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Silvia Castellazzi is Research Fellow at LEADIN'Lab, the Laboratory of Leadership, Design and Innovation of the School of Management of Politecnico di Milano. She is also Senior Researcher in the Observatory for Digital Innovation in Retail. Silvia has a background in Philosophy and holds a Ph.D. from Zeppelin Universität, Friedrichshafen, Germany. Her research interests focus on innovation, value creation and customer experience.