Current edition

Lamborghini digital transformation. Searching for new opportunities to boost B2B and B2C real time interaction

Business Case on “Made in Italy”

September 16 – 20, 2019 (Rome – Sant’Agata Bolognese, Italy)

MBA International Week, focused on “Made in Italy”, will bring together talented students from international business schools. Business Case “Lamborghini digital transformation. Managing customer journey in the digital era” is developed in collaboration with Lamborghini. The programme structure includes workshops held by Lamborghini Guest Speakers and LUISS Faculty, group work on business case and learning tour to Lamborghini distinctive locations.


Founded in 1963, Automobili Lamborghini is headquartered in Sant’Agata Bolognese, in Northern Italy. The Lamborghini Huracán, which made its world debut at the Geneva Motor Show in 2014, in the Huracán Spyder and rear wheel-drive version released in 2015, are the successors to the iconic Gallardo. With their innovative technology and exceptional performance, they redefine the driving experience for luxury super sports cars. The Coupé and Roadster versions of the Aventador and the Aventador Superveloce are the new benchmark in the world of luxury super sports cars with V12 engine. With 135 dealerships throughout the world, Automobili Lamborghini has created a continuous series of dream cars over half a century that include the 350 GT, Miura, Espada, Countach, Diablo and Murciélago, as well as limited editions such as the Reventón, Sesto Elemento and Aventador J. The Veneno Coupé, Egoista and Veneno Roadster were produced to celebrate the company’s 50th anniversary in 2013, while the Centenario pays tribute to the 100th anniversary of the birth of founder Ferruccio Lamborghini in 2016.

Tentative agenda


  • Workshop I – Paolo Poma, Chief Financial Officer & Managing Director at Automobili Lamborghini S.p.A.
  • Workshop II – Domenico Beccia, Operative Customer Journey & Retail Marketing, Automobili Lamborghini S.p.A.
  • Lamborghini Experience
    Visit to a distinctive location in Sant’Agata Bolognese. To get more information about a tour, please click here.

How to participate

Schools already registered for the current edition:

  • Antai College of Economics & Management, Shanghai Jiao Tong University, China;
  • Católica Porto Business School, Portugal;
  • Curtin Business school, Australia;
  • IPADE, Mexico;
  • Mannheim Business School, Germany;
  • Nottingham Trent University, Business School, UK;
  • Smith School of Business, Queen’s University, Canada;
  • UNC Kenan-Flagler Business School, USA:
  • University of Sussex, Business School, UK.

Business Case

In this business case, we will assess the current competitive scenario and strategic pillars of Lamborghini and scrutinise a potential strategic move of Lamborghini from a business model based on superior performance product into a continuous sustainable long-term relationship among brand – sales network – Lamborghini user base.

This will require simultaneously a cultural change at factory as well at independent Lamborghini’s points of sale to eventually lead into an enrichment of the current customer base profile as well as an enlargement of it to include wider and unexplored territories of conquest.

The students will discuss and analyse the challenges, and devise an action plan to realise the strategic change.

Students will be provided with all the necessary materials before their arrival to be able to learn more about the topic.


Raffaele Oriani, Director of the MBA Programme
Raffaele Oriani is a Full Professor of Corporate Finance at the Department of Business and Management of LUISS Guido Carli University of Rome. He is the MBA Director and Associate Dean for post-graduate programmes at LUISS Business School. He obtained a Ph.D. in Management from the University Bologna and he has been visiting scholar at the Department of Economics of the University of California at Berkeley.

Lucio Attinà, Adjunct Professor LUISS Business School – Academic coordinator of the event, Managing Director Alitalia Loyalty SpA
Qualified C-level executive with significant international experience and education gained operating across different industries and market segments such as services, transports, automotive, fashion, sport and entertainment. Strategic thinker and passionate effective doer with extraordinary leadership skills, as well as highly adaptive and driven result person with proven goals. Strong ability to solve complex company problems using excellent judgment and decision-making skills, ability to manage change and outperform given targets in a variety of array and context.

Excellent human resources skills constantly focused on providing superior customer service and a productive work environment for employees

Enrico D’Onofrio, Adjunct Professor LUISS Business School – Academic coordinator of the event, Vice President EMEA and East NA at Deus Ex Machina Italy
Executive with broad expertise of US and European companies with global scope. Established track record of success with diverse and dispersed Teams across multi-cultural businesses through General Management leadership in Italy, Portugal, Belgium, the UK and worldwide markets. Believing in Growth, Innovation and Collaboration and thriving on the success of the business and the team: a growth-seeker through strategic acumen and execution capability, with ad-hoc expertise and experience on emerging markets.

Specialties: Strategic and Operating Leadership, General Management, Marketing and Sales, High-Performance Team Building, Finance & Administration, Private Equity


Paolo Poma, CFO and Managing Director of Automobili Lamborghini S.p.A.
Born in Bergamo on 22 June 1966, he received his degree in Engineering Management from the Polytechnic University of Milan. He began his career in the construction sector, where he worked in operations, then went on to earn his Master’s in Business Administration from the SDA Bocconi School of Management. In 2000 he went to work for McKinsey & Co. in Milan and, after two years, was appointed Director of Planning and M&A for Ducati. In 2005, he took over the same position at the Tenaris Group in Buenos Aires. In 2007, he returned to Ducati, where he filled various finance roles with increasing levels of responsibility, until his appointment as CFO in 2011. Following Ducati’s acquisition by the VW Group in 2012, he was appointed CFO and Managing Director of Volkswagen Group Italia in 2015, from where he has joined Lamborghini. He also serves as a Statutory Auditor of the Italian-German Chamber of Commerce.

Umberto Tossini, Human Resources Officer at Automobili Lamborghini S.p.A.
Umberto Tossini is Director of Human Resources and Organization at Automobili Lamborghini SpA since October 2006. He is contributing to the development of this Bolognese car manufacturer, taking on the challenge of growth not only for the product but also its people. Thanks to a strategic vision of the function of Human Resources and the support of the business, the Company has achieved prestigious awards including Best Employer of Choice 2013 Top Employer in 2014. Born in Avellino in 1967, he received a classical education and later graduated in Law at the LUISS University in Rome. He has held positions at large multinational companies, including Vodafone and Fiat. From May 2013, a member of the Steering Committee of Federmeccanica.

Domenico Beccia, Operative Customer Journey & Retail Marketing Team at Automobili Lamborghini S.p.A.
Domenico Beccia leads the Operative Customer Journey & Retail Marketing Team in Automobili Lamborghini since September 2018. The Team is responsible for innovating, overseeing and, for specific events, directly executing all interactions between Lamborghini and its Customers, supporting both Headquarters and Dealer Network in taking the maximum advantage from an effective Customer Journey management.

Domenico was born in Milan, where he graduated in Economics at Università Cattolica Del Sacro Cuore in 2004. After first experiences in Automotive companies (BMW, Renault) he joined Accenture as Business Consultant, working on several Sales&Marketing Automation and CRM projects, for different industries (Pharma&Healthcare, Food&Beverage, Automotive&Transportation). In 2009 Domenico started his long journey in Ferrari, becoming Global Head of CRM & Customer Knowledge in 2011. In early 2017 Domenico took up a new challenge in Ariston Thermo as Head of CRM & Promotions, but the untameable passion for sports cars brought him back in the Italian Motor Valley in late 2018, in Automobili Lamborghini.


International Development Office.
Phone: +39 06 8522 2630/5630
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