Archivio istituzionale della Ricerca - Bocconi
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Generative artificial intelligence: marketing’s death knell or ringing in a new era?
No full textThe paper addresses the dual narrative of opportunity and threat surrounding generative artificial intelligence (GenAI) in marketing, asking whether this rapidly advancing technology will undermine or revitalize the discipline. The authors note that GenAI has already demonstrated strong performance across tasks like copywriting, design, and content creation, with marketers reporting a 59% increase in daily usage within six months, now accounting for over 11% of activities. Yet, this progress is accompanied by widespread anxiety, fueled by media speculation that GenAI could shrink marketing departments, eliminate jobs, reduce budgets, and even prompt universities to curtail marketing programs. Drawing on the historical example of marketing’s effort to prove its financial relevance by integrating concepts such as cash flows, cumulative abnormal returns, and the Fama-French model into its scholarship, the authors argue that the field must once again redefine its boundaries to avoid Levitt’s classic “marketing myopia.” Rather than confining itself to communications or superficial adoption of AI, marketing must embrace a broader mandate: to educate itself deeply on GenAI and to educate others about marketing’s continued relevance. Educating ourselves entails moving beyond the role of mere end-users of computer science outputs to actively engaging with AI research, understanding its biases, optimization challenges, and model design, and leveraging marketing’s expertise in consumer behavior and survey methods to influence GenAI’s development. Educating others requires countering the persistent perception that marketing is only about persuasion or advertising by highlighting the discipline’s role in addressing societal challenges such as sustainability, climate change, and wellbeing, and by demonstrating how it can shape, not just adopt, emerging technologies. The authors conclude that while marketing’s decline has often been predicted, the field has endured by adapting to disruption, and GenAI should be viewed not as a death knell but as an inflection point: a chance to expand the scope of marketing scholarship, modernize practices, and reaffirm the discipline’s relevance to business and society. In this view, GenAI is not an existential threat but a clarion call for marketing scholars to take a leadership role in shaping the future of both the technology and the discipline itself
Comiso sin condena previa en el ordenamiento italiano: naturaleza jurídica y estatuto de garantía
No full textEn el ordenamiento jurídico italiano existe una forma de comiso de ganancias ilícitas sin condena previa. Comúnmente conocida como confisca di prevenzione, esta medida fue introducida por el legislador en 1985, y actualmente está regulada en los artículos 16 y siguientes del Decreto Legislativo N° 159, de 6 de septiembre de 2011 (Código Antimafia). Esta forma de comiso, que se aplica fuera del proceso penal, afecta a bienes que se presume provienen de un delito, los cuales parecen excesivos e injustificados en atención a los ingresos declarados o actividad económica de la persona afectada, bajo el supuesto de que tales bienes son de origen ilícito. Aunque formalmente ha sido ubicada entre las medidas de prevención, resulta controvertido cuál sea su verdadera naturaleza jurídica, así como el estatuto de garantías aplicable. El presente trabajo plantea que el comiso sin condena previa previsto en el ordenamiento jurídico italiano, al igual que cualquier otro supuesto de comiso de ganancias ilícitas, constituye una medida de carácter no-punitivo, que simplemente busca retirar del control de una persona bienes que ella no tiene derecho a poseer, ya que fueron adquiridos de manera ilícita. Al no ser una pena, no resulta necesario aplicar los principios y garantías que rigen la materia penal, sino que, por el contrario, se deben aplicar las disposiciones constitucionales y convencionales que reconocen y protegen el derecho de propiedad. Estas consideraciones también son aplicables a la reciente figura de comiso sin condena previa en Chile, introducida por la Ley N° 21.577, que busca privar a las personas de los beneficios económicos obtenidos.
The Italian law has provided for non-conviction-based confiscation since 1982. Commonly known as “confisca di prevenzione”, it is currently governed by Articles 16 et seq of the Legislative Decree N° 159/2011 (the so-called Italian “Anti-Mafia Code”). This measure is not part of a criminal case. It enables courts to confiscate property when its value is disproportionate to the lawful income of the owner and unjustified, based on the assumption that the property is of illicit origin. While formally qualified by the Italian legislator as a preventive measure, there is controversy surrounding the true legal nature of this form of forfeiture, as well as the constitutional and conventional guarantees applicable to it. This paper argues that the Italian non-conviction-based confiscation, along with other forms of forfeiture of illicit gains, is a non-punitive measure that simply removes from wrongdoers property they have no right to retain, in as far as such property was obtained illegally. Since it does not serve as a punishment, there is no need to enforce the principles and guarantees that govern criminal matters. Instead, the constitutional and conventional rules on the right to property should be applied
AI speech as the new frontier of American constitutional exceptionalism
No full textThis article examines how emerging forms of AI-generated speech are reshaping the landscape of free expression in the United States and how this phenomenon reflects a distinctively American mode of constitutional exceptionalism
Rousseau, Shklar, e l'individuo sofferente
No full textShklar dedicò a Rousseau diversi anni di studio, e contribuì alla
letteratura su di lui con un lavoro interpretativo di grande erudizione
e di grande influenza. In questo saggio presenterò i tratti fondamentali
dell’interpretazione shklariana di Rousseau e suggerirò che la nozione
di individuo sofferente di quest’ultimo, e la sua psicologia morale, furono
fondamentali anche per la formulazione originale del liberalismo
che Shklar offrirà nelle sue ultime opere. Di più: leggerò il liberalismo
di Shklar come una risposta alla sfida posta da Rousseau ad alcuni
principi liberali. Shklar introduce nel suo liberalismo molte istanze
rousseauviane, e l’attenzione di Rousseau alla dimensione psicologica
della politica, pur preferendo all’indole utopistica di quest’ultimo la
solidità e l’affidabilità di istituzioni liberal
Chasing environmental sustainability in healthcare organizations: insights from the Italian experience
No full textBackground: Environmental sustainability is an increasingly critical priority for healthcare systems due to their substantial environmental impact and vulnerability to climate-related challenges. Yet, its integration within healthcare organizations remains inconsistent and poorly documented. This study investigates the level of awareness, the degree of implementation, and the extent of operationalization of environmental sustainability activities in healthcare organizations. It also identifies the main barriers and drivers influencing this process.
Methods: A semi-structured survey was developed based on Rogers’ Diffusion of Innovations framework and the NHS England Green Plan model. It was administered to Italian healthcare organizations affiliated with the Italian Federation of Healthcare and Hospital Organizations. The survey was complemented by a desk analysis of strategic documents. The lack of explicit national policy on environmental sustainability in healthcare offered a neutral context to examine organizational approaches, motivations, and challenges in the absence of centralized guidance.
Results: The survey achieved a 23% response rate, with 39 organizations from 14 regions participating. A high level of awareness among healthcare leadership was observed, with 97% of respondents reporting that environmental sustainability was recognized as a strategic concern. However, only 41% of organizations had formalized sustainability commitments in strategic documents. Despite this, 90% reported having undertaken at least one concrete action, indicating that operational engagement often precedes formal strategic planning. The analysis also revealed a positive association between the number of sustainability domains addressed and the number of actions implemented, suggesting that broader engagement supports more structured implementation.
Conclusions: The findings suggest that organizations do not necessarily follow a linear or formalized pathway in adopting environmental sustainability practices. Instead, implementation often emerges from pragmatic and context-driven processes, even in the absence of strategic codification. This behavior reflects both the adaptability and the limitations of decentralized action, with risks of fragmentation and uneven progress. A national strategy—supported by standardized indicators, reporting systems, and financial incentives—could strengthen alignment, enhance scalability, and support healthcare organizations in embedding sustainability more systematically, while preserving flexibility for local innovation
An analysis of stakeholder engagement : communicating sustainability through account-based marketing
No full textCommunicating sustainability initiatives effectively is a way to inspire transparency, trust, and credibility among stakeholders. This is a well-documented fact. Traditional tools, such as reports and events, often fail to capture stakeholders’ attention. This paper examines new communication techniques for marketing sustainability, focusing on how Account-Based Marketing (ABM) can enhance stakeholder engagement with sustainability initiatives. Based on a four-month experiment involving one core company and 23 managers from its five main stakeholders, our study reveals that ABM can significantly improve information completeness, communication effectiveness, and stakeholder awareness about sustainability. Nevertheless, our findings also highlight several challenges, including the need to adapt communication strategies to account for gender differences and audiences with less experience. Moreover, ABM works best in building solid relationships by supplementing sustainability messages with both effective communication and involvement in other initiatives, such as resilience-based projects
Planned obsolescence and smartphone replacement: Empirical evidence on the Italian market
No full textIn an era of rapid technological change, planned obsolescence has significantly shaped consumer behaviour, especially in the smartphone industry. This study examines how material, functional, psychological, and economic obsolescence affect smartphone lifespans, using original survey data from Italian consumers. While material remains relevant, its influence diminishes in newer smartphone generations, where software-related limitations and repairability gain prominence. Functional obsolescence is positively associated with device longevity, as many users tolerate performance issues, particularly those with high technological engagement. By contrast, psychological and economic obsolescence remain strong drivers of early replacement. Consumer attitudes interact with different types of obsolescence: users with higher technological engagement are more tolerant of material and functional decline, while pro-repair consumers are less likely to replace devices due to material wear. Furthermore, there is a shift in replacement behaviour over time: for older smartphones, being second-hand significantly shortens lifespan, whereas for newer devices, user behaviour, brand perceptions, and repair attitudes play a more influential role-highlighting a growing consumer awareness around sustainability and functionality. These findings provide insights for both policymakers and manufacturers, highlighting the need for sustainable business practices and robust regulatory frameworks to counteract planned obsolescence and promote longer-lasting products in an environmentally conscious market
