Dr Alessandro Gerosa

Dr Alessandro Gerosa

Department of Marketing
Lecturer in Marketing

Contact details

University House
University of Birmingham
B15 2TT

Alessandro Gerosa is a Lecturer in Marketing at the Birmingham Business School, University of Birmingham. He received his PhD in Sociology from the University of Milan (2020). In 2019 he was a visiting researcher at the Research Institute for Cultural and Media Economies (CAMEo) at the University of Leicester.

Alessandro's main research interests cut across the disciplines of sociology, consumption studies and marketing, focusing on authenticity as an aesthetic regime of consumption, neo-craft industries in the context of the creative economy, and digital cultures. His research has appeared on ‘Consumption, Markets & Culture’, the ‘International Journal of Cultural Policy’ and ‘Space & Culture’, among the others.


  • PhD in Sociology and Methodology of Social Research, University of Milan, 2020
  • MSc in International Relations, University of Milan, 2016
  • BSc in International Sciences and European Institutions, University of Milan, 2014


Alessandro Gerosa is a Lecturer in Marketing at Birmingham Business School, University of Birmingham. Before joining the Birmingham Business School, he worked as a Research Associate in economic sociology at the Catholic University of Milan (2020) and a Research Associate in cultural sociology at the University of Milan (2021). He has also been an Adjunct Professor of Sociology of Consumption at the Catholic University of Milan (2020). During his PhD, obtained in 2020, he has been a Visiting Researcher at the Research Institute for Cultural and Media Economies (CAMEo) at the University of Leicester.

Over the years, he also conducted research projects as a data analyst for private firms, magazines, and associations. Occasionally, he wrote articles for Italian and international magazines and blogs such as Treccani, The Sociological Review blog, CheFare, Intersezionale, and Vorrei. From 2012 to 2016, he served as a City Councillor for the Italian municipality of Monza.


  • Contemporary Issues in Marketing
  • Branding in the Digital Age


Alessandro's current primary research project draws from an interdisciplinary approach to consumption studies to analyse the role of authenticity in contemporary taste and consumption patterns. To reach this aim, his research focuses on the role of small retailers and micro-entrepreneurs in the neo-craft (food and beverage) industries. The broader goal of the project is to better understand the current resurgence of production and consumption of craft products, and the related transformations of contemporary capitalism.

A second relevant stream of research focuses on digital cultures: in particular the use of digital methods for social research, the production and consumption of media in the digital realm and the role algorithms play in this process.

A third research interest concerns the creative and sharing economy and the contemporary developments of the coworking spaces phenomenon.


  • Gerosa, A. (2021). Cosmopolitans of regionalism: Dealers of Omnivorous Taste under Italian Food Truck Imaginary. Consumption Markets & Culture, 24(1), 30–53.
  • Gerosa, A. (2021). The hidden roots of the creative economy: A critical history of the concept along the twentieth century. International Journal of Cultural Policy, 1–15.
  • Gerosa, A. & Tartari, M. (2021). Bottom-up Neighborhood Rebranding: Between Community Engagement and Loss of Place Identity. Space and Culture, 1–18.
  • Gerosa, A. (2019). Alcohol and the city: The Logistics of Alcoholic Flows in Urban Transformations. Lo Squaderno, 52(June).

View all publications in research portal