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Professor Luigi De Luca
- Available for postgraduate supervision
Teams and roles for Luigi De Luca
Chair
Overview
Luigi M. De Luca (Ph.D., Bocconi University) is Professor of Marketing and Innovation at Cardiff Business School, Cardiff University, which he joined in 2009. Luigi served as the School’s Pro-Dean for Doctoral Studies from 2018 to 2023.
As of January 1, 2025, Luigi is co-Editor-in-Chief of the Journal of Product Innovation Management.
Luigi’s research, teaching and executive education focus on the strategic and organizational antecedents, consequences, and contingencies of digital transformation. More recently, the links among digital technologies, innovation, and public value.
His work has been published in highly ranked academic journals in marketing and innovation, including the Journal of Product Innovation Management, Journal of Marketing, Journal of the Academy of Marketing Science, Research Policy, Journal of Service Research, British Journal of Management, Industrial Marketing Management, and Journal of Business Research, among others.
Luigi volunteers as Board Member of the Product Development and Management Association (PDMA), Trustee for the children disability charity Gympanzees based in Bristol, and Vice-Chair of Governors at St Peter's RC Primary School (Cardiff)
Publication
2025
- Ludwig, S. et al., 2025. Communication design logics and innovation management. Journal of Product Innovation Management 42 (5), pp.850-873. (10.1111/jpim.12769)
2024
- Scedrova, A. , Morgan, R. E. and De Luca, L. M. 2024. Decomposing profile-to-role configurations in R&D-Focused entrepreneurial teams. European Management Journal 42 (5), pp.813-823. (10.1016/j.emj.2023.04.009)
- Spanjol, J. et al., 2024. Fueling innovation management research: Future directions and five forward‐looking paths. Journal of Product Innovation Management 41 (5), pp.893-948. (10.1111/jpim.12754)
- Kacar, M. and De Luca, L. 2024. Digital inclusion for a good digital society: Leveraging the benefits and mitigating the dark side. Project Report.[Online].London: The British Academy. Available at: https://www.thebritishacademy.ac.uk/publications/digital-inclusion-good-digital-society-leveraging-benefits-mitigating-dark-side/.
2023
- De Angelis, R. , Morgan, R. and De Luca, L. M. 2023. Open strategy and dynamic capabilities: a framework for circular economy business models research. Business Strategy and the Environment 32 (7), pp.4861-4873. (10.1002/bse.3397)
- De Luca, L. et al. 2023. Digital transformation in the making: Lessons from a large energy company. In: Noble, C. and Bstieler, L. eds. The PDMA Handbook of Innovation and New Product Development, 4th Edition. Wiley. , pp.387-406.
- Oufan, S. et al. 2023. Realising value from big data technology adoption: Understanding the role of organisational capabilities in the Affordance actualization process. Presented at: International Conference on Information Systems 2023 Hyderabad, India 10-13 December 2023. Rising like a Phoenix: Emerging from the Pandemic and Reshaping Human Endeavors with Digital Technologies: ICIS 2023. Vol. 14.Association of Information Systems.
2021
- Husairi, M. A. , Morgan, R. E. and De Luca, L. M. 2021. Market entry timing: the impact of complementary capabilities on strategic outcomes. Journal of Business Research 132 , pp.45-55. (10.1016/j.jbusres.2021.04.004)
- De Luca, L. M. et al. 2021. How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science 49 , pp.790-810. (10.1007/s11747-020-00739-x)
2019
- Appio, F. P. et al., 2019. Patent portfolio diversity and firm profitability: a question of specialization or diversification?. Journal of Business Research 101 , pp.255-267. (10.1016/j.jbusres.2019.04.020)
2018
- Herhausen, D. , De Luca, L. and Weibel, M. 2018. The interplay between employee and firm customer orientation: substitution effect and the contingency role of performance-related rewards. British Journal of Management 29 (3), pp.534-553. (10.1111/1467-8551.12230)
- Akinwolemiwa, O. H. et al. 2018. Building community-driven vertical greening systems for people living on less than £1 a day: a case study in Nigeria. Building and Environment 131 , pp.277-287. (10.1016/j.buildenv.2018.01.022)
2017
- Herhausen, D. et al., 2017. When does customer-oriented leadership pay off? An investigation of frontstage and backstage service teams. Journal of Service Research 20 (4), pp.409-425. (10.1177/1094670517714059)
- Troilo, G. , De Luca, L. and Guenzi, P. 2017. Linking data-rich environments with service innovation in incumbent firms: a conceptual framework and research propositions. Journal of Product Innovation Management 34 (5), pp.617-639. (10.1111/jpim.12395)
2016
- Sok, K. M. , Sok, P. and De Luca, L. M. 2016. The effect of ‘can do’ and ‘reason to’ motivations on service–sales ambidexterity. Industrial Marketing Management 55 , pp.144-155. (10.1016/j.indmarman.2015.09.001)
- Guenzi, P. , De Luca, L. and Spiro, R. 2016. The combined effect of customer perceptions about a salesperson's adaptive selling and selling orientation on customer trust in the salesperson: a contingency perspective. Journal of Business & Industrial Marketing 31 (4), pp.553-564. (10.1108/JBIM-02-2015-0037)
2015
- Saeed, S. et al., 2015. Inside-out and outside-in orientations: A meta-analysis of orientation's effects on innovation and firm performance. Industrial Marketing Management 47 , pp.121-133. (10.1016/j.indmarman.2015.02.037)
2014
- Troilo, G. , De Luca, L. M. and Atuahene-Gima, K. 2014. More innovation with less? A strategic contingency view of slack resources, information search, and radical innovation. Journal of Product Innovation Management 31 (2), pp.259-277. (10.1111/jpim.12094)
2013
- Troilo, G. , Guenzi, P. and De Luca, L. M. 2013. L'integrazione fra marketing e vendite: barriere, meccanismi operativi e risultati. Economia & Management: la rivista della Scuola di Direzione Aziendale dell'Università L. Bocconi 2013 (2), pp.89-110.
2011
- De Luca, L. M. , Guenzi, P. and Troilo, G. 2011. Organizational drivers of salespeople's customer orientation and selling orientation. Journal of Personal Selling and Sales Management 31 (3), pp.269-286.
2010
- Cillo, P. , De Luca, L. M. and Troilo, G. 2010. Market information approaches, product innovativeness, and firm performance: an empirical study in the fashion industry. Research Policy 39 (9), pp.1242-1252. (10.1016/j.respol.2010.06.004)
- De Luca, L. M. , Verona, G. and Vicari, S. 2010. Market orientation and R&D effectiveness in high-technology firms: an empirical investigation in the biotechnology industry. Journal of Product Innovation Management 27 (3), pp.299-320. (10.1111/j.1540-5885.2010.00718.x)
2009
- Troilo, G. , De Luca, L. M. and Guenzi, P. 2009. Dispersion of influence between marketing and sales: its effects on superior customer value and market performance. Industrial Marketing Management 38 (8), pp.872-882. (10.1016/j.indmarman.2009.06.009)
2008
- Atuahene-Gima, K. and De Luca, L. M. 2008. Marketing's lateral influence strategies and new product team comprehension in high-tech companies: a cross-national investigation. Industrial Marketing Management 37 (6), pp.664-676. (10.1016/j.indmarman.2008.04.010)
2007
- De Luca, L. M. and Atuahene-Gima, K. 2007. Market knowledge dimensions and cross-functional collaboration: Examining the different routes to product innovation performance. Journal of Marketing 71 (1), pp.95-112.
2006
- Atuahene-Gima, K. , Li, H. Y. and De Luca, L. M. 2006. The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management 35 (3), pp.359-372. (10.1016/j.indmarman.2005.05.017)
2005
- Cillo, P. et al., 2005. Orientamento al Mercato e Innovazione nei Settori Creativi. Una Ricerca nel Settore della Moda. Finanza, Marketing e Produzione 23 (1), pp.23-45.
Articles
- Ludwig, S. et al., 2025. Communication design logics and innovation management. Journal of Product Innovation Management 42 (5), pp.850-873. (10.1111/jpim.12769)
- Scedrova, A. , Morgan, R. E. and De Luca, L. M. 2024. Decomposing profile-to-role configurations in R&D-Focused entrepreneurial teams. European Management Journal 42 (5), pp.813-823. (10.1016/j.emj.2023.04.009)
- Spanjol, J. et al., 2024. Fueling innovation management research: Future directions and five forward‐looking paths. Journal of Product Innovation Management 41 (5), pp.893-948. (10.1111/jpim.12754)
- De Angelis, R. , Morgan, R. and De Luca, L. M. 2023. Open strategy and dynamic capabilities: a framework for circular economy business models research. Business Strategy and the Environment 32 (7), pp.4861-4873. (10.1002/bse.3397)
- Husairi, M. A. , Morgan, R. E. and De Luca, L. M. 2021. Market entry timing: the impact of complementary capabilities on strategic outcomes. Journal of Business Research 132 , pp.45-55. (10.1016/j.jbusres.2021.04.004)
- De Luca, L. M. et al. 2021. How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science 49 , pp.790-810. (10.1007/s11747-020-00739-x)
- Appio, F. P. et al., 2019. Patent portfolio diversity and firm profitability: a question of specialization or diversification?. Journal of Business Research 101 , pp.255-267. (10.1016/j.jbusres.2019.04.020)
- Herhausen, D. , De Luca, L. and Weibel, M. 2018. The interplay between employee and firm customer orientation: substitution effect and the contingency role of performance-related rewards. British Journal of Management 29 (3), pp.534-553. (10.1111/1467-8551.12230)
- Akinwolemiwa, O. H. et al. 2018. Building community-driven vertical greening systems for people living on less than £1 a day: a case study in Nigeria. Building and Environment 131 , pp.277-287. (10.1016/j.buildenv.2018.01.022)
- Herhausen, D. et al., 2017. When does customer-oriented leadership pay off? An investigation of frontstage and backstage service teams. Journal of Service Research 20 (4), pp.409-425. (10.1177/1094670517714059)
- Troilo, G. , De Luca, L. and Guenzi, P. 2017. Linking data-rich environments with service innovation in incumbent firms: a conceptual framework and research propositions. Journal of Product Innovation Management 34 (5), pp.617-639. (10.1111/jpim.12395)
- Sok, K. M. , Sok, P. and De Luca, L. M. 2016. The effect of ‘can do’ and ‘reason to’ motivations on service–sales ambidexterity. Industrial Marketing Management 55 , pp.144-155. (10.1016/j.indmarman.2015.09.001)
- Guenzi, P. , De Luca, L. and Spiro, R. 2016. The combined effect of customer perceptions about a salesperson's adaptive selling and selling orientation on customer trust in the salesperson: a contingency perspective. Journal of Business & Industrial Marketing 31 (4), pp.553-564. (10.1108/JBIM-02-2015-0037)
- Saeed, S. et al., 2015. Inside-out and outside-in orientations: A meta-analysis of orientation's effects on innovation and firm performance. Industrial Marketing Management 47 , pp.121-133. (10.1016/j.indmarman.2015.02.037)
- Troilo, G. , De Luca, L. M. and Atuahene-Gima, K. 2014. More innovation with less? A strategic contingency view of slack resources, information search, and radical innovation. Journal of Product Innovation Management 31 (2), pp.259-277. (10.1111/jpim.12094)
- Troilo, G. , Guenzi, P. and De Luca, L. M. 2013. L'integrazione fra marketing e vendite: barriere, meccanismi operativi e risultati. Economia & Management: la rivista della Scuola di Direzione Aziendale dell'Università L. Bocconi 2013 (2), pp.89-110.
- De Luca, L. M. , Guenzi, P. and Troilo, G. 2011. Organizational drivers of salespeople's customer orientation and selling orientation. Journal of Personal Selling and Sales Management 31 (3), pp.269-286.
- Cillo, P. , De Luca, L. M. and Troilo, G. 2010. Market information approaches, product innovativeness, and firm performance: an empirical study in the fashion industry. Research Policy 39 (9), pp.1242-1252. (10.1016/j.respol.2010.06.004)
- De Luca, L. M. , Verona, G. and Vicari, S. 2010. Market orientation and R&D effectiveness in high-technology firms: an empirical investigation in the biotechnology industry. Journal of Product Innovation Management 27 (3), pp.299-320. (10.1111/j.1540-5885.2010.00718.x)
- Troilo, G. , De Luca, L. M. and Guenzi, P. 2009. Dispersion of influence between marketing and sales: its effects on superior customer value and market performance. Industrial Marketing Management 38 (8), pp.872-882. (10.1016/j.indmarman.2009.06.009)
- Atuahene-Gima, K. and De Luca, L. M. 2008. Marketing's lateral influence strategies and new product team comprehension in high-tech companies: a cross-national investigation. Industrial Marketing Management 37 (6), pp.664-676. (10.1016/j.indmarman.2008.04.010)
- De Luca, L. M. and Atuahene-Gima, K. 2007. Market knowledge dimensions and cross-functional collaboration: Examining the different routes to product innovation performance. Journal of Marketing 71 (1), pp.95-112.
- Atuahene-Gima, K. , Li, H. Y. and De Luca, L. M. 2006. The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management 35 (3), pp.359-372. (10.1016/j.indmarman.2005.05.017)
- Cillo, P. et al., 2005. Orientamento al Mercato e Innovazione nei Settori Creativi. Una Ricerca nel Settore della Moda. Finanza, Marketing e Produzione 23 (1), pp.23-45.
Book sections
- De Luca, L. et al. 2023. Digital transformation in the making: Lessons from a large energy company. In: Noble, C. and Bstieler, L. eds. The PDMA Handbook of Innovation and New Product Development, 4th Edition. Wiley. , pp.387-406.
Conferences
- Oufan, S. et al. 2023. Realising value from big data technology adoption: Understanding the role of organisational capabilities in the Affordance actualization process. Presented at: International Conference on Information Systems 2023 Hyderabad, India 10-13 December 2023. Rising like a Phoenix: Emerging from the Pandemic and Reshaping Human Endeavors with Digital Technologies: ICIS 2023. Vol. 14.Association of Information Systems.
Monographs
- Kacar, M. and De Luca, L. 2024. Digital inclusion for a good digital society: Leveraging the benefits and mitigating the dark side. Project Report.[Online].London: The British Academy. Available at: https://www.thebritishacademy.ac.uk/publications/digital-inclusion-good-digital-society-leveraging-benefits-mitigating-dark-side/.
Research
Research interests
- Innovation Management
- Digitalization
- Marketing Strategy
- Public Value Innovation
PhD supervision research interests
- Innovation Management
- Digitalization
- Public Value
Teaching
Teaching commitments
- Entrepreneurial Marketing (BST192)
- Conducting Research in Marketing and Strategy (BST212)
- MBA Business Plan (BST525)
Biography
Honours and awards
- Cardiff University Doctoral Supervisor of the Year (2022)
- JPIM Thomas P. Hustad Best Paper Award (2014)
Professional memberships
- Product Development and Management Association
- IPDMC
- Academy of Marketing
Academic positions
- Professor of Marketing and Innovation, Cardiff Business School, 2015-current
- Reader in Marketing, Cardiff Business School, 2011-2015
- Senior Lecturer in Marketing, Cardiff Business School, 2009-2011
- Lecturer in Marketing, Aston Business School, 2007-2009
- Post-doc associate, Bocconi University, 2006-2007
- Visiting PhD Student, CEIBS Shanghai, 2007
- Visiting PhD Student, Hong Kong City University, 2005
Committees and reviewing
Editorial Board Membership:
- Journal of Product Innovation Management
- Industrial Marketing Management
- Journal of Strategic Marketing
Ad-hoc reviewing (selected):
- Journal of Marketing
- Strategic Management Journal
- Journal of the Academy of Marketing Science
- Organization Studies
- Journal of Management Studies
- British Journal of Management
- Journal of Business Research
- Industrial Marketing Management
Supervisions
- Big Data and Artificial Intelligence in the context of Organisational Decision-Making
- Innovation, including organisational innovation, product and service innovation, and responsible innovation
Current supervision
Satrupa Ghosh Ghosh
Simon Brightman
Marina Kacar
Nadia Cesario Penayo
News articles
Contact Details
[email protected]
+44 29208 76886
Aberconway Building, Room B09b, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29208 76886
Aberconway Building, Room B09b, Colum Road, Cathays, Cardiff, CF10 3EU
