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Retailoring Your Brand Legacy
by Emanuela Prandelli
Acquiring a historic brand with the aim of relaunching does not mean distorting its history. It means creating a new storytelling that projects it into a different future around a new community of consumers to win over using every channel available
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The Legacy of Protest Movements
by Fabrizio Perretti
Whether they win or lose, activist groups can still act as triggers for new and more generalized disputes or become a model of organization and participation to fight for other causes
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American Elections: How Much They Count in International Politics
by Massimo Morelli
The foreign policy of the United States, on which the president has ample decisionmaking powers, is uninfluential over the course and in the outcome of the electoral campaign, but it can determine international relations. Even when, as in the case of Donald Trump, this is guided by disengagement and the America First principle
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The Health Emergency Has Accelerated Innovation
by Emanuele Elli
The need to limit personal contacts and the start of the school year have given a further boost to the digitization of the relationship with users, says Arrigo Giana, General Manager of ATM and Bocconi alumnus
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Looking Back to Glance Ahead
by Emanuele Elli
At the end of 2019, Alumnus Rodolfo Zambelli took over historic fashion brand Les Copains and relaunched it. Then the health emergency forced his team to restart everything shortly after having started
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In Berlin, Seeking a Different Future
by Clara del Genio
She graduated from Bocconi a year ago. Now Clara Del Genio works for Zalando, the etailer headquartered in the German metropolis
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