAC Conference “Marketing to Citizens Going beyond Customers and Consumers”, Lisbon Portugal, May 22-25.

9. Lado N., Cesaroni F., Maydeu-Olivares A. and Ho H.C., 2011, “Co-Branding Strategies Applied to High-Tech Products and Luxury Brands: A Cross-Cultural Perspective”, presented at the 2011 Academy of Marketing Science, Annual Conference, Coral Gables, Florida (USA), May 24-27.

10. Di Minin A., Baglieri D., Cesaroni F. and Piccaluga A., 2010, “Patent Information and R&D Strategies”, presented at the VII Conference of the Italian Chapter of AIS, Naples (Italy), October 8-9.

11. Di Minin A., Baglieri D., Cesaroni F. and Piccaluga A., 2010, “Patent-Based R&D Strategies: The Case of STMicroelectronics’ Lab-On-Chip”, presented at the R&D Management Conference, Manchester (UK), June 30 - Julio 2.

12. Avagyan V., Cesaroni F. and Yildirim G., 2010, “Green Products, Green Marketing and Their Impact on Firms’ Performance”, presented at the 17th International Product Development Management Conference, Murcia (Spain), June 13-15.

13. Cesaroni F., 2010, “Dangerous Pricing: Impact on Obesity and Food Waste”, discussant at the First Madrid Marketing Workshop, Madrid (Spain), April 9.

14. Cesaroni F., Giarratana M. and Martinez-Ros E., 2009, “US Market Entry by Spanish Pharmaceutical Firms”, presented at the EURAM Annual Conference, Liverpool (UK), May 11-14.

15. Cesaroni F. and Duque L.C., 2009, “S-D Logic and the Open Innovation Paradigm: Marketing for Un-embedded Technologies”, presented at the 2009 Naples Forum on Services: Service-Dominant Logic, Service Science, and Network Theory, Capri (Italy), June 16-19.

16. Baglieri D. and Cesaroni F., 2009, “Patent Information System in R&D Strategies: Tasks, Techniques and On-Line Search Tools”, presented at the VI Conference of the Italian Chapter of AIS (ITAIS), Olbia (Italy), October 2-3.

Published works:

1. Cesaroni F. and Piccaluga A., 2015, “The activities of university knowledge transfer offices: towards the third mission in Italy”, The Journal of Technology Transfer, in press, ISSN 0892-9912, DOI: 10.1007/s10961-015-9401-3.

• Impact Factor (2013): 1.305

2. Abbate T. and Cesaroni F., 2014, “Market orientation in high-tech contexts”, Proceedings of the SIM’s (Italian Marketing Society) XI Annual Conference, Modena (Italy), September 18-19, 2014. ISBN: 978-88-907662-2-0.

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3. Baglieri D., Cesaroni F. and Orsi L., 2014, “Does the Nano-patent ‘Gold Rush’ Lead to Entrepreneurial-Driven Growth? Some Policy Lessons from China and Japan”, Technovation, 34(12): 746-761. ISSN: 0166-4972. DOI: 10.1016/j.technovation.2014.07.009.

• Impact Factor (2013): 2.704

4. Appio F.P., Cesaroni F. and Di Minin A., 2014, “Visualizing the structure and bridges of the Intellectual Property Management and Strategy literature: A document co-citation analysis”, Scientometrics, 101(1): 623-661. ISSN 0138-9130.

• Impact Factor (2013): 2.274.

5. Pastore A., Cesaroni F. and Cesareo L., 2014, “Counterfeiting and Culture: Consumer Attitudes towards Counterfeit Products”, Marketing Trends (accepted for publication). ISSN 2114-8910.

6. Abbate T. and Cesaroni F., 2014, “Market orientation and academic spin-off firms”, Working Paper 14/01, Business Economic Series, INDEM – Universidad Carlos III de Madrid. ISSN: 1989-8843.

7. Cesaroni F. and Piccaluga A., 2013, “Operational challenges and ST’s proposed solutions to improve collaboration between IP and R&D in innovation processes”, California Management Review, 55(4): 143-156, ISSN: 0008-1256.

8. Baglieri D. and Cesaroni F., 2013, “Capturing the Real Value of Patent Analysis for R&D Strategies”, Technology Analysis & Strategic Management, 25(8): 971-986, ISSN: 0953-7325.

9. Cesaroni F. and Duque L.C., 2013, “Open Innovation and Service Dominant Logic: Application of Foundational Premises to High-tech Firms”, Harvard Deusto Business Research, 2(1): 17-34. ISSN: 2254-6235.

10. Baglieri D., Cesaroni F. and Orsi L., 2013, “Making a Good Start in Exploring Technology Diversity in Emerging Fields: the Case of Nanotechnology”, Academy of Management Proceedings, 2013(1): 15551. doi:10.5465/AMBPP.2013.15551abstract.

11. Cesaroni F., Baglieri D. and Orsi L., 2013, “Learning from Patents: An Application of Technology Intelligence in Nanotechnology”, in Spagnoletti P. (edit by), Organizational Change and Information Systems: Working and Living Together in New Ways, Heidelberg (DE): Springer, pp 247-255. ISBN: 978-3-642-37227-8.

12. Cesaroni F. and Baglieri D., 2012, “Navigating the Markets for Technology. How Does Patent Analysis Support Partner Selection in Nanotechnology?”, in Capaldo A. (edit by), Advances in Strategy and Organization. Selected Papers from 'Second Tuesday' Seminars, McGraw Hill: Milano. ISBN 978-88-386-7345-0.

13. Cesaroni F., Giarratana M.S. and Martínez-Ros E., 2012, “Technological capabilities and cost efficiency as antecedents of foreign market entry”, Working Paper #2012-049, UNU-MERIT Working Papers, Maastricht Economic and social Research Institute on Innovation and Technology, Maastricht (NL). ISSN: 1871-9872.

14. Cesaroni F. and Baglieri D., 2012, “Technology intelligence: New challenges from patent information”, in De Marco M., Te'eni D., Albano V. and Za S. (edit by), Information Systems: Crossroads for Organization, Management, Accounting and Engineering, Heidelberg (DE): Springer. ISBN: 978-3-7908-2788-0.

15. Avagyan V., Cesaroni F. and Yildirim G., 2011, “How Firm Value Reflects Green Intellectual Capital. The Impact of Green Technological Innovations and Green Marketing Actions on Firm Performance”, Working Paper #2011/06, UAM-Accenture Working Papers, Universidad Autonoma de Madrid. ISSN: 2172-8143.

16. Lado N., Cesaroni F., Maydeu-Olivares A. and Ho H.C., 2011, “Understanding the Role of Attitude Components in Co-Branding: An Application to High-Tech, Luxury Co-Branded Products”, Working Paper 11/01, Business Economic Series, INDEM – Universidad Carlos III de Madrid. ISSN: 1989-8843. 17. Di Minin A., Baglieri D., Cesaroni F. and Piccaluga A., 2011, “Patent-Based R&D Strategies: The Case of

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Information Technology and Innovation Trends in Organizations, Heidelberg (DE): Springer. ISBN: 978-3-7908-2631-9.

18. Baglieri D. and Cesaroni F., 2010, “Patent Information System in R&D Strategies: Tasks, Techniques and On-Line Search Tools”, in D'Atri A., De Marco M., Braccini A.M. and Cabiddu F. (edit by), Management of the Interconnected World, Heidelberg (DE): Springer. ISBN: 978-3-7908-2403-2. 19. Cesaroni F., Giarratana M.S. and Martinez-Ros E., 2010, “US market entry by Spanish pharmaceutical

firms”, Working Paper 10-11, Business Economic Series 02, Universidad Carlos III de Madrid.

20. Cesaroni F. and Duque L.C., 2010, “S-D Logic and the Open Innovation Paradigm: Marketing For Un-Embedded Technologies”, Working Paper 10-07, Business Economic Series 02, Universidad Carlos III de Madrid.

21. Cesaroni F., Gambardella A. and Mariani M., 2007, “The Evolution Of Networks In The Chemical Industry”, in Galambos L., Hikino T. and Zamagni V. (edit by), The Global Chemical Industry In The Age Of The Petrochemical Revolution, New York: Cambridge University Press. ISBN: 978-0-521-87105-1. 22. Cesaroni F. and Giuri P., 2006, “Intellectual Property Rights and Market Dynamics”, in Bianchi P. and

Labory S. (edit by), International Handbook on Industrial Policy, Cheltenham: Edward Elgar. ISBN: 978-1-84376-836-4.

23. Cesaroni F., Di Minin A. and Piccaluga A., 2006, “Marketing dell’High-tech e Marketing delle Tecnologie”, in Piccaluga A. and Rosato P., I nuovi marketing, Milano: Franco Angeli. ISBN: 978-88-464-8339-3.

24. Cesaroni F., 2005, Strategie Tecnologiche e Competitività delle Imprese. Licensing e outsourcing tecnologico, Milano: Franco Angeli. ISBN: 978-88-464-7315-8.

25. Cesaroni F., Di Minin A. and Piccaluga A., 2005, “Exploration and Exploitation Strategies in Industrial R&D”, Creativity and Innovation Management, 14(3): 222-232. ISSN: 0963-1690.

26. Cesaroni F. and Piccaluga A., 2005, “Universities and Intellectual Property Rights in Southern European Countries”, Technology Analysis & Strategic Management, 17(4): 497-518. ISSN: 0953-7325.

27. Cesaroni F., Moscara P. and Piccaluga A., 2005, “Le imprese spin-off della ricerca in Italia: Modelli di sviluppo e percorsi di crescita”, Piccola Impresa/Small Business, 1: 83-127. ISSN: 0394-7947.

28. Cesaroni F., Di Minin A. and Piccaluga A., 2005, “Marketing dell'high-tech e marketing delle tecnologie”, Mercati e Competitività, 4: 13-42. ISSN: 1826-7386.

29. Cesaroni F., 2004, “Technological Outsourcing and Product Diversification: Do markets for technology affect firms’ strategies?”, Research Policy, 33(10): 1547-1564. ISSN: 0048-7333.

30. Cesaroni F., Di Minin A. and Piccaluga A., 2004, “New Strategic Goals and Organizational Solutions in Large R&D Labs: Lessons from Centro Ricerche Fiat and Telecom Italia Lab”, R&D Management, 34(1): 45-56. ISSN: 0033-6807.

31. Cesaroni F., 2004, “Mercati della tecnologia e strategie tecnologiche. Il caso dell’industria chimica italiana”, Argomenti, 10: 39-64. ISSN: 1125-9116.

32. Cesaroni F., Gambardella A. and Garcia-Fontes W. (edit by), 2004, R&D, Innovation and Competitiveness in the European Chemical Industry, Dordrecht (DE): Kluwer Academic Publishers. ISBN: 978-1-4020-7866-8.

33. Cesaroni F., Gambardella A. and Garcia-Fontes W., 2004, “Introduction”, in Cesaroni F., Gambardella A. and Garcia-Fontes W., R&D, Innovation and Competitiveness in the European Chemical Industry, 1-21, Dordrecht (DE): Kluwer Academic Publishers. ISBN: 978-1-4020-7866-8.

34. Arduini R. and Cesaroni F., 2004, “Development and Diffusion of Environmental Technologies”, in Cesaroni F., Gambardella A. and Garcia-Fontes W., R&D, Innovation and Competitiveness in the European Chemical Industry, 205-230, Dordrecht (DE): Kluwer Academic Publishers. ISBN: 978-1-4020-7866-8.

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35. Cesaroni F., 2004, “Technological Diversification, Technology Strategies and Licensing in the Chemical Processing Industry”, in Cantwell J., Gambardella A. and Granstrand O. (edit by), The Economics and Management of Technological Diversification, London (UK): Routledge. ISBN: 978-0-415-28570-4. 36. Cesaroni F., Gambardella A., Garcia-Fontes W., and Mariani M., 2004, “The Chemical Sectoral System.

Firms, markets, institutions and the processes of knowledge creation and diffusion”, in Malerba F. (edit by), Sectoral Systems of Innovation. Concepts, Issues and Analyses of Six Major Sectors in Europe, Cambridge (UK): Cambridge University Press. ISBN: 9780521833219.

37. Cesaroni F. and Piccaluga A. (edit by), 2003, Distretti industriali e distretti tecnologici. Modelli possibili per il Mezzogiorno, Milano: Franco Angeli. ISBN: 978-88-464-4593-3.

38. Cesaroni F. and Piccaluga A., 2003, “Introduzione”, in Cesaroni F. and Piccaluga A. (edit by), 2003, Distretti industriali e distretti tecnologici. Modelli possibili per il Mezzogiorno, 11-25, Milano: Franco Angeli, ISBN: 978-88-464-4593-3.

39. Cesaroni F., Lazzeroni M., Piccaluga A. and Trio O., 2003, “Ricerca scientifica e imprese high-tech nell'area jonico-salentina”, in Cesaroni F. and Piccaluga A. (edit by), 2003, Distretti industriali e distretti tecnologici. Modelli possibili per il Mezzogiorno, 203-243, Milano: Franco Angeli, ISBN: 978-88-464-4593-3.

40. Cesaroni F., 2003, “Technology Strategies in the Knowledge Economy: The Licensing Activity of Himont”, International Journal of Innovation Management, 7(2), 223-245. ISSN: 1363-9196.

41. Cesaroni F. and Gambardella A., 2003, “Research Productivity and the Allocation of Resources in Publicly Funded Research Programmes”, in Geuna A., Salter A. and Steinmueller W.E. (edit by), Science and Innovation: Rethinking the Rationales for Funding and Governance, Cheltenham (UK): Edward Elgar. ISBN: 978-1-84376-109-9.

42. Cesaroni F., Gambardella A. and Stefanini L., 2003, “L’allocazione delle risorse per la scienza. Effetti di breve e lungo termine sulla produttività degli scienziati”, in Bonaccorsi A., Il sistema della ricerca pubblica in Italia, Milano: Franco Angeli, ISBN: 978-88-464-4896-5.

43. Balzano M., Cesaroni F. and Piccaluga A., 2003, “L’attività brevettuale degli Enti Pubblici di Ricerca in Italia ed in Europa. Rilevante? In Crescita? Utile?”, in Bonaccorsi A., Il sistema della ricerca pubblica in Italia, Milano: Franco Angeli, ISBN: 978-88-464-4896-5.

44. Cesaroni F. and Piccaluga A., 2003, “Exploration ed exploitation: Strategie di valorizzazione della ricerca pubblica”, in Bartezzaghi E., Raffa M. and Romano A., Knowledge Management e Competitività, Napoli: Edizioni Scientifiche Italiane. ISBN: 978-88-495-0736-2.

45. Cesaroni F., 2002, Technology Strategies in the Knowledge Economy, PhD Dissertation, St. Anna School of Advanced Studies, Pisa, Italy.

46. Cesaroni F. and Mariani M., 2001, “The Market for Knowledge in the Chemical Sector”, in Guilhon B. (edit by), Technology and Markets for Knowledge, Boston: Kluwer Academic Publisher. ISBN: 978-0-7923-7202-8.

47. Varaldo R., Cesaroni F., Gambardella A. and Piccaluga A., 2001, “La Complessità della New Economy: Tecnologia e Organizzazione”, in AA.VV., Processi di terziarizzazione dell’economia e nuove sfide al governo delle aziende. Atti del XXIII Convegno AIDEA Genova, 26-27 ottobre 2000, Milano: McGraw-Hill. ISBN: 978-88-386-6028-3.

48. Potì B.M., Cesaroni F. and Cioppi M., 1999, L’Interazione tra Scienza e Industria in Italia. Idee per una valutazione della politica della ricerca, Milano: Franco Angeli. ISBN: 978-88-464-0957-7.

49. Cesaroni F. and Gambardella A., 1999, “Valutazione dei Programmi Pubblici di Ricerca: le Metodologie della Nuova “Micro-Economia” della Scienza”, Quaderni di Sociologia, XLIII (20), 66-94. ISSN: 0033-4952.

50. Cesaroni F., 1999, “La Politica per la Tecnologia nella Società dell’Informazione. Il Ruolo dell’Unione Europea”, in Gambardella A. (edit by), L’impresa: Vecchie e Nuove Fonti del Vantaggio Competitivo, Torino: Giappichelli. ISBN: 88-348-9055-8.

51. Cesaroni F. and Gambardella A., 1999, “Dai ‘Contenitori’ ai ‘Contenuti’: i Parchi Scientifici e Tecnologici in Italia”, in Antonelli C. (edit by), Conoscenza Tecnologica: Nuovi Paradigmi dell’Innovazione e Specificità Italiana, Torino: Ed. Fondazione Agnelli. ISBN: 88-7860-164-0.

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OTHER ACADEMIC-RELATED ACTIVITIES

• Associate Editor for the area of Marketing of the European Management Journal (from February 2014).

• Member of the Editorial Board of the European Management Journal (from March 2012 to January 2014).

• Member of the International Scientific Committee of Management delle Utilities.

• Anonymous referee for the following journals: Research Policy, California Management Review, Industrial and Corporate Change, International Business Review, R&D Management, Technovation, European Management Review, European Management Journal, Management Research, Management Research News, International Journal of Innovation Management, Asia Pacific Management Review.

• Anonymous referee for the following conferences:

o Academy of Management’s “The Power of Words” conference, Philadelphia (PA), August 1-5, 2014;

o Academy of Management’s “The Informal Economy” conference, Boston (MA), August 3-7, 2012;

o 12th EURAM conference on “Social Innovation for Competitiveness, Organizational Performance and Human Excellence”, Rotterdam (NL), June 6-8, 2012;

o The 2011 Academy of Marketing Science Annual Conference, Coral Gables, Florida, May 2011;

o 10th International Conference “Marketing Trends”, Paris, France, January 20-22, 2011;

o Workshop on “Economic Analysis of Trade Marks and Brands”, OHIM, Alicante, Spain, June 5-6, 2008.

• Track Chair for the following conferences:

o XI Conference of the Italian Chapter of AIS (itAIS), Genoa (Italy), November 21-22, 2014;

o X Conference of the Italian Chapter of AIS (itAIS), Milano (Italy) December 14, 2013;

o IX Conference of the Italian Chapter of AIS (itAIS), Rome (Italy) September 28-29, 2012;

o VIII Conference of the Italian Chapter of AIS (itAIS), Rome (Italy) October 7-8, 2011;

o VII Conference of the Italian Chapter of AIS (itAIS), Naples, Italy, October 8-9, 2010;

o VI Conference of the Italian Chapter of AIS (itAIS), Olbia (Italy), October 2-3, 2009.

• PhD supervisor:

o Han-Chiang Ho (Carlos III University), “New Insights in Co-branding Strategy”, defended on July 26, 2013.

• Master’s thesis director:

2014: Elselien Van Puymbroeck (ESCP Europe), “Digital Advertising Strategy: What are the characteristics of the mobile advertising audience?”; Alexis Ricard (ESCP Europe), “’Generación Z’ y Marketing”; Alexandre Mahé (ESCP Europe), “How does brand image and its constitutive elements affect consumer behavior (purchase intention and satisfaction) in the automotive industry?”; Toria Maxxwel Andersen (Carlos III University), “The Challenge of Customer Acquisition: Solutions for Small and Micro Service Enterprises”; Iulia Andrea Oprea

(Carlos III University), “People’s Intention to Use Quick Response (QR) Codes”; Oskar Saez Gómez (Carlos III University), “Launch of a Cosmetics Brand in the Spanish Market”; Anne Schmidt (Carlos III University), “Issue Management through Social Media”; Lara Abarca Esperon (Carlos III University), “Marketing implications for SMEs going online”; Alberto Gómez Fernández (Carlos III University), “New Concept Test: Iberian Ham Pizza Navidul”. 2013: Thom Van Grimbergen (ESCP Europe), “Profiting from technological innovation in the

chemical industry”; Amos Shupak (ESCP Europe), “Exploring the role of disruptive innovation in the Out of Home advertising industry: A collaborative perspective on technological

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Guillermo Molina Sastre (ESCP Europe), “Can electric cars be considered as disruptive innovations? Application in the car industry”; Nadine Hauser (ESCP Europe), “A cost-benefit trade-off: Personal information disclosure online despite of privacy concerns”; Jesus Alosete Torres (Carlos III University), “Mobile applications and fashion retailers. New implementations for premium users and co-creation of value”; Kaloyan Emilov Andonov (Carlos III University), “Service Quality in Language Training: Proprietary data insights and questionnaire design for a Spanish language school”; Paloma Sofia Vacas Suarez (Carlos III University), “Importance of E-commerce in the Tourism industry”; Kimberly Brent Cacicedo O Connor (Carlos III University), “The Online Privacy Concerns of Digital Natives: A Spanish vs American Perspective”; Paula Castro Sanchez (Carlos III University), “LinkedIn´s service quality perception: An application of webqual model and importance-performance analysis”; Angel Vargas Fernández-Carnicero (Carlos III University), “The current state of social media marketing for FMCG companies. An assessment of strategic options”; Marta Lara Quintanilla

(Carlos III University), “What drives household recycling: Defining the basis for a marketing campaign”; Yago Manjón Gil (Carlos III University), “Value Generation Process in Web-Based Services: Impact Of New E-Business Models Into Consumer Behavior And Implications For Decision Makers”; Anna Maria Milaszewicz (Carlos III University), “The impact of the 2008 Economic recession in Spain on customer brand loyalty within the Alcoholic Beverage sector”;

Yvonne Gudrun Neumann (Carlos III University), “An assessment of co-branding strategies in the FMCG industry”; Elsa Margaret Obrien Lopez (Carlos III Unviersity), “A market analysis and communication plan for Loving Madrid”; Anna Parkhomenko (Carlos III University), “Marketing strategies in the luxury sector during the Great Recession in Spain”; Analena-Florine Flegel (Carlos III University), “The importance of e-commerce in Holydays rentals”;

Gregorio Suárez González (Carlos III University), “Communication plan & research of an industrial brand in the spanish automotive aftermarket”; Ángel Bárcena Soto (Carlos III University), “A market analysis and communication plan for Endesa”.

2012: Camille Dumas (ESCP Europe), “Sustainable Development and Communication in the company’s World”; Olivia Desbiens (ESCP Europe), “Is Sustainability Marketing able to improve brand image of banks today?”.

2010: Abdel Beggar (ESCP Europe), “The Luxury Automotive Industry Facing the New Environmental Imperatives”; Adriana Vásquez Zambrano (ESCP Europe), “El impacto de las políticas medio ambientales en el comportamiento de compra de los consumidores de Kiehl’s”; Ansgar Bosse

(ESCP Europe), “Online Marketing – how Internet startups apply it”; Thomas Mourait (ESCP Europe), “Co-Branding Strategy Applied to Luxury and High-Tech Brands”.

2009: Han-Chiang Ho (Carlos III University), “Co-Branding Strategy Applied to High-Tech Products and Luxury Brands”; Frederic Ligeour (ESCP Europe), “Green Car Marketing”; Hasnaa EL Bouazzaoui (ESCP Europe), “La Industria Farmacéutica: El final del marketing conocido”.

Messina, April 21, 2015