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Simone Guercini

Full professor

University of Florence

Italy

Research Interests

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Professors in Italy Professors in Environmental Sustainability Environmental Sustainability professors in Italy

About

Simone Guercini is a Full Professor at the University of Florence, Italy. His research areas include marketing automation, decision-making heuristics, sustainability communication in digital environments, and the internationalization of luxury SMEs. His recent articles explore topics such as gamification in marketing, brand associations in art museums, and the role of foreignness in international markets.

Articles (22)

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2026

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2021

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2020

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2020

Collaborators (12)

Jesus Lopez-Fidalgo

Catedrático de Universidad

Universidad de Navarra

SPAIN

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Christopher Medlin

University of Adelaide

AUSTRALIA

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Patricia SanMiguel

Associate Professor of Digital Marketing

Universidad de Navarra ISEM Fashion Business School

SPAIN

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Jose A. Alfaro-Tanco

Aggregate Professor

Universidad de Navarra

SPAIN

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Konstantinos Katsikopoulos

Professor

University of Southampton

UNITED KINGDOM

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Andrea Runfola

University of Perugia

ITALY

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Susan Freeman

University of South Australia

AUSTRALIA

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Andrea SESTINO

Lecturer in "Basics of Marketing", "Advanced Marketing", "Digital Marketing", "New Technologies" (26/27 - 25/26 - 24/25)

Libera Università Internazionale degli Studi Sociali Guido Carli

ITALY

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Pedro Mir-Bernal

Director Académico |Profesor de Marketing

Universidad de Navarra ISEM Fashion Business School

SPAIN

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Silvia Ranfagni

University of Florence

ITALY

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Christian Lechner

LUISS University

ITALY

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Teresa Sadaba

Universidad de Navarra

SPAIN

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Simone Guercini

Research Interests

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About

Articles (22)

The invisible power of technologies in luxury and role of consumers’ individual differences: The Paradox of Technological Sophistication

Stitching sustainable change: unveiling pathways in fashion activist entrepreneurship

E-commerce, physical stores and new technologies in the evolution of fashion retail business models

Identifying New Roles and Actors in Action Research Management Studies in Specific Support Infrastructures

Heuristics and simple rules: approaches and implications for management

Prescribing in healthcare: behavioral factors and management levers

Renewable Energy and Environmental Sustainability as Lever for Textile Companies’ Sustainable Marketing Activities: Insights from a Case Study

Borrowing in competence attrition as adaptive bias

To Tell or Not to Tell? On the Under Communicating of Sustainability in Digital Environments

Not solely influencers in the communication plan: a comparative study in the fashion field

Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?

Simon’s scissors: meta-heuristics for decision-makers

Marketing automation and the scope of marketers' heuristics

How international marketers make decisions: exploring approaches to learning and using heuristics

An online research approach for a dual perspective analysis of brand associations in art museums

Scope of heuristics and digitalization: the case of marketing automation

How innovation nurtures well-being in enthusiast communities

Sustainability in fashion and luxury marketing: Results, paradoxes and potentialities

Let’s play! Gamification as a marketing tool to deliver a digital luxury experience

Heuristics in decision-making by exporting textiles SMEs

A radical constructivist approach to boundaries in business network research

Passion driving entrepreneurship and lifestyle migration: insights from the lutherie of Cremona

Collaborators (12)

Jesus Lopez-Fidalgo

Christopher Medlin

Patricia SanMiguel

Jose A. Alfaro-Tanco

Konstantinos Katsikopoulos

Andrea Runfola

Susan Freeman

Andrea SESTINO

Pedro Mir-Bernal

Silvia Ranfagni

Christian Lechner

Teresa Sadaba

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