Julio Cerviño

Julio Cerviño is a professor of Marketing and Market Research in the Business Economics Department at the Universidad Carlos III de Madrid. He holds a doctorate in Economics and Business Administration from the Universidad Autónoma de Madrid. He also has a Master's in International Business from the University of Washington (USA), a Master's in Business Administration from the Universidad Autónoma de Madrid, and a degree in Economics from the University of Santiago de Compostela. His teaching focuses on the areas of International Marketing, Strategic Marketing and Brand Management, both at undergraduate and postgraduate levels.

His areas of academic interest focus on the international management of brands, economic and financial valuation of brands and other intangibles, internationalization strategies, and business management in transition and emerging economies. His research is currently focused on economic and financial valuation methodologies for brands and intangibles, statistical techniques for calculating brand dilution, value creation through brands, and the relationship between the value of national brands, business internationalization, and country image. Likewise, another area of interest focuses on marketing strategies in transition economies and emerging markets.

His research has been published in various specialized academic journals. The most recent have been published in the Journal of International Marketing, Journal of Small Business Management, International Marketing Review, The Service Industries Journal, Papeles de Economía Española, International Journal of Management Practice, 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 of the Academy of Business. His most recent book, “Marketing Internacional: Nuevas Perspectivas para un Mercado Globalizado” (International Marketing: New Perspectives for a Globalized Market), published by Pirámide, and published in 2006, has been reissued in 2008, 2010 and 2012, with a new, highly updated edition in 2014.

His book “Grandes Marcas de España” (Great Brands of Spain) (2003), published by the Spanish Institute of Foreign Trade, has been translated into English, Japanese and Chinese. Julio Cerviño also participates as an anonymous ad hoc reviewer for different Spanish and international journals and is a speaker at various business forums. His most recent academic awards have been the “Best Paper in International Marketing Award”, awarded by the International Marketing Review magazine at the Annual Conference of the Academy of International Business, held in Milan, in July 2008 and the XII Annual 2009 Prize of the Círculo de Empresarios de España on Economic Research, for the work ““The External Image of Spain and Competitiveness: A necessary action plan for the future of the Spanish economy and companies”, carried out jointly with professors Jaime Rivera and Rubén Marcos.

Currently, he is Co-director of the Master's in International Business Management at the Universidad Carlos III de Madrid, co-director of the International Research Group in Marketing and International Competitiveness (www.MarketinGroup.es) and for four years he was the director of the University's School of Hospitality, directing the Higher Studies in Hotel and Restaurant Business Management.

In addition to his teaching and research work, he provides consulting services for different public and private institutions. He has been appointed permanent advisor to the Leading Brands of Spain Forum (an entity sponsored by the Ministry of Industry, Tourism and Commerce), and acts as an expert witness for various higher courts of justice in Spain and law firms, in the areas of valuation of intangibles (brands, patents and intellectual property rights) and damages in matters of unfair competition. As a consultant and technical expert, he has carried out work for companies and brands of international renown, such as Apple, Bacardí, Carrefour, Catenon, Colliers Real State, Cortefiel, Diageo (J&B), ICEX, LexisNexis, Licor 43 (Grupo Zamora), Mediamarkt, Musaat, Mutua Madrileña, Nautica, Nike, Osborne, Sotheby´s, and Zara, among many others. Professionally, he has worked in the area of international marketing in different multinational companies, including McDonnell Douglas Corporation (USA), Caterpillar Inc. (USA) and Maritz Ltd. (United Kingdom).

Cerviño, J., Chetty, S. & Martín Martín, O. : "Imposible is nothing:
Entrepreneurship in Cuba and small firms´ business performance",
Journal of Small Business Management, March 2024.https://doi.org/10.1080/00472778.2024.2322991

Palomino, W. Timana, J. & Cerviño, J.: “The Firm Value and Marketing Intensity Decision in Conditions of Financial Constraint: A Comparative Study of the United States and Latin America”, Journal of International Marketing, vol. 28 (3), 2020, 21-39.

Cerviño, J., Nuñez-Barripedro, E & Ravina-Rippol, R.: “La marca en el sector de la alimentación en España. Un activo intangible que incrementa la competitividad en las empresas” (The brand in the food sector in Spain. An intangible asset that increases competitiveness in companies), Revista de Administración y Organización, Universidad Autónoma Metropolitana, México, vol. 40, 2018.

Cerviño, J. & Baena, V.: “Management experience or brand awareness? Which impacts more on the international of Spanish franchise service chains”, Emprendimiento y Negocios Internacionales vol. 2 (1), 2017, 20-31.

Cerviño, J. & Wasington, M.: “Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity”, Management & Marketing Journal - Challenges for the Knowledge Society vol. 10 (2), 2017, 90-103.

Cerviño, J., Sánchez-Herrara, J., Serra, A., Anthony and Baena, V.: “Internacionalización de las Cadenas Hoteleras Españolas: Formas de Entrada y Resultados” (Internationalization of Spanish Hotel Chains: Entry Methods and Results), Información Comercial Española ICE vol. 894, 2017, 101-216.

Cerviño, J. & Washington, M.: “Trademark Dilution and its practical effect on purchase decision”, Spanish Journal of Marketing, ESIC Elsevier (SJME), vol. 21, 2017, 1-13.

Cerviño, J. & Baena, V.: “Nuevas dimensiones y problemáticas en el ámbito de la creación y gestión de marcas” (New dimensions and problems in the field of brand creation and management), Cuadernos de Estudios Empresariales, vol. 24, 2014, 11-50.

Cerviño, J., Mattera, M. & Baena, V.: "Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector”, International Journal of Management Practice vol. 7 (2), 2014, 126–143.

Cerviño, J. & Baena, V.: “International Franchising Decision-Making: A Model for Country Choice” Latin American Business Review vol. 15, 2014, 13-43.

Cerviño, J. & Durán-Herrera, J.J.: “La Marca en la orientación de la Empresa a la Creación de Valor” (The Brand in the orientation of the Company to Value Creation), Economistas Revista del Ilustre Colegio de Economistas de Madrid vol. 134, 2013, 6-14.

Cerviño, J., Mattera, M. & Baena, V.: “Analyzing Social Responsability as a driver of firm´s brand awareness” Procedia – Social and Behavioral Science, vol. 58, 2012, 1121-1130.

Cerviño, J. & Baena, V.: “El desplazamiento del Centro y la Globalización de las Marcas: Retos para los gestores de marcas” (The displacement of the Center and the Globalization of Brands: Challenges for brand managers) Harvard Deusto Marketing & Ventas, 2012, 6-13.

Cerviño, J. & Durán-Herra, J.J.: “La Marca como activo estratégico de la empresa española: Posición Actual y Perspectivas” (The Brand as a strategic asset of the Spanish company: Current Position and Perspectives), Papeles de Economía Española vol. 132, 2012, 82-96.

Cerviño, J. & Baena, V.: “International Franchise Expansion of Service Chains: Insights from the Spanish Market", The Service Industries Journal vol. 32 (7), 2012, 1-16.

Cerviño, J. & Baena, V.: “Gestión Estratégica de la Marca en el mundo del vino” (Strategic Brand Management in the world of wine), Spanish Journal of Rural Development vol. 3 (especial 1:1), 2012, 1- 18.

Cerviño, J. & Nuñez-Barriopedro, E.: “Valoración del renombre de las marcas deportivas: Un análisis empírico para las marcas españolas de Club de Fútbol” (Valuation of the renown of sports brands: An empirical analysis for Spanish Football Club brands), Revista Internacional de Derecho y Gestión del Deporte (2011 - International Journal of Sports Law & Management vol. 16 (octubre-diciembre), 2011, 3-21.

Cerviño, J. & Martín, O.: “Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model”, International Marketing Review vol. 28 (6), 2011.

Cerviño, J. & Baena, V.: “Identıfyıng The Factors Drıvıng Market Selectıon In Latın Amerıca”, Journal of Global Strategic Management vol. 9, 2011, 5-13.

Cerviño, J. & Baena, V.: “La Globalización de las Marcas y la Competitividad: Tendencias y retos para las marcas españolas” (The Globalization of Brands and Competitiveness: Trends and challenges for Spanish brands), Economía Industrial vol. 279, 2011, 93-106.

Cerviño, J. & Baena, V.: “Selección de Mercados en la expansión internacional de la franquicia española” (Market Selection in the international expansion of the Spanish franchise), Información Comercial Española, vol. 857, 2010, 183-200.

Cerviño, J. & Baena, V.: “El Efecto de la Experiencia, Tipo de Actividad y Renombre de Marcas sobre la Expansión y Grado de Intensidad Internacional de la Franquicia Española" (The Effect of Experience, Type of Activity and Brand Renown on the Expansion and Degree of International Intensity of the Spanish Franchise), Revista Española de Investigación en Marketing (REIM) vol. 14 (2), 2010, 67-89.

Cerviño, J. & Baena, V.: "La internalización de la franquicia española y sus formas de penetración de mercados" (The internationalization of the Spanish franchise and its forms of market penetration), Cuadernos de Economía y Dirección de Empresas – CEDE vol. 40 (septiembre), 2009, 1-6.

Cerviño, J., Rivera, J. & Molero, V.: "¿Quién interesa que invierta en España?: La inversión extranjera directa de Latinoamérica en España. Tendencias recientes y perspectivas" (Who is interested in investing in Spain?: Foreign direct investment from Latin America in Spain. Recent trends and perspectives), Revista de Globalización, Competitividad y Gobernabilidad vol. 3 (2), 2009, 108-125.

Cerviño, J.: "La Globalización de las marcas españolas: estrategia internacional e imagen de marca del Santander” (The Globalization of Spanish brands: international strategy and brand image of Santander), Universia Business Review vol. 17, 2008, 60-73.

Cerviño, J. & Rivera, J.: "La Globalización de las marcas españolas: liderazgo y notoriedad internacional" (The Globalization of Spanish brands: leadership and international notoriety), Información Comercial Española, ICE: Revista de Economía vol. 839, 2007, 121-139.

Cerviño, J., Cubillo, J.M. & Sánchez-Herrera, J.: "International Students' Decision-Making Process", International Journal of Educational Management vol. 20 (2), 2006, 101-115.

Cerviño, J., Cubillo, J.M. & Cruz-Roche, I.: “Brand Alliances: A Conceptual Model of Strategic Analysis”, Journal of Brand Management, Icfai Press, vol. 2 (2), 2005.

Cerviño, J. & Cubillo, J.M.: “Hotel and Tourism Development in Cuba: Opportunities, Management Challenges and Future Trends”, Cornell Hotel and Restaurant Administration Quarterly, vol. 26, 2005, 1-24.

Cerviño, J. & Bonache, J.: “Cuban Retailing: From a Centrally planned to a Mixed Dual System”, International Journal of Retail and Distribution Management, vol. 33 (1), 2005, 79-94.

Cerviño, J. & Cubillo, J.M.: “International Entrepreneurship in Local SMEs Suppliers Networks”, The International Journal of Entrepreneurship and Innovation vol. 5 (4), 2004, 231-239.