Lucio Lamberti, Ph.D. is Full Professor of Multichannel Customer Strategy at Politecnico di Milano. He is the Director of Chinese Affairs at MIP Politecnico di Milano Graduate School of Business. Coordinator of Ph.e.e.l., the Physiology, Emotion and Experience Lab of Politecnico di Milano and member of the Usability Workgroup (GLU) by the Italian Department of Public Administration. He is the program manager of the research agreement between Politecnico di Milano and RAI. He directs the International Master in Omnichannel Marketing Management (IM4) and the Topwin MBA Program at MIP. He’s author of over 70 papers published on national and international journals and conference proceedings