Associate Professor of Marketing

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

Jorge Gonzalez holds a BSc in Physics (Universitat de Barcelona). He studied his MBA at IESE Business School and then joined the Marketing Department at IESE.

He earned his Ph.D. degree in marketing from the London Business School.

Prof. Gonzalez’s areas of research include diffusion of innovations and marketing of new products. He is also interested in the pharmaceutical and telecom industries.

Areas of interest

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


Journal Articles (refereed)

STREMERSCH, S., GONZÁLEZ, J., VALENTÍ, A., VILLANUEVA, J. (2022). The value of context-specific studies for marketing. Journal of the Academy of Marketing Science. doi:10.1007/s11747-022-00872-9. (Online first)
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.


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.
VALENTÍ VIDAL, A., GONZÁLEZ, J., ERNEST MENDOZA (2020). The Captor Opportunity. IESE, M-1380-E.
VALENTÍ VIDAL, A., GONZÁLEZ, J., ERNEST MENDOZA (2020). La oportunidad Captor. IESE, M-1380.
VILLANUEVA J., J., BALMASEDA, C., GONZÁLEZ, J. (2019). Caesars Entertainment: betting on artificial intelligence. IESE, M-1373-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.