Intent HQ Chair on Changing Consumer Behavior

Holder: José Luis Nueno

The Intent HQ Chair on Changing Consumer Behavior is created with the goal of becoming a global leader in research related to the latest trends in consumer behavior around the world.

The Chair’s research will inform outreach activities focused on bringing practical capacities of executives and managers up to date to meet the demands of current and future consumers.

This is IESE’s first chair dedicated to marketing and has been possible thanks to the support of the British company Intent HQ.

Aims

  • To conduct research in order to establish a firm and reliable knowledge base that can inform management and policy approaches to consumer behavior.
  • To use this accrued knowledge in the creation of pedagogical tools (case studies, academic publications, symposia, etc.) to help executives better align their business practices with changing consumption patterns.
  • To act as a repository of leading-edge management knowledge and capabilities.
Publications from the holder

Holder of the Chair

José Luis Nueno is a Professor in the Marketing Department of IESE. He has a PhD in Business Administration (Marketing) from Harvard University, an MBA from IESE and a Degree in Law from the Universitat de Barcelona.

His areas of interest include distribution channels and manufacturer/distributor relationships. He has published articles on globalization, the marketing of consumer and luxury goods and relationship marketing.

He is also the autor of a number of books on consumer behavior, including: Gestión de precios (Price Management); Consumidor al filo del siglo XXI (The Early 21st Century Consumer); La naturaleza del gasto (The Nature of Spending); El regreso del consumidor (The Consumer is Back); Expectativas en la era de la escasez (Exectations in the Era of Scarcity); El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal (The Decline of Main Streets and the Birth of the New Multichannel Order); and Direct to Consumer: When Millennials Run the Show.

Sponsor

Publications

Journal Articles (refereed)

ROURE, J., ÁLVAREZ ALVAREZ, J. L., GARCÍA PONT, C., NUENO, J. L. (1993). Managing internationally: International dimensions of the managerial task. European Management Journal, 11 (4), 485 - 492. doi:10.1016/0263-2373(93)90013-8.
JOACHIMSTHALER, E. A., NUENO, J. L., QUELCH, J. A. (1991). After the wall: Marketing guidelines for Eastern Europe. Sloan Management Review, 32 (2), 82 - 93.
JOACHIMSTHALER, E. A., QUELCH, J. A., NUENO, J. L. (1990). Marketing opportunities in Eastern Europe. Sloan Management Review.

Working Papers

NUENO, J. L., VISCARRI, J., MORA C. (2003). ¿Hay BTC en España? (DI-499).
RANGAN, V. K., NUENO, J. L. (1999). Channel strategy adaptation (DI-380-E).
NUENO, J. L., DANT RP., RANGAN, V. K. (1999). Channel strategy: Formulation and adaptation (DI-379-E).
ROURE, J., ÁLVAREZ ALVAREZ, J. L., GARCÍA PONT, C., NUENO, J. L. (1993). Managing internationally: The international dimensions of the managerial task (DI-258-E).
ROURE, J., ÁLVAREZ ALVAREZ, J. L., GARCÍA PONT, C., NUENO, J. L. (1993). Managing internationally: The international dimensions of the managerial task (Abridged version) (DI-254-E).

Articles in other publications

NUENO, J. L. (2017). Asumiendo el riesgo. Brand About (7), pp. 3 - 3.
NUENO, J. L. (2014). Ocho modelos de negocio para cuando regrese el consumidor. Cataluña Económica (522), pp. 28 - 31.
NUENO, J. L. (2013). The Decline of Main Street, the Rise of Multichannel Retail. New Ways of Reaching Consumers. IESE Insight (19), pp. 46 - 53.
NUENO, J. L. (2013). El declive de las calles comerciales. El nacimiento de un modelo multicanal. IESE Insight (19), pp. 46 - 53.
NUENO, J. L. (2013). El declive de las calles comerciales. Cataluña Económica (517), pp. 28 - 31.

Books

NUENO, J. L. (2020). Directo al consumidor. bienvenidos a 2025. Cuando los millennials manden. Barcelona: AECOC.
NUENO, J. L. (2016). ¿Puede el Marketing salvar al mundo? Expectativas para la era de la escasez. Barcelona: Reial Acadèmia Europea de Doctors.
NUENO, J. L. (2015). Expectativas en la era de la escasez. Barcelona: AECOC.
NUENO, J. L. (2014). El regreso del consumidor. Barcelona: AECOC.
NUENO, J. L., RUIZ AC., VISCARRI, J. (2001). Factores de éxito del pequeño comercio especializado en España. Madrid: Instituto de Estudios del Libre Comercio.

Book Chapters

NUENO, J. L. (1998). La evolución del contexto y el marketing negocio a negocio. En José Luis Rodríguez García (Ed.), Enciclopedia práctica del management (pp. 96 - 97). Barcelona: Planeta-De Agostini.
GHEMAWAT, P., NUENO, J. L. (1998). Marketing relacional: Unas cuantas dudas. En José Luis Rodríguez García (Ed.), Enciclopedia práctica del management (pp. 132 - 135). Barcelona: Planeta-De Agostini.
NUENO, J. L. (1993). Mazola. In Stanley J. Paliwoda (Ed.), International marketing. Amsterdam: Butterworth-Heinemann.
JOACHIMSTHALER, E. A., NUENO, J. L., QUELCH, J. (1993). After the wall: Marketing guidelines for Eastern Europe. In Chris Halliburton, Reinhard Hünerberg (Eds.), European marketing. Readings and cases (pp. 396 - 410). Wokingham [etc.]: Addison-Wesley.

Studies

NUENO, J. L. (2019). Novias Millennial y Gen z: el sector de la moda nupcial en 2023.
NUENO, J. L. (2018). Visionando la cadena de suministro del sector sanitario 2025.
NUENO, J. L. (2018). La tienda del futuro para las novias "Millennials".
NUENO, J. L. (2016). Millennial Brides. Nacer en los 80's, casarse hoy.
NUENO, J. L. (2016). Empleabilidad en gran consumo.

Cases

CRUZ, A., NUENO, J. L. (2021). The End of Low-Cost Fundamentalism - The COVID Interruption. IESE, M-1382-E.
CRUZ, A., NUENO, J. L. (2021). El fin del fundamentalismo low cost: la interrupción de la COVID-19. IESE, M-1382.
NUENO, J. L. (2019). Ametller Origen: más allá del retail. IESE, M-1376.
NUENO, J. L., O'DONNELL, T. (2019). Pangea: The World's Largest Travel Store. IESE, M-1369-E.
NUENO, J. L., O'DONNELL, T. (2019). Pangea: la tienda de viajes más grande del mundo. IESE, M-1369.

Technical Notes

COSTA, C., NUENO, J. L. (2020). Note on Scenario Planning in High-Uncertainty Environments: The Disruption Matrix. IESE, MN-405-E.
MASSAGUE, M., ROSICH, M., NUENO, J. L. (2017). La creatividad en la obra de Antoni Gaudí. IESE, MN-399.
MASSAGUE, M., ROSICH, M., NUENO, J. L. (2017). Creativity in Antonio Gaudí's Artwork. IESE, MN-399-E.
RODRÍGUEZ, S., NUENO, J. L. (2016). ¿Puede la medicina transfronteriza mejorar la salud del sistema sanitario? IESE, MN-390.
NUENO, J. L. (2011). Can Culture and Sports Revitalize Shopping Centers? IESE, MN-372-E.