Antonio Besana

63 years old, from Milan, he is a management and business organization consultant. Since 2017 he has been an adjunct professor at the MIMM (Master in International Marketing Management) of the Catholic University of the Sacred Heart of Milan. He also collaborates with educational conferences at the first and second level degree courses of the Department of Statistical Sciences of the University of Padua. He has over 35 years of experience in the field of market research on panels, working for important multinational companies including Nielsen, Sita and TNS with increasing responsibilities and dealing with different commodity sectors. From 1998 to last year, he worked for GfK Italia, where he held the position of Deputy General Manager for Italy and Regional Retail Director for Eastern Europe, Middle East and Africa.

“Digital Disruption: from potential danger to opportunity””
The Web was born in 1991. In 1995 Amazon records the first online sale. The world has changed over the past 30 years. Retailers are outside the “comfort zone”. The birth of the new channel, initially a threatening competitor, turns into a new opportunity. The weakening of the boundaries between online and offline poses the challenge: transforming browsers into buyers. Some retailers, taking advantage of the experiences of the online channel, with courage and creativity have been able to make the digital experience available even in-store, opening to the possibility of offering in the physical store the innovations introduced in the online channel. The ingredients of success: strategic thinking, culture of innovation, determination, collaboration with partners, speed in execution.

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