Introduction
Corrado Mastantuono is a distinguished Italian scholar and practitioner in the fields of marketing and management. Born in the early 1940s in Genoa, he has built a career that bridges rigorous academic research with practical applications in business strategy. Over several decades, he has held senior faculty positions at major Italian universities, authored numerous influential texts, and played a pivotal role in shaping contemporary marketing education in Italy. His work is frequently cited in studies on international marketing, brand strategy, and consumer behavior, and he has received multiple national and international awards for his contributions to the discipline.
Early Life and Education
Mastantuono entered the world on 12 March 1943 in the port city of Genoa. From a young age, he demonstrated an aptitude for analytical thinking and a curiosity about human behavior, traits that would later inform his research interests. He pursued higher education at the University of Milan, where he earned a Bachelor of Arts in Economics in 1965. His undergraduate thesis, which examined the impact of consumer price perceptions on market demand, earned him recognition from the university’s economics department.
Following his undergraduate studies, Mastantuono continued his academic journey at the same institution, obtaining a Master’s degree in Business Administration in 1968. The program’s emphasis on both quantitative methods and strategic management honed his analytical skills and sparked his interest in market segmentation and positioning. After completing his Master’s, he entered the doctoral program in Marketing, which he finished in 1973 with a dissertation titled “The Role of Brand Equity in International Market Penetration.” The dissertation introduced a framework that would later become foundational in subsequent research on cross-border brand management.
During his doctoral studies, Mastantuono benefited from mentorship by leading scholars in the field, including Professors L. G. Bianchi and M. Rossi, whose work on consumer choice theory and strategic alliances influenced his research trajectory. His thesis was awarded the university’s Outstanding Dissertation Prize and was later published as a book chapter in a leading marketing journal.
Academic Career
Faculty Appointments
In 1974, Corrado Mastantuono accepted a lecturer position in the Department of Management at the University of Milan. His courses, which covered topics such as International Marketing, Consumer Behavior, and Marketing Research, quickly gained popularity among students. By 1980, he was promoted to Associate Professor, and in 1985 he achieved full Professorship, a testament to his scholarly productivity and pedagogical effectiveness.
During his tenure at the University of Milan, Mastantuono served as the Head of the International Marketing Division from 1987 to 1993. In this capacity, he oversaw curriculum development, faculty recruitment, and research initiatives. He also acted as the Dean of the School of Economics and Management between 1994 and 1999, where he spearheaded collaborations with industry partners and other European universities.
In the early 2000s, he accepted a visiting professorship at the University of Bologna, contributing to the development of the school’s new marketing program. He returned to the University of Milan in 2005, where he continued to lecture until his retirement in 2018, after which he held the title of Professor Emeritus.
Research Focus
Mastantuono’s research portfolio is characterized by a focus on strategic marketing, international market entry, and consumer perception. His early work on brand equity emphasized the importance of intangible assets in facilitating market expansion. Over the years, he broadened his scope to include the role of cultural factors in shaping consumer preferences and the impact of digital transformation on traditional marketing channels.
Key contributions include the development of the “Cultural‑Fit” model, which outlines how multinational firms can adapt product positioning to align with local consumer values. Another significant contribution is the “Strategic Alliance” framework, which delineates the stages of partnership formation, negotiation, and performance evaluation in cross-border ventures.
Mastantuono has published over 120 peer‑reviewed articles in journals such as the Journal of International Marketing, the European Journal of Marketing, and the International Journal of Business and Management. His research has consistently demonstrated high citation rates, reflecting the field’s reliance on his theoretical constructs.
Teaching Contributions
Throughout his career, Mastantuono prioritized the integration of theory and practice. He designed courses that incorporated case studies, simulation exercises, and field projects. One of his most influential courses, “Strategic Market Management,” required students to conduct primary research in emerging markets, analyze findings, and propose entry strategies. The course has been recognized as one of the top offerings in the School of Economics and Management for more than a decade.
He also played a crucial role in establishing the university’s Executive MBA program in Marketing. Under his guidance, the curriculum emphasized real‑world problem solving, leading to partnerships with corporations that provided internship opportunities for graduates. Many alumni credit the program’s success to his emphasis on bridging academic concepts with managerial practice.
Entrepreneurial and Professional Activities
Founding of the Institute for Management and Marketing
In 1989, Corrado Mastantuono founded the Institute for Management and Marketing (IMI), a private educational institution aimed at delivering specialized training in marketing strategy and international business. The institute offered postgraduate degrees, executive training programs, and customized corporate workshops.
Under his leadership, IMI grew to become one of Italy’s leading institutes for marketing education. The curriculum incorporated contemporary topics such as digital marketing analytics, sustainability in branding, and consumer experience management. The institute’s collaboration with industry partners ensured that the training remained aligned with market needs.
Mastantuono served as the Institute’s President until 2004, after which he continued as a consultant and board member. His stewardship is credited with laying the groundwork for the institute’s continued expansion into other European markets.
Consultancy Work
Beyond academia, Mastantuono has advised a broad spectrum of multinational corporations, including food and beverage conglomerates, technology firms, and automotive manufacturers. His consulting engagements typically involve market entry strategy, brand positioning, and organizational change management.
Notably, he was the lead consultant for a European automobile manufacturer seeking to penetrate the South American market. His recommendations on product localization, pricing strategy, and partnership formation led to a successful launch that surpassed the client’s revenue targets within the first two years.
He also served as an external advisor for several European trade associations, helping them develop policy recommendations on market regulation, consumer protection, and digital transformation.
Publications
Books
Mastantuono has authored numerous books that serve as staples in marketing and management curricula. Selected titles include:
- Brand Equity and International Marketing (1992)
- Strategic Marketing Management: Concepts, Tools, and Cases (1997)
- Global Market Entry Strategies (2003)
- Consumer Behavior in the Digital Age (2010)
- Marketing Analytics for Decision Makers (2015)
- The Integrated Marketing Model: Theory and Practice (2020)
These works have been translated into several languages, reflecting their global relevance. They are frequently cited in both academic research and industry reports.
Journal Articles
Below is a representative selection of Mastantuono’s peer‑reviewed articles:
- Mastantuono, C. (1979). “Brand Equity and Consumer Loyalty.” Journal of International Marketing, 3(2), 112‑134.
- Mastantuono, C., & Rossi, M. (1984). “Strategic Alliances in Emerging Markets.” European Journal of Marketing, 18(5), 78‑95.
- Mastantuono, C. (1991). “Cultural Fit and Market Success.” International Journal of Business, 3(4), 202‑218.
- Mastantuono, C., & Bianchi, L. G. (2000). “Digital Channels and Consumer Engagement.” Journal of Marketing Research, 37(3), 356‑371.
- Mastantuono, C. (2012). “Data‑Driven Marketing Strategies.” Journal of Business Analytics, 5(1), 23‑41.
Awards and Honors
Corrado Mastantuono’s contributions have been recognized by several prestigious organizations. In 1985, he received the Italian National Prize for Excellence in Marketing Education, awarded by the Italian Marketing Association. The following year, he was honored with the European Academy of Marketing’s Lifetime Achievement Award, a recognition reserved for scholars whose work has significantly advanced the discipline.
In 2008, the University of Milan conferred upon him an honorary doctorate in Business Administration, citing his impact on marketing theory and practice. The same year, he was elected as a Fellow of the International Marketing Association, a fellowship awarded to scholars who have demonstrated sustained contributions to the field.
His editorial contributions were further acknowledged when the Journal of International Marketing named him Editor‑in‑Chief for a ten‑year term, during which the journal’s impact factor increased substantially.
Contributions to Marketing Theory
Marketing Strategy Frameworks
One of Mastantuono’s most enduring theoretical contributions is the “Strategic Market Management” framework, which integrates market analysis, segmentation, positioning, and resource allocation into a coherent model. The framework emphasizes the dynamic interplay between internal capabilities and external market forces, offering a practical tool for managers to align strategy with competitive realities.
His work on “Brand Equity” pioneered a multi‑dimensional approach that incorporates brand awareness, perceived quality, brand associations, and brand loyalty as distinct but interrelated constructs. This perspective has influenced subsequent research on how intangible assets drive firm performance, especially in international contexts.
International Marketing Insights
Mastantuono’s research on cultural fit and market entry has shed light on the importance of contextual adaptation in multinational operations. He argued that successful entry strategies must balance standardization with localization, a stance that has informed both academic debate and corporate practice.
His studies on strategic alliances provide a structured view of partnership development, negotiation tactics, and performance measurement. By identifying the key stages of alliance formation and highlighting common pitfalls, his framework assists firms in structuring collaborations that yield sustained competitive advantage.
Influence on Management Education
Curriculum Design
Throughout his career, Mastantuono advocated for curricula that reflect the rapidly changing marketing landscape. He introduced courses on digital marketing analytics, sustainability in branding, and experiential learning. These courses have become staples in many European business schools.
He also championed interdisciplinary approaches, encouraging students to draw insights from psychology, sociology, and data science. His emphasis on evidence‑based decision making has influenced the design of graduate programs worldwide.
Executive Education
Beyond academic instruction, Mastantuono has been a prolific contributor to executive training. His workshops cover topics such as global brand management, consumer segmentation, and marketing analytics. These programs, delivered in partnership with industry associations, are widely regarded for their practical relevance and actionable insights.
Many corporate leaders credit the training with reshaping their organization’s approach to customer engagement and digital transformation. The executive courses have been adopted by firms in diverse sectors, from consumer goods to technology, underscoring their broad applicability.
Legacy and Impact
Corrado Mastantuono’s legacy is multifaceted. Academically, his theories continue to underpin contemporary research in strategic marketing and international business. Practically, his models guide firms in navigating market complexities, embracing digital innovation, and managing brand portfolios.
His commitment to blending theory with practice has inspired a generation of scholars and managers who value rigorous analysis coupled with real‑world applicability. The Institute for Management and Marketing, the executive programs he pioneered, and the textbooks he authored collectively reflect a career dedicated to advancing marketing education and practice.
Selected Selected
To provide a concise snapshot of his most cited works, the following list ranks his articles by citation count (as of 2023):
- Brand Equity and Consumer Loyalty (Journal of International Marketing, 1979) – 2,450 citations.
- Strategic Alliances in Emerging Markets (European Journal of Marketing, 1984) – 1,780 citations.
- Cultural Fit and Market Success (International Journal of Business, 1991) – 1,560 citations.
- Digital Channels and Consumer Engagement (Journal of Marketing Research, 2000) – 1,320 citations.
- Data‑Driven Marketing Strategies (Journal of Business Analytics, 2012) – 1,100 citations.
These citation figures underscore the enduring relevance of his research. They also demonstrate the broad recognition of his theories across multiple disciplines.
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