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Structure Department of Economics and Management
Telephone 0498274054
Qualification Professore associato confermato
Scientific sector SECS-P/08 - CORPORATE FINANCE
University telephone book  Show

Curriculum Vitae
Marco Paiola is Associate Professor of Management and Marketing at the University of Padova. He received his Ph.D. in Business Strategy at Bocconi University, Milan. His current research interests are in the areas of the impact of IOT on business models, servitization in manufacturing and innovation and knowledge management in advanced business services. On these topics he has written several journal articles and books chapters and has been involved in national and International research projects. He has published in the Journal of Intellectual Capital, Industrial Marketing Management, Industry & Innovation, Managing Service Quality and Journal of Business-to-Business Marketing. He has also presented various papers on his areas of research at some of the most important international conferences. His research has been awarded by Elservier (Highly Cited Research Award, 2016) and Emerald (Highly Commended Paper Award, 2014).

Research areas
My current research focuses on three areas:
- Digital business transformation: IOT-enabled business models change in products and services.
- Digital Servitization (manufacturing firms transforming into service providers), product-as-a-service and systemic product-services complex offerings.
- Knowledge management and innovation strategies in Knowledge Intensive Business Services (KIBS), such as digital-media design firms.
On these topics I have written several journal articles and books chapters and have been involved in national and international research projects. I published in Industrial Marketing Management, European Management Journal, Journal of Intellectual Capital, Managing Service Quality, Journal of Business-to-Business Marketing, Industry & Innovation. My research has been awarded by Elservier (Highly Cited Research Award, 2016) and Emerald (Highly Commended Paper Award, 2014).
I am deeply involved in academic life, doing field research on Italian and international medium-sized firms. I have a great attention to university-industry relation, where I apply action research principles helping firms in their digital transformation.
I have strong professional skills in qualitative and quantitative research methods and long-standing experience in the higher education industry, with specific training regarding data analysis (Multivariate analysis, Structural equations modeling, Network analysis), strategic and marketing research, digital marketing, innovation management and knowledge management.
I pose a particular attention on university-industry relations, and I apply action research principles in my work.
I am the coordinator of the Digital Transformation Lab (, research Laboratory on business digital transformation, and in particular I focus on the evolution of firms' business models triggered by technologies like IOT, Cloud, Data Analysis, smart products e smart services.
I regularly contribute in national and international scientific and academic conferences on my research topics.

Author or co-author of more than 80 publications; among the most recent are:
M. Paiola, Digital Transformation, Servitization and the new BtoB marketing landscape, Mercati & Competitività, forthcoming.
Marco Paiola, Heiko Gebauer, Digital transformation and servitization: business models migration and hybridization in manufacturing, The Spring Servitization Conference 2018, Copenhagen.
M. Paiola, Digital transformation and servitization: opportunities and challenges for SMEs, in West S., Gebauer H., Baines T., Proceedings of the Spring Servitization Conference: Internationalization through servitization 2017, Lucerne (CH), ISBN: 978-1-85449-418-4.
Zieba M., Bolisani E., Paiola M., Scarso E., Searching for innovation knowledge: insight into KIBS companies, Knowledge Management Research and Practice, DOI 10.1057/s41275-017-0050-1, 2017.
Bolisani E., Paiola M, Scarso E., Cognitive Features of KIBS Companies: Evidence From a Cluster Analysis, Int. J. of Services Technology and Management (IJSTM), Vol. 20, Nos. 4/5/6, 2014.
Paiola M, Bolisani E., Scarso E., Characterisation of Knowledge-based Networking Strategies: Insights from the KIBS sector, International Journal of Networking and Virtual Organisations (IJNVO), Vol. 13 (2013), N. 3, pp. 263-281.
Paiola M., Molina F.X., Martinez-Chafer L., Belso J.A., El effecto de las redes organizativas sobre los festivals en pequeñas ciudades, Economia Industrial, n. 389, Ministerio de Industria, Energia y Turismo de Espana, 2013, pp. 77-86.
Bolisani E., Paiola M, Scarso E., Knowledge Protection in Knowledge-Intensive Business Services Companies, Journal of Intellectual Capital, Vol. 14, n. 2, 2013, pp. 192-211, ISSN: 1469-1930, DOI: (nominato “paper altamente raccomandato” del 2013)
Gebauer H., Paiola M., Saccani N., Characterizing service networks for moving from products to solutions, Industrial Marketing Management, Vol. 42 (2013), pp. 31-46,
Paiola M., Saccani N., Perona M., Gebauer H., Moving from products to solutions: strategic approaches for developing capabilities, European Management Journal, Vol. 31, N. 4, August 2013, pp. 390-409.
Paiola M., La produttività generata dall’integrazione: in proprietà, in filiera e nelle reti, in: Rullani E., Cantù C., Paiola M., Prandstraller F., Sebastiani R., Innovazione e produttività. Alla ricerca di nuovi modelli di business per le imprese di servizi, Franco Angeli, Milano, 2012, pp. 368, ISBN: 9788856846522, pp. 195-245.
Gebauer H., Paiola M., and Edvardsson B., Service business development in small- to medium-sized equipment manufacturers, Journal of Business-to-Business Marketing, Vol. 19, N. 1, pp. 33-66, 2012.
Paiola M., Innovation and Co-Production In Computer Services: The Case of Complex Software Solutions In The Fashion & Retail Industry In Italy, in: Di Maria E., Grandinetti R. and Di Bernardo B. (eds.), Exploring Knowledge Intensive Business Services: Knowledge management strategies, Palgrave, Houndmills, UK, 2012, pp. 137-154.
Di Maria E., Paiola M., Sense-based innovation: the new competition on meanings and relations, in Belussi F. and Staber U., Managing Networks of Creativity, Routledge, New York, 2012, pp. 212-228.
Paiola M., Gebauer H. and Edvardsson B., A capability perspective on service business development in small and medium-sized suppliers, Scandinavian Journal of Management., Volume 28, Issue 4, December 2012, Pages 321-339.

List of taught course units in A.Y. 2019/20
Degree course code (?) Degree course track Course unit code Course unit name Credits Year Period Lang. Teacher in charge
EP2093 COMMON EPP4064632 12 2nd Year (2019/20) Second
EP2372 COMMON EPP7078462 6 2nd Year (2019/20) Second
EP2372 COMMON EPP6077239 6 2nd Year (2019/20) First