Giuliano Noci

Core Faculty | Full Professor

Short Profile outline

Deputy Rector for China

Giuliano Noci is full professor of Strategy and Marketing. From 2011, he is the Vice-Rector for China of Politecnico di Milano. He is currently a board member of Management Engineering Department; a board member of Polimi Graduate School of Management; a member of Board of Directors of Polimilano Educational Consulting Ltd, an entity established by Politecnico di Milano to foster post-graduate education and technological transfer projects in China.


Master of Science: Management Engineering, Politecnico di Milano.

Academic course held at SOM

Strategy & Marketing

Strategy & Marketing

Strategy & Marketing

Strategy & Marketing

Strategy & marketing

Strategy & marketing

Strategy & marketing

Strategy & marketing

Strategy & marketing

Strategy & marketing


Specializing Masters

Executive Education


Specializing masters


His research interests are focused on the analysis of the impacts generated by digital technologies on business model, marketing strategy, and marketing communication. He leads a number of research group on digital market innovation. He also founded Osservatorio Multicanalità (a research group of multichannel marketing), and PheeL (the laboratory of biomarketing).

Relevant Publications

Tangi L.| Janssen M.| Benedetti M.| Noci G. (2021), "Digital government transformation: A structural equation modelling analysis of driving and impeding factors", International Journal of Information Management, 60

Tangi L.| Benedetti M.| Gastaldi L.| Noci G.| Russo C. (2021), "Mandatory provisioning of digital public services as a feasible service delivery strategy: Evidence from Italian local governments", Government Information Quarterly, 38

Mandolfo M.| Chen S.| Noci G. (2020), "Co-creation in new product development: Which drivers of consumer participation?", International Journal of Engineering Business Management, 12

Tangi L.| Janssen M.| Benedetti M.| Noci G. (2020), "Barriers and Drivers of Digital Transformation in Public Organizations: Results from a Survey in the Netherlands", Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12219, 42-56

Bettiga D.| Bianchi A.M.| Lamberti L.| Noci G. (2020), "Consumers Emotional Responses to Functional and Hedonic Products: A Neuroscience Research", Frontiers in Psychology, 11

Noci G. , "The evolving nature of the marketing–supply chain management interface in contemporary markets", Business Process Management Journal, 25, 379-383

Bettiga Debora;Lamberti Lucio;Noci Giuliano, "Do mind and body agree? Unconscious versus conscious arousal in product attitude formation", JOURNAL OF BUSINESS RESEARCH, 75, 108-117

Grants, Awards and Honours

  • Management control expert, consulted in the Service of Internal Control, Ministry of the Interior
  • Consultant in Struttura Tecnica di Missione, Ministry of Infrastructure and Transportation

Accreditations, Rankings & Memberships