TEACHING AND PROFESSIONAL EXPERIENCE

 

2003-     IESE Business School, Madrid, Professor of Marketing

Head of the Marketing Department since 2005

Teaching at the MBA, EMBA, GEMBA, PhD, and other executive programs.

1997-1999  IESE Business School, Barcelona. Instructor in the Marketing Department (teaching, research and consulting).

1993-1995  Group Promodes. (currently Carrefour), Madrid. Product Manager. Private label department. Negotiated with suppliers, developed section’s marketing plan, conducted market research, developed new launches

Visiting Professor at CEIBS (China, 2006), INALDE (Colombia, 2006-2014), IPADE (México, 2010), IDE (Ecuador, 2009-2016), PAD (Perú, 2010-2013), IEEM (Uruguay, 2012-2013), IEE (Costa Rica, 2015) and Nile University (Egypt, 2009-2011).

Consulted for several companies such as Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestle, Nabisco, Bosch/Siemens.

Expert witness in several litigation cases.

Board member of several firms, both for-profit and non-profit.

 

EDUCATION

 

Ph.D. in Management (Marketing). The Anderson School, University of California, Los Angeles, 2003

Faculty advisor: Prof. Dominique M. Hanssens

Dissertation: “Acquisition channels and price discrimination in a customer equity framework”

Committee: Dominique M. Hanssens (chair), Pradeep Bhardwaj, Randolph Bucklin, Shuba Srinivasan

MBA, IESE Business School, University of Navarra, Barcelona, 1997

Exchange student at the J. L. Kellogg Graduate School of Management, Northwestern University (Fall 1996)

B.A. in Economics, Universidad Complutense de Madrid, 1993

 

PUBLICATIONS AND CURRENT RESEARCH

 

Articles in refereed Journals

“Customer lifetime value and customer equity models using company-reported summary data” (with Thorsten Wiesel and Bernd Skiera), Journal of Interactive Marketing, Vol. 25, No 1, 2011

“Marketing expenditures and word-of-mouth communication: Complements or substitutes?” (with Guillermo Armelini), Foundations and Trends in Marketing, Vol. 5, No 1, 2010

”Customer Equity: An integral part of financial reporting” (with Thorsten Wiesel and Bernd Skiera), July 2006, Best Paper Award based on a Doctoral Dissertation, EMAC Conference, Athens, 2006, Journal of Marketing, Vol. 72, March 2008

“The Impact of Marketing-induced versus Word-of-Mouth Customer Acquisition on Customer Equity” (with Shijin Yoo, and Dominique M. Hanssens), February 2008. Journal of Marketing Research, Vol. XLV, No. 1.

 “Customer relationship management in competitive environments: The positive implications of a short-term focus” (with Pradeep Bhardwaj, Yuxin Chen, y Sridhar Balabsuramanian), Quantitative Marketing & Economics, 2007

“Customer Equity: Measurement, Management and Research Opportunities” (with Dominique M. Hanssens), Foundations and Trends in Marketing, Vol. 1, No 1, 2007

 “Factores Inhibidores en la adopción de Internet como canal de compra” (with Francisco Iniesta). Economía Industrial, 2002

 

Other articles

“Stairway to digital transformation” (with Luis Ferrandiz), forthcoming at IESE Insight Review, 2017

“Reading the signs of your customer value”, IESE Insight Review, 2013

“Viral Marketing? Advertise It! Advice for web 2.0 communication strategies” (with Guillermo Armelini), The European Business Review, March-April 2012

“Adding social media to the marketing mix” (with Guillermo Armelini), IESE Insight Review, 2011

“My customers are better than yours! On reporting customer equity” (with Thorsten Wiesel and Bernd Skiera), Marketing Intelligence Review, Vol. 2, No 1, 2010

“Corporate blogs: Do companies really need them?”, (with Guillermo Armelini), PKU Business Review (in Chinese), Vol.41, 2007/12

“The Impact of Marketing-induced versus Word-of-Mouth Customer Acquisition on Customer Equity” (with Shijin Yoo, and Dominique M. Hanssens). Marketing Science Institute Report No. 06-119, 2006

 “Customer Relationship Management: Customer Behavior, Organizational Challenges and Econometric Models” (with Rex Du). Marketing Science Institute Report No. 02-101, 2002

 “Hacia un Nuevo Marketing Mix” (with Jose L. Nueno and Jesus Viscarri). Harvard-Deusto Márketing & Ventas. Mar/Apr 2001

“El Consumidor del Siglo XXI” (with Jose L. Nueno). Harvard-Deusto Márketing & Ventas. Jul/Ago 1999

 

Books/Chapters

Chapter, “Word- of- mouth and marketing effects on customer equity” (with Dominique M. Hanssens and Shijin Yoo), In: Elgar, “Handbook of Research on Customer Equity in Marketing”. Edited by V. Kumar and Denish Shah, 2014

Chapter, “Social Networks as Marketing Tools for Media Companies”, (with JL Orihuela and A. Sánchez Tabernero), Handbook of Social Media Management, Springer, forthcoming Fall 2012

Chapter, ”Los medios sociales como herramienta de marketing para los medios”. (with JL Orihuela and A. Sánchez Tabernero) In: Maxwell McCombs y Manuel Martín Algarra. Comunicación y vida social. Pamplona: EUNSA. Ediciones Universidad de Navarra, 2012. pp 847 – 862 (Estudios en honor del profesor Esteban López-Escobar).

Book, “Comunicación. Casos Prácticos”, co-editor, 12 cases, dircom, 2012.

Book, “Venta directa de productos agrarios a consumidores agrupados en zonas urbanas”, INNOVA Dieta Mediterránea, del campo a la mesa, ASAJA, 2012

Book, “La TV en España: ¿Un negocio imposible?” (con Fernando Baz, Eva Campos y Jose María Irisarri), Deusto, Noviembre 2008

Preface to “Competing on analytics”, editor Thomas H. Davenport and Jeanne G. Harris (Spanish version), Profit Editorial, September 2008

Chapter, ”La promoción de la prensa diaria”, book chapter in “Libro Blanco de la Prensa Diaria”, AEDE, 2007

Book, “¿Porqué comercia tan poco el comercio electrónico? Internet y los consumidores españoles: Análisis de una realidad” (with José L. Nueno and Jesus Viscarri) . IDELCO. Madrid, 2000

 

Case studies and technical notes

Case, “Clifford Chance España” (with Victoriano Vila), forthcoming January 2017

Case, “BSH Bean-to-cup cofeemakers” (with Juan Manuel de Toro and Francisco Iniesta), IESE M-1333-E, 2016 (case restricted to IESE programs)

Case, Refreshing the Orbed Private Label (with José Luis Nueno and Pilar Soldado), IESE M-1345-E, 2016

Case, “Cinesa Exhibición: de crisis en crisis” (con Javier Fernández y Juan Manuel de Toro), M-1326, 2015

Teaching Note, “Suchard: Made of your dreams”, IESE MT-0038, 2014

Caso, “Suchard: Made of your dreams” (with Rocío Guell and Santiago Sánchez-Lozano), IESE M-1312, 2014

Case, “The New York Times: Charging for Digital Content” (with Julie Ziskind and Luis Cabral), IESE M-1281-E, 2012

Teaching Note, “Santander and Formula One” (with Julie Ziskind), IESE MT-33-E, 2012

Case, “Santander and Formula One (Case B)” (with Julie Ziskind), IESE M-1260-E, 2012

Case, “Santander and Formula One (Case A)” (with Julie Ziskind), IESE M-1259-E, 2012

Case, “Aena: The Air Traffic Controller Crisis” (with Javier Paniagua and Ignacio Bel), IESE M-1271-E, 2012

Case, “Coca Cola-Spain: Branding 2.0” (with Julie Ziskind and Guillermo Armelini), IESE M-1269-E

Case, “Primark: £10? Ooh that’s expensive!” (with Jose L. Nueno and Julie Ziskind), IESE M-1249-E, 2011

Case, “Shubert Organization: The Show Must Go On” (with Jorge González and Maria Alexandra Beech), IESE M-1232-E, 2010

Case, “Neck and Neck: cómo afrontar la crisis” (with Jorge González and Antonio de la Pisa), 2009

Case, “Triumph: Marketing British Steel” (with Francisco Iniesta and Jordan Mitchell), IESE M-1217-E, 2008

Case, “elBulli: The Taste of Innovation” (with Michael Norton and Luc Wathieu), Harvard Business School Case 9-509-015, 2008

Case, “Deodar” (with Victoriano Vila), IESE M-1209, 2008

Case/Simulation, “Ashby Pharmaceuticals” (with Diego Muñoz-Cobo), IESE M-1208-E, 2008. Note: Works with a simulation, to be sent upon request.

Case, “Zinio: ‘Byting’ into a paper world” (with José L. Nueno and Jordan Mitchell), IESE M-1197-E, 2006

Case, “Polyphonic’s HMI: Mixing Music and Math” (with Anita Elberse and Jehoshua Eliashberg), Harvard Business School Case 9-506-009, 2006

Case, “Vodafone España y su plan de grandes cuentas” (con Vito Vila e Ignacio Ayala), IESE M-1191, 2006

Case, “Santander Serfín: Revitalizing the payment systems business:” (with José Díez and José L. Nueno), IESE M-1190, 2006

Case, “Philips bets on recordable DVD: Conflicting technologies” (with José L. Nueno), IESE M-1179, 2005

Case, “Continente: the launch of the private label soft drinks” (with José L. Nueno and J. Ferrer). IESE M-1044, 1997

Multimedia Note, “Fuerza de ventas” (with Victoriano Vila and Francisco Iniesta), 2011. Available at http://blog.iese.edu/ventas. This site is restricted to IESE students and faculty and contains approximately 90 minutes of interviews to 6 top managers with questions on the main topics of salesforce management and key account selling.

Note, “Branded content” (with Luis Ferrandiz and Pilar Soldado), IESE MN-393, 2016

Note, “La analítica web y las nuevas métricas digitales” (with luis Ferrandiz), IESE MN-392, 2016

Note, “Conversion Rate optimization” (with Luis Ferrandiz and Pilar Soldado), IESE MN- 389-E, 2016

Note, “Product” (with Ignacio Osuna), IESE MN-387-E, 2015

Note “Prices” (with José Antonio Segarra and Iciar Ferrer), IESE MN-385-E, 2015

Note: “Geolocation and local digital marketing” (with Luis Ferrandiz and Rosa Fernández-Velilla), IESE MN-383-E, 2014

Note, “Social Media Marketing” (with Luis Ferrandiz and Rosa Fernández-Velilla), IESE MN-381-E, 2012

Note, “Display Campaigns” (with Luis Ferrandiz and Rosa Fernández-Velilla), IESE MN-378-E, 2012

Note, “Search-Engine Marketing (SEM)” (with Luis Ferrandiz and Rosa Fernández-Velilla), IESE MN-376-E, 2011

Note, “Search-Engine Optimization (SEO)” (with Luis Ferrandiz and Rosa Fernández-Velilla), IESE MN-374-E, 2011

Note, “Web Strategies and Site Traffic Generation” (with Luis Ferrandiz and Rosa Fernández-Velilla), IESE MN-373-E, 2011

Note, “Distribution” (with Francisco Iniesta and Diego Muñoz-Cobo), IESE MN-368-E, 2008

Note, “Los blogs corporativos: una opción, no una obligación” (with Cristina Aced and Guillermo Armelini), cuadernos del ebcenter

Note, “Salesforce Size and deployment” (with Diego Muñoz-Cobo), IESE MN-362, 2007

Note, “La respuesta competitiva ante un nuevo entrante” (with Diego Muñoz-Cobo), IESE MN-361, 2006

Note, “Electronic Word of Mouth: What Do We Know About This Powerful Marketing Tool?” (with Guillermo Armellini), IESE-ebCenter, 2006

Note, “La gestión del valor del cliente” (with José L. Nueno), IESE MN-352, 2006

Note, “The anatomy of diffusion” (with Jose L. Nueno and Hernán Sánchez), IESE MN-349, 2005

Note, “A New Marketing Mix in the Internet” (with José L. Nueno and Jesús Viscarri), IESE MN-339, 2002

Note, “The behavior of the Internet buyer” (with José L. Nueno and and Jesús Viscarri), IESE MN-338, 2002

Exercise, “Banco Santa Clara”, IESE ME-1-E, 2011

Exercise, “The smartphone study”, IESE ME-2-E, 2011

Exercise, “Positioning maps in two product categories”, IESE ME-3-E, 2011

Autodiagnóstico, “Las ventas cruzadas en mi empresa de servicios profesionales” (con Victoriano Vila), IESE MQ-3, 2014

Autodiagnóstico, “El proceso de ventas en mi empresa de servicios profesionales” (con Victoriano Vila), IESE MQ-2, 2014

Autodiagnóstico, “La venta en mi empresa de servicios profesionales” (con Victoriano Vila), IESE MQ-1, 2014

 

Studies

“El futuro de las redes de venta. Hacia un nuevo horizonte comercial. 6º Estudio sobre la gestión de las redes comerciales en España 2015” (con Cósimo Chiesa) , IESE

“Aprendiendo de las mejores redes comerciales. 5º Estudio sobre la gestión de las redes comerciales en España 2014” (con Cósimo Chiesa) , IESE

“Reinventarse para avanzar. Innovando en el área comercial. 4º Estudio sobre la gestión de las redes comerciales en España 2013” (con Cósimo Chiesa), IESE

“Profesionalizar la red comercial en momentos convulsos. 3er Estudio sobre la gestión de las redes comerciales en España 2012” (con Cósimo Chiesa)

“Los medios sociales en España: la visión de la alta dirección” (con José Luis Orihuela), Feb 2012

“Barómetro sobre la evolución de las redes comerciales en España (julio-diciembre de 2011)” (con Cósimo Chiesa)

“Barómetro sobre la evolución de las redes comerciales en España (enero-junio de 2011)” (con Cósimo Chiesa)

“Barómetro sobre la evolución de las redes comerciales en España (julio-diciembre de 2010)” (con Cósimo Chiesa)

“Barómetro sobre la evolución de las redes comerciales en España (enero-junio de 2010)” (con Cósimo Chiesa)

“Redes de venta indirecta: oportunidades en épocas de incertidumbre. 2.º Estudio sobre la gestión de las redes comerciales en España 2011” (con Cósimo Chiesa)

“¿Qué está cambiando en la gestión comercial? 1er Estudio sobre la gestión de las redes comerciales en España 2010” (con Cósimo Chiesa)

“El mercado de los seniors en España: ¿Oportunidad o burbuja de negocio?” (con José L. Nueno). AECOC, 2005.

 “La Naturaleza del gasto. El consumo en España: un análisis a 360º” (con José L. Nueno). AECOC, 2004.

 “Los nuevos negocios de la distribución” (with José L. Nueno and Antonio Agustín). AECOC. Barcelona, 1999”

 

 OTHER DATA            

Professional Membership: Member of INFORMS, the American Marketing Association, and the European Marketing Academy

Distinctions: Emerald Citations of Excellence Award, 2012; Best Paper Award based on a Doctoral Dissertation, EMAC Conference, Athens, 2006; AMA-Sheth Doctoral Fellow, 2002

Referee, Marketing Science, Marketing Letters, Journal of Marketing, International Journal of Research in Marketing