European Head of Business Strategy Services AKQA-WPP Adjunct
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Luca Gatti, currently European Head of Business Strategy Services at AKQA (part of WPP), has a long experience in business strategy, acquired at the Boston Consulting Group. Luca has led several business innovation projects enabled by digital technology, among others: the ENI's car sharing service "enjoy" and the AC Milan's MilanLab athletic services.


The planning approach and the strategic positioning. The understanding of the competitive environment and competition dynamics. The identification, pursuit and preservation of competitive advantage sources in changing contexts. The definition and innovation of the business model.

Business model analysis is important for both startups and new businesses, which need to discover a successful business model, and for established businesses, which often need to defend or evolve their business models. The goal of this course is to help participants develop a systematic way to think about business models through exercises, case studies, examples and guest lectures by innovative entrepreneurs. Learning points:
  • Learn about new and emerging business models
  • Understand the economics underlying common business models
  • Present your business model in a coherent and logical fashion
  • Design a business model for your innovation
  • Acquire tools for analyzing the business models of competitors and incumbents.