FULL PROFESSOR
Full Professor of Business Economics and Management at the Department of Economic and Management, University of Parma, where he teaches "Marketing Strategies of Agri-Food Products and Supply Chains."
Graduated in Political Science from the University of Milan, he has done research at Bocconi University's Center for Trade Studies, as well as training at IFOR, a business school specializing in retailing.
He is member of the Board of Directors of the University of Parma as an Associate's representative, he served as Coordinator of the Bachelor's Degree in Economics & Management from its establishment until 2006.
Scientific Director of the "Master in Marketing Management", developed by the University of Parma in collaboration with the Business School of the Sole 24 Ore Group (2000-2016).
He served as Pro-Rector for Personnel and Decentralized Bargaining (2007), and for Teaching and Student Services (2010), as well as Deputy Pro-Rector of the University of Parma in 2011-2013.
He was chairman of the Degree Course in Food System: Management, Sustainability and Technologies, as well as a member of the teaching board of the PhD program in Economics and Management of Innovation and Sustainability, jointly sponsored by the Universities of Parma and Ferrara.
He contributed to the founding of the Italian Marketing Society of which he was first Secretary General and, then, President (2013-2015).
Since May 2023, he has been a Representative to the National University Council of Full Professors of Area 13- Economic Sciences and Statistics and is Coordinator of Commission IV "Policies for Planning and Evaluation of University System Resources".
He is currently serving on the board of AIDEA, Italian Academy of Business Administration.
Research activity over the years has focused on distribution issues, particularly on the topics of value creation by retailers through the development of strategies to support private label and the design of innovative models of assortment management (category and consumer segment management). He has worked on user services and consumer satisfaction assessment models.
As part of the extended partnership Onfoods Project on PNRR Theme 10, he serves as Principal Investigator on research titled "Understanding determinants and factors underlying food-related consumer behavior."
He has published more than 130 scientific contributions nationally and internationally and is on the editorial board of leading Italian journals and publishing series dealing with management and marketing.
AREAS OF RESEARCH
- Distribution Marketing (Product Range Policies and Category Management, Private Label Development, Long and Short-Term Pricing Policies, Space Allocation)
- The Relationship Between the Channels and between Industry and Distribution (Commercial Contracts and Service Fees)
- Brand Strategies and Evaluation Models (National Brand and Private Labels)
- Entrepreneurial Development and Commercial Partnerships (Organizational Models and Commercial Retail Network Management)
- Organizational Models and Human Resource Management in Distribution
MAIN PUBLICATIONS
Recent contributions
- Boncompagni A., Cristini G., Zerbini C. (2024). Profiling healthy food choices: integrating psychological and behavioral dimensions for effective consumer segmentation. XXI SIM Conference "Brands and purpose in a changing era". Milan, October 17-19, 2024, IULM University.
- Boncompagni A., Cristini G., Zerbini C. (2024). Unravelling the dominant product-related marketing factors shaping the choice of healthy products: an examination through the SOR model. Synergies - Sima Conference "Management of sustainability and well-being for individuals and society". Parma, June 13-14, 2024, University of Parma.
- Cristini, G., Zerbini, C. (2023). Packaging as a Tool for Product Enhancement. Summary Manifest on Recent Literature from a Marketing Perspective. Micro & Macro Marketing, Vol. 3, pp. 559-572.
- Zerbini, C., Vergura, D.T., Luceri, B., Cristini, G. (2023). Nutritional claims and framing effect: how does the way of communication impact on the product perception? Synergy Italian Journal of Management, Vol. 41 No. 2, pp. 39-53
- Cristini G., Boncompagni A., Zerbini C. (2023). The effect of brand on the effectiveness of nutrition labels. XX SIM Annual Conference "Marketing for wellness, health and care," Florence, October 20-21, 2023.
- Zerbini C., Vergura D. T., Luceri B., Cristini G. (2022). Nutritional claims and framing effect: how does the way of communication impact on the product perception? Sinergie - Sima Conference "Boosting knowledge & trust for a sustainable business" Milan, June 30 - July 1, 2022.
- Cristini G., Zerbini C. (2021). Good for You, Good for the Planet. Barilla's sustainability strategy. Micro & Macro Marketing, Vol. 30, No. 3, pp. 649-678
- Cristini G., Zerbini C., Salvietti G. (2021). Sustainable Supply Chain Management: a review of the literature. Micro & Macro Marketing - Special Issue "Towards a sustainable economy: the marketing perspective", Vol. 30, No. 1, pp. 19-42.
- Cristini G., Zerbini C., Salvietti G. (2021). Sustainable supply chain management in the literature: a sectoral approach. Synergies - Sima. conference, Palermo, June 10-11, 2021.
- Vergura D.T., Zerbini C., Luceri B., Cristini G. (2020). Environmental sustainability and food packaging. The role of packing material in purchasing decisions. SYNERGIES, Vol. 38, No. 3, pp. 149-163.
- Vergura D.T., Zerbini C., Luceri B., Cristini G. (2020). Environmental sustainability and food packaging. The role of material in the purchasing process. Sinergie-Sima conference, Pisa, September 7-8, 2020.
- Cristini G., Cardinali M., Grandi B., (2019), The communication of short- and long-term pricing for the purpose of convenience image building in Cash & Carry, MICRO & MACRO MARKETING, 2, 285-311
- Cristini G., Zerbini C. (2018). Store Brand Purchase in the Italian Market. INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT, Vol. 13, pp. 126-136.
- Cristini G., Zerbini C., Martini E. (2018). Store Brand Equity: An Explorative Study. INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT, Vol. 13, pp. 122-134.
- Cristini G., Zerbini C., Martini E. (2018). Premium retailer brand in the perspective of supply chain actors: an exploratory analysis. MICRO & MACRO MARKETING, Vol. 3, pp. 417-436.
- Cristini G., Zerbini C. (2018). "Premium" retailer brand segmentation: consumers' evaluation of choice factors. Sinergie-Sima conference, Venice, June 14-15, 2018.
- Cristini G., Luceri B., Latusi S., Vergura D. T., Zerbini C. (2018). Palm oil: with or without? The impact of claims on consumer perception. 15th SIM National Conference, Bari, Italy, October 18-19, 2018.
- Cristini G., Zerbini C. (2017). SBs Purchase Determinants in Italian Market: A Survey of Different Retailers' Shoppers. INTERNATIONAL BUSINESS RESEARCH, Vol. 10, pp. 1-10.
- Cristini G, Laurini F. (2017), Growth factors of the store brands in the different store formats in Italy, THE INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH, 27.2, 109-125
Books
- Cristini G. (2020), Retailing to the future, Milan, Egea Editore, 243.
- Cristini G. (2013), View of the future. Stories of food excellence told by five captains of industry, Milan, Franco Angeli Editore,141.
- Lugli G., Cristini G. (2007), Category Value. Integrated marketing in FMCG, Milan, Il Sole 24 Ore Editore, 244.
- Cristini G. (2006), Sign marketing and private label, Milan, Il Sole 24 Ore Editore;198.
- Lugli G., Cristini G. (2001), Category Management. How to create value between industry and distribution, Milan, Il Sole 24 Ore Editore; 269.
- Cristini G. (1998), The Category Management, Milan, Egea Editore, 176