Italy Senior Assistant Professor University of Bologna Adjunct Faculty
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Matteo Vignoli is an assistant professor in management science and engineering at the University of Bologna and Academic Director of BBS React Innovation Program and Corporate Digital & Innovation Management Program. He is the operative coordinator of the Bologna Factory for Open Innovation. He holds a PhD in management engineering from University of Padua. He is “building the future” through research, education, and societal impact all centered on the application of design thinking to open innovation. He teaches in several master programs and business schools and works on innovation projects with global organizations. He is a visiting scholar at Stanford University and Ryerson University, and a member of the Design Thinking ME310/SUGAR network. He is also a founding member of the Challenge-Based Innovation initiative at CERN and a global leader of the Future Food Ecosystem. He has published in journals such as Research Policy, Creativity and Innovation Management, Computers & Operations Research, International Journal of Physical Distribution & Logistics Management, and Journal of Accounting & Organizational Change.


This course focuses on how innovation and tradition can be combined to create narratives that enhance the customer experience and the business strategy. Major stages and trends of this   development are examined, and many examples are drawn from all around the world, providing an in-depth understanding of the contemporary and the future of the food and wine sector.

Food and Wine

In this module, students will be exposed to the principles and tools of design thinking applied to business models, using these tools in a guided path, with the following target:

Understand the meaning of “Customer Centricity” and the approach to designing digital services and business models

Analyze the needs of consumers and define new services that best satisfy them

Know and apply tools for the design of all the elements of the business model

Evaluate the business potential of an innovative idea

Create a “pitch deck” of the new business idea

Understanding the difficulties related to the implementation of innovative business models (“The Innovator’s dilemma”) within a ‘traditional’ company, and strategies that have proved useful in overcoming them.

Hybrid MBA English edition