Karin Maria Laura ZaghiView profile
Associate Professor
Karin Maria Laura Zaghi is an Associate Professor of Practice in Channel and Retail at the SDA Bocconi School of Management , part of Bocconi University . She also serves as a Marketing lecturer at Bocconi University. Since 1994, she has collaborated with SDA Bocconi, leading the Category Channel & Retail department and coordinating Executive Open Market programs in Trade Marketing, Category Management, Visual Merchandising, and Store Management. Her expertise spans fashion, automotive, electronics, and grocery sectors, with a focus on consultancy and training for large companies and public entities. Education: Degree from Bocconi University. Research Interests: Retailing, visual merchandising, sustainable category management, and trade marketing. Her work emphasizes in-store brand equity, customer experience, and the integration of digital communication with sustainability practices. Key themes include crisis impact on brand equity, multisensory retail experiences, and omnichannel strategies. Publications: Authored books such as Visual Merchandising and In-Store Brand Equity (2025), In-store brand equity (2024), and academic articles in journals like Micro&Macro Marketing and Economia&Management . Her 2023 article, L’in-store brand equity al tempo delle crisi , explores brand equity dynamics during economic crises. Consultancy & Training: Provides managerial consulting on retail strategies, collaborating with major firms. Designs executive programs focusing on retail design, in-store marketing, and trade analysis. Labs/Teams: Leads retail strategy initiatives at SDA Bocconi, integrating academic research with industry practices.









