He was a former Lecturer at the Aalto University School of Business (Helsinki), a Visiting Scholar at the University of Washington Bothell (Seattle, USA), and a Visiting Professor at the Johannes Kepler University (Linz, Austria). His research focuses on B2B and B2C marketing and branding, and consumer behavior. At the University of Bergamo, he teaches Marketing Advanced, International Marketing, Market Research, and Supply Chain Management. His articles appeared in Industrial Marketing Management, Journal of Business Ethics, Journal of Service Theory and Practice, Management Decision, Sage Business Cases, International Journal of Business and Management, and in other academic outlets. Since 2017, he has been a Series Editor for Marketing and Entrepreneurship for Sage Business Cases.