Anna
Lanzani
Chair of the Marketing and International Business Department Universidad de Palermo (UP) in Buenos Aires
Anna Lanzani is Chair of the Marketing and International Business Department at the Universidad de Palermo (UP) in Buenos Aires, where she is Full Professor of Consumer Science. At the University of Bologna – Buenos Aires campus – she teaches Consumer Marketing and Business Strategy and Digital Transformation in the Master in Business Management Europe–LATAM and co-supervises final project work.
Her twenty-year career centers on the Fast-Moving Consumer Goods sector and spans Europe, Asia, and Latin America, where she held international management roles for global companies such as Barilla Asia and “multilatinas” including Molinos Río de la Plata.
She serves on the board of the Italian Chamber of Commerce in Argentina and advises companies and institutions. Her honors include Merito e Talento (Associazione Dirigenti Lombardi d’Azienda Industriale), Women to Watch (Ad Latina with Advertising Age), the Excelencia Empresarial award from the Italian Chamber of Commerce in Buenos Aires, and multiple Premios Mercurio from the Asociación Argentina de Marketing with the teams she led.
Anna earned her degree from the University of Pavia, master’s degrees from London Kingston University and the Université de Strasbourg, and an MBA from IAE Business School, and completed executive programs at INSEAD and Harvard Business School. She is a PhD candidate (2027) at Universidad Católica Argentina (UCA), bringing extensive international industry experience to her teaching and academic leadership.
COURSES
Lo sviluppo dei mercati internazionali da parte delle imprese richiede una solida conoscenza delle pratiche di commercio internazionale e delle principali regolamentazioni che ne disciplinano le dinamiche nei vari Paesi. In questo insegnamento verranno analizzate le strategie adottate dalle imprese alla luce del contesto competitivo e normativo, con particolare attenzione ad alcuni mercati emergenti e alle loro specificità. Saranno approfonditi i casi del Giappone, del Sud Est Europa, dell’America Latina, di vari Paesi del Medio Oriente e dell’area Mediterranea, mettendo in evidenza le opportunità di crescita, le barriere all’ingresso, i modelli di partnership e di business e le forme di adattamento culturale, normativo e organizzativo che le imprese devono adottare per competere efficacemente in questi scenari.
