Italy Associate Professor University of Bologna Adjunct Faculty
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Matteo Vignoli is an associate professor at the Department of Management of the University of Bologna. He received his Ph.D. from the University of Padua and was a Visiting Scholar at Stanford University (USA) and Ryerson University (Canada). He teaches Change Management and Business Process Design @ Management Engineering and Project Design @ Advanced Design and is a member of the Design Thinking ME310/SUGAR network and of the CBI initiative @CERN. Member of the University of Bologna Open Innovation board and spokesperson of, academic director of various BBS open programs, and founder and trustee of the Future Food Institute. Matteo’s focus is “building the future” with Design Thinking Innovation. Editor in Chief of the CERN Ideasquare Journal of Experimental Innovation, his work appeared in Research Policy, Creativity Innovation Management, Computers & Operations Research, Production Planning & Control, and the International Journal of Physical Distribution & Logistics Management.



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

This module will explore key concepts and methodologies to understand and anticipate future food landscapes, analyze emerging trends, and develop sustainable strategies for the food industry. The course begins with an introduction to foresight methodologies and tools used to anticipate future scenarios in the food sector. Students will gain practical skills in scenario planning and trend analysis, enabling them to assess and respond to future challenges and opportunities. The exploration of food trends forms a significant component of the course. Students will examine the driving forces behind food trends, including shifting consumer preferences, technological advancements, and sustainability concerns. Through case studies and analysis, students will learn to identify and evaluate emerging trends, enabling them to make informed decisions in the evolving food industry.

An essential focus of the course is on regeneration scenarios for the food industry. Students will study innovative strategies to promote sustainable food production, circular economies, and regenerative agriculture. By considering environmental, social, and economic factors, students will learn to develop scenarios that balance sustainability and economic viability. They will possess the skills to anticipate and respond to emerging trends, assess their impact on the food industry, and develop sustainable and regenerative strategies for a future-oriented food system.


Food Innovation and Regeneration