Universidad Carlos III de Madrid - UC3M

Julio Cerviño is an Associate Professor of Marketing at the Department of Business Administration at Carlos III University. He holds a Ph.D. in Business Administration from the University Autonoma of Madrid, an International MBA from Washington University (USA), a MBA from University Autonoma of Madrid, and a Bachelor in Economics from University of Santiago de Compostela. He teaches International Marketing, Strategic Marketing and Brand Management to undergraduate and postgraduate students.

His research interests are focused on international brand management, brand economic and financial valuation and dilution, internationalization strategies and marketing in transactional economies and emerging markets. At present, his research examines techniques for economic and financial valuation of brands, trademark dilution measurements, and the effects of country of origin and brand management. Furthermore, a new line of research is focused on marketing strategies in transactional and emerging economies, mainly in retailing and hotel business. His most recent research (2004-2008) has been published in specialized international journals, such as the International Journal of Entrepreneurship and Innovation, International Journal of Management, International Journal of Retail and Distribution Management, Cornell Hotel and Restaurant Administration Quarterly, The Journal of Brand Management and the Journal and The Journal of the Academy of Business.

His most recent book, “Marketing Internacional: Nuevas Perspectivas para un Mercado Globalizado”, published by Piramide Publishing in Madrid in 2006, has been reedited in 2008, including a CD with audiovisual support, cases and other materials for professors. His books “Brands of Spain” (2003), edited by the Spanish Institute of Foreign Trade, has been translated into Spanish, Japanese and Chinese. Julio Cerviño participates also as an ad hoc reviewer for several Spanish and international academic journals and is a lecturer in different national and international business events. His most recent academic awards have been the “Best Paper in International Marketing Award”, sponsored by the International Marketing Review Journal in the Annual Conference of the Academy of International Business, celebrated in Milan (Italy) in July 2008 and the 12th. Annual Economic Research Prize (2009) awarded by the Spanish Entrepreneurship Society for the book: “Competitiveness and the Foreign Image of Spain: A necessary action plan for the future of the Spanish economy and companies” (in collaboration with Professors Jaime Rivera and Ruben Marcos).

He is currently the Co-director of the Master in International Management (International MBA) at the University Carlos III and has been during four years the Director of the University´s Hotel Business School, in charged of the Graduate Studies in Hotel and Restaurant Management.

In addition to his teaching and research activities, he is a consultant on brand management and valuation and international marketing for different public and private institutions. He has been appointed as a permanent advisor to the Spanish Association of Well-known Brands, under the auspices of the Ministry of Industry, Tourism and Commerce. He is also an expert advisor on trademark issues for different Judicial Courts in Spain and for several law bureaus. As a consultant, he has provided expert analysis and research reports for such well-known brands as Nike, Diageo (J&B), Cortefiel, Osborne, Catenon, LexixNexis, Nautica, Colliers Real State, ICEX, among others. Professionally, he has worked for several multinational companies, including McDonnell Douglas Corporation (USA), Caterpillar Inc. (USA) and Maritz Ltd. (UK).

Versión en español