Gianluca MARCHI

Gianluca Marchi is a Full Professor at the Department of Economics 'Marco Biagi' of the University of Modena and Reggio Emilia (UNIMORE). His research focuses on innovation management, university-industry collaboration, academic spin-offs, and strategic marketing in the automotive sector. He actively contributes to the Modena Automotive Smart Area (MASA) initiative, exploring scalable living lab models for regional development.

His teaching includes courses on Marketing and Technology, BtoB Digital Marketing, Strategy and Innovation, and Automotive Industry Dynamics. He holds office at the Foro Boario campus and serves as Deputy Rector, overseeing institutional academic governance.

Research interests span strategic innovation ecosystems, technology transfer mechanisms, and the role of universities in fostering regional competitiveness. Recent work examines dominant design formation in automotive technologies, cryptocurrency hedging in European markets, and team dynamics in academic spin-off success.

Publications highlight interdisciplinary approaches, combining management science with technological innovation analysis. Key themes include living lab frameworks, cross-sector partnerships, and entrepreneurial growth strategies within academic contexts.