Eleonora Cattaneo

Eleonora Cattaneo

Adjunct Professor, International Marketing

Ph.D. University of Pavia
M.B.A. SDA Bocconi University
B.A. Bristol University, UK

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Eleonora Cattaneo's areas of expertise include strategic and international marketing as well as brand management and communications. She has global consulting experience in a variety of Fortune 500’s: Fiat, CNH Industrial, Renault and Nestlé among others. She has acted as in-house advisor to CMOs providing insights as well as support in deployment of new market entry strategies, brand repositioning and new product launches. She has been visiting professor at EM Lyon, the Helsinki School of Economics and Cranfield School of Management.

Professional Experience, Current Position:

Swiss Red Cross, Lugano: advisor to the general manager for marketing and fundraising.

Research Interests & Areas of Expertise:

International business, emerging markets
Brand relaunch and repositioning including retrobranding
Customer relationship management


"Assessing the revival potential of brands from the past: how relevant is nostalgia in retrobranding strategies?" (with Carolina Guerini) in Journal of Brand Management, 2012.