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
The development of international markets by enterprises requires a solid understanding of international trade practices and the key regulatory frameworks that govern their dynamics across different countries. This course will examine the strategies adopted by firms in light of both competitive and regulatory contexts, with particular attention to selected emerging markets and their specific characteristics. The cases of Japan, Southeast Europe, Latin America, various Middle Eastern countries, and the Mediterranean area will be explored in depth, highlighting growth opportunities, entry barriers, partnership and business models, as well as the cultural, regulatory, and organizational adaptations that companies must undertake to compete effectively in these environments.
Business Management – Global and Emerging Markets