Jorge
González

Senior Lecturer of Marketing

• Ph.D. in Marketing, London Business School
• Master in Business Administration, IESE, University of Navarra
• BSc Physics, University of Barcelona

Jorge Gonzalez studied Physics at the University of Barcelona. He holds an MBA from IESE and a PhD in Marketing from London Business School. Since 2006, he has been a member of IESE's Marketing Department.

During these years, Jorge has published his research in journals such as International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Retailing. Along with his academic publications, he has also developed several pedagogical materials and managerial articles on different topics.

As a faculty member, his teaching covers the core subjects of marketing management in both degree and executive education programs at IESE. He has also developed elective courses for the MBA program on strategy and sales of technological products, marketing of innovations, marketing strategy in industrial markets (B2B) and sales force management.

Areas of interest.

• Marketing of new products
• Marketing models
• Market research
• Marketing strategy

Publications

Journal Articles (refereed)

STREMERSCH, S., GONZÁLEZ, J., VALENTÍ, A., VILLANUEVA, J. (2023). The value of context-specific studies for marketing. Journal of the Academy of Marketing Science, 51 (1), 50-65. doi:10.1007/s11747-022-00872-9. ARMELINI, G., GONZÁLEZ, J., VILLANUEVA, J. (2019). The Complementary Role of Advertising and Electronic Word-of-Mouth for Blockbusters and Low-Budget Motion Pictures. International Journal of Internet Marketing and Advertising, 13 (1). doi:10.1504/IJIMA.2019.097897. GUITART, I., GONZÁLEZ, J., STREMERSCH, S. (2018). Advertising Non-Premium Products As If They Were Premium: The Impact Of Advertising Up On Advertising Elasticity And Brand Equity. International Journal of Research in Marketing, 35 (3), 471 - 489. doi:10.1016/j.ijresmar.2018.03.004. OSUNA, I., GONZÁLEZ, J., CAPIZZANI, M. (2016). Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets. Journal of Retailing, 92 (2), 236 - 251. doi:10.1016/j.jretai.2015.12.002. GONZÁLEZ, J., SISMEIRO C., DUTTA S., STERN P. (2008). Can Branded Drugs Benefit from Generic Entry?. The Role of Detailing and Price in Switching to Non-Bioequivalent Molecules. International Journal of Research in Marketing, 25 (4), 247 - 260. doi:10.1016/j.ijresmar.2008.08.002.

Articles in other publications

GONZÁLEZ, J., SENDAGORTA, P. (2020). Guía rápida para los modelos de negocio direct to consumer. Harvard Deusto Márketing & Ventas (164). GONZÁLEZ, J., GALLO, I., FONCILLAS, P. (2018). Caso BMW: De "poseer" a "vivir": veinte años "conduciendo" experiencias. Harvard Deusto Márketing y Ventas (150), pp. 42 - 49. PESTANA, F., GONZÁLEZ, J. (2016). El Cóctel de la innovación. Guía para el desarrollo de nuevas ideas comerciales.. Harvard Deusto Márketing & Ventas (140). VILLANUEVA, J., GONZÁLEZ, J. (2010). Broadway sobrevive. Adaptación al cambio. Revista de Antiguos Alumnos (116), pp. 34 - 39. VILLANUEVA, J., GONZÁLEZ, J. (2010). Broadway Reaches for the Stars. Innovation. Alumni Magazine (116), pp. 28 - 31.

Books

FONCILLAS, P., GONZÁLEZ, J. (2023). Maestros del juego. 18 reglas para ganar la partida de los negocios. Conecta.

Cases

VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (A). IESE, M-1397-E. VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (B). IESE, M-1398-E. VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (C). IESE, M-1399-E. GONZÁLEZ, J., FONT, V. (2020). Europa Group Seguros, S. A.. Estrategia Go-To-Market. IESE, M-1378. GONZÁLEZ, J., FONT, V. (2020). Europa Group Seguros, S.A.. Go-To-Market Strategy. IESE, M-1378-E.

Technical Notes

GONZÁLEZ, J. (2021). Elección de mercado: target y posicionamiento. IESE, MN-412. GONZÁLEZ, J. (2021). Diseño de la oferta: carteras de productos, marcas y precios. IESE, MN-413. GONZÁLEZ, J. (2021). Market Selection: Target Customers and Positioning. IESE, MN-412-E. GONZÁLEZ, J. (2021). Design of the Offering: Product Portfolios, Brands and Prices. IESE, MN-413-E. GONZÁLEZ, J. (2021). Elementos de la estrategia de marketing. IESE, MN-410.