Nora Lado
Full Professor of Marketing
Selected publications
Lado, N., Moshe, K. & Torres, A.: “Evolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis”, Journal of Service Research vol. 11 (4), 2009.
Lado, N., Duque, L. & Álvarez, D.: “Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay”, Journal of Small Business Management vol. 52 (4), October 2013, 602-616.
Lado, N., Álvarez-Gil, M.J., Berrone, P. & Husillos, J.: “Reverse logistics, stakeholders ‘influence, organizational slack, and managers’ posture“, Journal of Business Research vol. 60 (5), 2007, 463-473.
Born in Uruguay, Nora Lado is a marketing researcher who came to the Universidad Carlos III in January 1991 from the Catholic University of Leuven, Belgium, where she completed postgraduate courses in marketing and finance. She studied for her degree in Business Administration (approved in Spain) in Montevideo and obtained a doctorate in marketing from the Universidad Autónoma de Madrid.
Her research covers several topics: measuring the degree of market orientation of companies and its consequences, the study of international marketing strategies, the analysis of student satisfaction and new teaching tools (such as e-Learning), relationship marketing and brand value.
Nora Lado has published, among others, in the Journal of Service Research, Journal of Business Research, Journal of Market Research, European Journal of Marketing, International Marketing Review and International Journal of Service Industry Management.
She has been Vice-Dean of the Bachelor's Degree in Business Administration, and Deputy Director of the Master's Degree in Business Administration of the Universidad Carlos III, co-director of the Online Master's Degree in Commercial Management and Marketing and director of the Institute for Business Development (INDEM). Currently, she is co-director of the Master's Degree in Branded Content and Transmedia Communication UC3M FCP Spain. She is a reviewer for, among others, Marketing Science, Journal of Business Research, International Marketing Review, Revista Española de Investigación en Marketing Esic, Journal of the Academy of Business Education and Investigaciones Económicas. She is also a member of the editorial board of the Revista de Empresas.
Another line of research focuses on the development of educational tools based on virtual marketing simulations: http://marketinggame.uc3m.es/intro/
Lado, N., Ho, H.-C-., Liu, S.-P. & Lee, L.-L.: “Understanding the Role of Attitude Components in Co-branding: A Comparison of Spain and Taiwan” Journal of International Consumer Marketing vol. 31 (3), 2019, 203.
Ho, H.-C., Lado, N. & Rivera-Torres, P.: “Detangling consumer attitudes to better explain co-branding success”, Journal of Product and Brand Management vol. 26 (7), 2017, 704-721
Lado, N., García-Crespo, A., Ceballos, M., González-Carrasco, I. & López-Cuadrado, J.L.: "Innovation in the Spanish Twittersphere: an ontology and stakeholder’s salience analysis” in Brem (ed.) Revolution of Innovation Management The Digital Breakthrough, Ed. Springer, 2016.
Lado, N., Villanueva, D., González, I. & López-Cuadrado, J.L.: "<z, j.l.:="" "<="" span="" style="box-sizing: border-box;">SMORE: Towards a semantic modeling for knowledge representation on social media” Science of Computer Programming vol. 121, June 2016, 16-33</z,>"
Lado, N. & Martos, M.: "Brand Loyalty Using Discrete Choice Models: An Application to the Spanish Market” in Spotts (ed.) Assessing the Different Roles of Marketing Theory and Practice: in the Jaws of Economic Uncertainty, Ed. Springer, 2015.
Lado, N., Duque, L. & Álvarez, D.: “Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay”, Journal of Small Business Management vol. 52 (4), October 2013, 602-616.
Lado, N., Martínez-Ros, E. & Martos, M.: "The power of a package”, Journal of Advertising Research vol. 52 (3), 2012, 364-375.
Lado, N. & Esteban, M.: “Brand Value in Horizontal Alliances: the Case of Twin Cars”, Journal of the Operational Research Society vol. 62 (8), 2011, 1533-1542.
Duque, L. & Lado, N.: “Cross‐cultural comparisons of consumer satisfaction ratings”, International Marketing Review vol. 27 (6), 2010, 676-693.
Lado, N., Labeaga, J. & Martos, M.: “The Double Jeopardy Loyalty Effect Using Discrete Choice Models”, International Journal of Market Research vol. 52 (5), 2010
Lado, N., Moshe, K. & Torres, A.: “Evolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis”, Journal of Service Research vol. 11 (4), 2009.
Lado, N., Labeaga, J. & Martos, M.: “Behavioural loyalty towards store brands”, Journal of Retailing and Consumer Services vol. 14, 2007, 347-356.
Lado, N., Álvarez-Gil, M.J., Berrone, P. & Husillos, J.: "Reverse logistics, stakeholders ‘influence, organizational slack, and managers’ posture", Journal of Business Research vol. 60 (5), 2007, 463-473.
Lado, N., Martínez-Ros, E. & Valenzuela, A.: “Marketing Strategy as an Explanatory Variable of Market Selection: A Simultaneous Modelling Approach”, International Marketing Review vol. 21(6), 2004.
Lado, N., Martínez-Ros, E. & Valenzuela, A.: “Identifying successful marketing strategies by export regional destination”, International Marketing Review vol. 21 (6), 2004, 573-597
Álvarez-Gil, M.J., Cardone-Riportella, C., Lado-Cousté & N., Samartín-Sáenz, M.: "Financial service firms’ entry-mode choice and cultural diversity: Spanish companies in Latin America", International Journal of Bank Marketing vol. 21 (3), 2003, 109-121
Lado, N. & Maydeu-Olivares, A.: “Market Orientation and Economic Performance in the European Insurance Industry: A Mediational Model”, The International Journal of Service Industry Management vol. 14 (3), 2003, 284-309.
Lado, N. & Maydeu-Olivares, A.: “Exploring the link between market orientation and innovation in the European and US insurance markets”, International Marketing Review vol. 18 (2), 2001, 130-144
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