{"id":14523,"date":"2025-10-16T13:01:49","date_gmt":"2025-10-16T11:01:49","guid":{"rendered":"https:\/\/business.uc3m.es\/\/members\/julio-cervino\/"},"modified":"2026-04-20T17:15:05","modified_gmt":"2026-04-20T15:15:05","slug":"julio-cervino","status":"publish","type":"members","link":"https:\/\/business.uc3m.es\/en\/members\/julio-cervino\/","title":{"rendered":"Julio Cervi\u00f1o"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14523\" class=\"elementor elementor-14523 elementor-6750\" data-elementor-post-type=\"members\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8f54a2a e-flex e-con-boxed e-con e-parent\" data-id=\"8f54a2a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-223b1c3 e-con-full e-flex e-con e-child\" data-id=\"223b1c3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t<div class=\"elementor-element elementor-element-4e1665e e-con-full e-flex e-con e-child\" data-id=\"4e1665e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-14c358f elementor-widget-mobile__width-inherit elementor-widget elementor-widget-image\" data-id=\"14c358f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1105\" height=\"1105\" src=\"https:\/\/business.uc3m.es\/wp-content\/uploads\/2025\/11\/perfil-1572268328.png\" class=\"attachment-full size-full wp-image-14202\" alt=\"\" srcset=\"https:\/\/business.uc3m.es\/wp-content\/uploads\/2025\/11\/perfil-1572268328.png 1105w, https:\/\/business.uc3m.es\/wp-content\/uploads\/2025\/11\/perfil-1572268328-300x300.png 300w, https:\/\/business.uc3m.es\/wp-content\/uploads\/2025\/11\/perfil-1572268328-1024x1024.png 1024w, https:\/\/business.uc3m.es\/wp-content\/uploads\/2025\/11\/perfil-1572268328-150x150.png 150w, https:\/\/business.uc3m.es\/wp-content\/uploads\/2025\/11\/perfil-1572268328-768x768.png 768w\" sizes=\"(max-width: 1105px) 100vw, 1105px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f55a075 elementor-widget elementor-widget-spacer\" data-id=\"f55a075\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da32f87 elementor-hidden-mobile elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"da32f87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"mailto:jcervino@emp.uc3m.es\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-envelope\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M464 64H48C21.49 64 0 85.49 0 112v288c0 26.51 21.49 48 48 48h416c26.51 0 48-21.49 48-48V112c0-26.51-21.49-48-48-48zm0 48v40.805c-22.422 18.259-58.168 46.651-134.587 106.49-16.841 13.247-50.201 45.072-73.413 44.701-23.208.375-56.579-31.459-73.413-44.701C106.18 199.465 70.425 171.067 48 152.805V112h416zM48 400V214.398c22.914 18.251 55.409 43.862 104.938 82.646 21.857 17.205 60.134 55.186 103.062 54.955 42.717.231 80.509-37.199 103.053-54.947 49.528-38.783 82.032-64.401 104.947-82.653V400H48z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Email: jcervino@emp.uc3m.es<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-map-marker-alt\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M172.268 501.67C26.97 291.031 0 269.413 0 192 0 85.961 85.961 0 192 0s192 85.961 192 192c0 77.413-26.97 99.031-172.268 309.67-9.535 13.774-29.93 13.773-39.464 0zM192 272c44.183 0 80-35.817 80-80s-35.817-80-80-80-80 35.817-80 80 35.817 80 80 80z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Address \/ Office: C\/ Madrid, 126 - 28903 Getafe (Madrid) Spain \/ 6.0.09<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"tel:+34916249641\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-phone-alt\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M497.39 361.8l-112-48a24 24 0 0 0-28 6.9l-49.6 60.6A370.66 370.66 0 0 1 130.6 204.11l60.6-49.6a23.94 23.94 0 0 0 6.9-28l-48-112A24.16 24.16 0 0 0 122.6.61l-104 24A24 24 0 0 0 0 48c0 256.5 207.9 464 464 464a24 24 0 0 0 23.4-18.6l24-104a24.29 24.29 0 0 0-14.01-27.6z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Phone: (34) 91 624 96 41<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af425d0 elementor-hidden-mobile elementor-widget elementor-widget-spacer\" data-id=\"af425d0\" data-element_type=\"widget\" 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275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z\"><\/path><\/svg>\t\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\n\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t\t<a href=\"https:\/\/x.com\/uc3m_business?lang=es\">\n\t\t\t\t\t\t\tBUSINESS UC3M\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9bf7296 e-con-full e-flex e-con e-child\" data-id=\"9bf7296\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8c0d9f2 elementor-widget elementor-widget-heading\" data-id=\"8c0d9f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Julio Cervi\u00f1o<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d05b03 elementor-widget elementor-widget-heading\" data-id=\"0d05b03\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Professor of Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d46871 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"0d46871\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Selected publications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-929ac12 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"929ac12\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5e5b29 elementor-widget elementor-widget-text-editor\" data-id=\"d5e5b29\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Cervi\u00f1o, J., Chetty, S. &amp; Mart\u00edn Mart\u00edn, O. : &#8220;Imposible is nothing: Entrepreneurship in Cuba and small firms\u00b4 business performance&#8221;,<b> Journal of Small Business Managemen<\/b>t, March 2024.<a href=\"https:\/\/doi.org\/10.1080\/00472778.2024.2322991\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.1080\/00472778.2024.2322991<\/a><\/p><p>Palomino, W. Timana, J. &amp; Cervi\u00f1o, J.: \u201c<a href=\"https:\/\/journals.sagepub.com\/doi\/abs\/10.1177\/1069031X20943533\" target=\"_blank\" rel=\"noopener\">The Firm Value and Marketing Intensity Decision in Conditions of Financial Constraint: A Comparative Study of the United States and Latin America<\/a>\u201d, <b><i>Journal of International Marketing<\/i><\/b>, vol. 28 (3), 2020, 21-39.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201c<a href=\"https:\/\/www.researchgate.net\/publication\/320292843_La_experiencia_de_gestion_o_la_notoriedad_de_marca_Que_impacta_mas_en_la_internacionalizacion_de_las_cadenas_de_franquicias_de_servicios_espanolas_Management_experience_or_brand_awareness_Which_impact\" target=\"_blank\" rel=\"noopener\">Management experience or brand awareness? Which impacts more on the international of Spanish franchise service chains<\/a>\u201d, <b><i>Emprendimiento y Negocios Internacionales<\/i><\/b> vol. 2 (1), 2017, 20-31.<\/p><p>Cervi\u00f1o, J. &amp; Wasington, M.: \u201c<a href=\"https:\/\/www.researchgate.net\/publication\/320589146_Trademark_dilution_Comparing_the_effects_of_blurring_and_tarnishment_cases_over_brand_equity\" target=\"_blank\" rel=\"noopener\">Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity<\/a>\u201d, <b><i>Management &amp; Marketing Journal &#8211; Challenges for the Knowledge Society<\/i><\/b> vol. 10 (2), 2017, 90-103.<\/p><p>Cervi\u00f1o, J., S\u00e1nchez-Herrar, J., Serra, A., Anthony and Baena, V.: \u201cInternacionalizaci\u00f3n de las Cadenas Hoteleras Espa\u00f1olas: Formas de Entrada y Resultados\u201d (Internationalization of Spanish Hotel Chains: Entry Methods and Results), <b><i>Informaci\u00f3n Comercial Espa\u00f1ola ICE<\/i><\/b> vol. 894, 2017, 101-216.<\/p><p>Cervi\u00f1o, J. &amp; Washington, M.: \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2444969517300057\" target=\"_blank\" rel=\"noopener\">Trademark Dilution and its practical effect on purchase decision<\/a>\u201d, <b><i>Spanish Journal of Marketing, ESIC Elsevier (SJME)<\/i><\/b>, vol. 21, 2017, 1-13.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201c<a href=\"https:\/\/www.researchgate.net\/publication\/276098998_Nuevas_dimensiones_y_problematicas_en_el_ambito_de_la_creacion_y_gestion_de_marcas\" target=\"_blank\" rel=\"noopener\">Nuevas dimensiones y problem\u00e1ticas en el \u00e1mbito de la creaci\u00f3n y gesti\u00f3n de marcas<\/a>\u201d (New dimensions and problems in the field of brand creation and management), <b><i>Cuadernos de Estudios Empresariales<\/i><\/b>, vol. 24, 2014, 11-50.<\/p><p>Cervi\u00f1o, J., Mattera, M. &amp; Baena, V.: &#8220;<a href=\"https:\/\/www.researchgate.net\/publication\/262944341_Investing_time_wisely_Enhancing_brand_awareness_through_stakeholder_engagement_in_the_service_sector\" target=\"_blank\" rel=\"noopener\">Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector<\/a>\u201d, <b><i>International Journal of Management Practice<\/i><\/b> vol. 7 (2), 2014, 126\u2013143.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201c<a href=\"https:\/\/www.researchgate.net\/publication\/262944305_International_Franchising_Decision-Making_A_Model_for_Country_Choice\" target=\"_blank\" rel=\"noopener\">International Franchising Decision-Making: A Model for Country Choice<\/a>\u201d <i><b>Latin American Business Review<\/b><\/i> vol. 15, 2014, 13-43.<\/p><p>Cervi\u00f1o, J. &amp; Dur\u00e1n-Herrera, J.J.: \u201c<a href=\"https:\/\/dialnet.unirioja.es\/servlet\/autor?codigo=173920\" target=\"_blank\" rel=\"noopener\">La Marca en la orientaci\u00f3n de la Empresa a la Creaci\u00f3n de Valor<\/a>\u201d (The Brand in the orientation of the Company to Value Creation), <b><i>Economistas Revista del Ilustre Colegio de Economistas de Madrid<\/i><\/b> vol. 134, 2013, 6-14.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b57f65e uael-faq-box-layout-yes align-at-left elementor-widget elementor-widget-uael-faq\" data-id=\"b57f65e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"uael-faq.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t\t\t<div id='uael-faq-wrapper-190' class=\"uael-faq-wrapper\">\n\t\t\t\t<div class=\"uael-faq-container uael-faq-layout-accordion\" data-layout=\"accordion\" >\n\t\t\t\t\t\t\t\t\t\t\t\t<div id=\"uael-accordion-9984785\" class=\"uael-faq-accordion\" role=\"tablist\">\n\t\t\t\t\t\t\t\t<div class= \"uael-accordion-title\" aria-expanded=\"false\" role=\"tab\">\n\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon uael-accordion-icon-left\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-angle-right\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-angle-up\" viewBox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M177 159.7l136 136c9.4 9.4 9.4 24.6 0 33.9l-22.6 22.6c-9.4 9.4-24.6 9.4-33.9 0L160 255.9l-96.4 96.4c-9.4 9.4-24.6 9.4-33.9 0L7 329.7c-9.4-9.4-9.4-24.6 0-33.9l136-136c9.4-9.5 24.6-9.5 34-.1z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"uael-question-9984785 uael-question-span\" tabindex=\"0\" id=\"uael-faq-1-6a613f1958229\">Bio<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"uael-accordion-content\" role=\"tabpanel\">\n\t\t\t\t\t\t\t\t\t<span>\n\t\t\t\t\t\t\t\t\t<span><p>Julio Cervi\u00f1o 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 Aut\u00f3noma 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 Aut\u00f3noma 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.   <br><br>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.  <br><br>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 Econom\u00eda Espa\u00f1ola, 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, \u201cMarketing Internacional: Nuevas Perspectivas para un Mercado Globalizado\u201d (International Marketing: New Perspectives for a Globalized Market), published by Pir\u00e1mide, and published in 2006, has been reissued in 2008, 2010 and 2012, with a new, highly updated edition in 2014.  <br><br>His book \u201cGrandes Marcas de Espa\u00f1a\u201d (Great Brands of Spain) (2003), published by the Spanish Institute of Foreign Trade, has been translated into English, Japanese and Chinese. Julio Cervi\u00f1o 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 \u201cBest Paper in International Marketing Award\u201d, 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 C\u00edrculo de Empresarios de Espa\u00f1a on Economic Research, for the work \u201c\u201cThe External Image of Spain and Competitiveness: A necessary action plan for the future of the Spanish economy and companies\u201d, carried out jointly with professors Jaime Rivera and Rub\u00e9n Marcos.  <br><br>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.<br><br>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, Bacard\u00ed, Carrefour, Catenon, Colliers Real State, Cortefiel, Diageo (J&amp;B), ICEX, LexisNexis, Licor 43 (Grupo Zamora), Mediamarkt, Musaat, Mutua Madrile\u00f1a, Nautica, Nike, Osborne, Sotheby\u00b4s, 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).    <\/p><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div id=\"uael-accordion-a14a01d\" class=\"uael-faq-accordion\" role=\"tablist\">\n\t\t\t\t\t\t\t\t<div class= \"uael-accordion-title\" aria-expanded=\"false\" role=\"tab\">\n\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon uael-accordion-icon-left\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-angle-right\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-angle-up\" viewBox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M177 159.7l136 136c9.4 9.4 9.4 24.6 0 33.9l-22.6 22.6c-9.4 9.4-24.6 9.4-33.9 0L160 255.9l-96.4 96.4c-9.4 9.4-24.6 9.4-33.9 0L7 329.7c-9.4-9.4-9.4-24.6 0-33.9l136-136c9.4-9.5 24.6-9.5 34-.1z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"uael-question-a14a01d uael-question-span\" tabindex=\"0\" id=\"uael-faq-2-6a613f19582fe\">Publications<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"uael-accordion-content\" role=\"tabpanel\">\n\t\t\t\t\t\t\t\t\t<span>\n\t\t\t\t\t\t\t\t\t<span><p>Cervi\u00f1o, J., Chetty, S. &amp; Mart\u00edn Mart\u00edn, O. : \"Imposible is nothing:<br>Entrepreneurship in Cuba and small firms\u00b4 business performance\",<br><b>Journal of Small Business Management<\/b>, March 2024.<a href=\"https:\/\/doi.org\/10.1080\/00472778.2024.2322991\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.1080\/00472778.2024.2322991<\/a><\/p><p>Palomino, W. Timana, J. &amp; Cervi\u00f1o, J.: \u201cThe Firm Value and Marketing Intensity Decision in Conditions of Financial Constraint: A Comparative Study of the United States and Latin America\u201d, <b><i>Journal of International Marketing<\/i><\/b>, vol. 28 (3), 2020, 21-39.<\/p><p>Cervi\u00f1o, J., Nu\u00f1ez-Barripedro, E &amp; Ravina-Rippol, R.: \u201cLa marca en el sector de la alimentaci\u00f3n en Espa\u00f1a. Un activo intangible que incrementa la competitividad en las empresas\u201d (The brand in the food sector in Spain. An intangible asset that increases competitiveness in companies), <b><i>Revista de Administraci\u00f3n y Organizaci\u00f3n, Universidad Aut\u00f3noma Metropolitana, M\u00e9xico<\/i><\/b>, vol. 40, 2018.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cManagement experience or brand awareness? Which impacts more on the international of Spanish franchise service chains\u201d, <b><i>Emprendimiento y Negocios Internacionales<\/i><\/b> vol. 2 (1), 2017, 20-31.<\/p><p>Cervi\u00f1o, J. &amp; Wasington, M.: \u201cTrademark dilution: comparing the effects of blurring and tarnishment cases over brand equity\u201d, <b><i>Management &amp; Marketing Journal - Challenges for the Knowledge Society<\/i><\/b> vol. 10 (2), 2017, 90-103.<\/p><p>Cervi\u00f1o, J., S\u00e1nchez-Herrara, J., Serra, A., Anthony and Baena, V.: \u201cInternacionalizaci\u00f3n de las Cadenas Hoteleras Espa\u00f1olas: Formas de Entrada y Resultados\u201d (Internationalization of Spanish Hotel Chains: Entry Methods and Results), <b><i>Informaci\u00f3n Comercial Espa\u00f1ola ICE<\/i><\/b> vol. 894, 2017, 101-216.<\/p><p>Cervi\u00f1o, J. &amp; Washington, M.: \u201cTrademark Dilution and its practical effect on purchase decision\u201d, <b><i>Spanish Journal of Marketing, ESIC Elsevier (SJME)<\/i><\/b>, vol. 21, 2017, 1-13.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cNuevas dimensiones y problem\u00e1ticas en el \u00e1mbito de la creaci\u00f3n y gesti\u00f3n de marcas\u201d (New dimensions and problems in the field of brand creation and management), <b><i>Cuadernos de Estudios Empresariales<\/i><\/b>, vol. 24, 2014, 11-50.<\/p><p>Cervi\u00f1o, J., Mattera, M. &amp; Baena, V.: \"Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector\u201d, <b><i>International Journal of Management Practice<\/i><\/b> vol. 7 (2), 2014, 126\u2013143.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cInternational Franchising Decision-Making: A Model for Country Choice\u201d <i><b>Latin American Business Review<\/b><\/i> vol. 15, 2014, 13-43.<\/p><p>Cervi\u00f1o, J. &amp; Dur\u00e1n-Herrera, J.J.: \u201cLa Marca en la orientaci\u00f3n de la Empresa a la Creaci\u00f3n de Valor\u201d (The Brand in the orientation of the Company to Value Creation), <b><i>Economistas Revista del Ilustre Colegio de Economistas de Madrid<\/i><\/b> vol. 134, 2013, 6-14.  <\/p><p>Cervi\u00f1o, J., Mattera, M. &amp; Baena, V.: \u201cAnalyzing Social Responsability as a driver of firm\u00b4s brand awareness\u201d <b><i>Procedia \u2013 Social and Behavioral Science<\/i><\/b>, vol. 58, 2012, 1121-1130.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cEl desplazamiento del Centro y la Globalizaci\u00f3n de las Marcas: Retos para los gestores de marcas\u201d (The displacement of the Center and the Globalization of Brands: Challenges for brand managers) <b><i>Harvard Deusto Marketing &amp; Ventas<\/i><\/b>, 2012, 6-13.  <\/p><p>  Cervi\u00f1o, J. &amp; Dur\u00e1n-Herra, J.J.: \u201cLa Marca como activo estrat\u00e9gico de la empresa espa\u00f1ola: Posici\u00f3n Actual y Perspectivas\u201d (The Brand as a strategic asset of the Spanish company: Current Position and Perspectives), <i><b>Papeles de Econom\u00eda Espa\u00f1ola<\/b> <\/i>vol. 132, 2012, 82-96.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cInternational Franchise Expansion of Service Chains: Insights from the Spanish Market\", <b><i>The Service Industries Journal<\/i><\/b> vol. 32 (7), 2012, 1-16.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cGesti\u00f3n Estrat\u00e9gica de la Marca en el mundo del vino\u201d (Strategic Brand Management in the world of wine), <b><i>Spanish Journal of Rural Development<\/i><\/b> vol. 3 (especial 1:1), 2012, 1- 18.  <\/p><p>Cervi\u00f1o, J. &amp; Nu\u00f1ez-Barriopedro, E.: \u201cValoraci\u00f3n del renombre de las marcas deportivas: Un an\u00e1lisis emp\u00edrico para las marcas espa\u00f1olas de Club de F\u00fatbol\u201d (Valuation of the renown of sports brands: An empirical analysis for Spanish Football Club brands), <b><i>Revista Internacional de Derecho y Gesti\u00f3n del Deporte (2011 - International Journal of Sports Law &amp; Management <\/i><\/b>vol. 16 (octubre-diciembre), 2011, 3-21.  <\/p><p>Cervi\u00f1o, J. &amp; Mart\u00edn, O.: \u201cTowards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model\u201d, <b><i>International Marketing Review<\/i><\/b> vol. 28 (6), 2011.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cIdent\u0131fy\u0131ng The Factors Dr\u0131v\u0131ng Market Select\u0131on In Lat\u0131n Amer\u0131ca\u201d, <b><i>Journal of Global Strategic Management<\/i><\/b> vol. 9, 2011, 5-13.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cLa Globalizaci\u00f3n de las Marcas y la Competitividad: Tendencias y retos para las marcas espa\u00f1olas\u201d (The Globalization of Brands and Competitiveness: Trends and challenges for Spanish brands), <b><i>Econom\u00eda Industrial<\/i><\/b> vol. 279, 2011, 93-106.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cSelecci\u00f3n de Mercados en la expansi\u00f3n internacional de la franquicia espa\u00f1ola\u201d (Market Selection in the international expansion of the Spanish franchise), <b>Informaci\u00f3n Comercial Espa\u00f1ola<\/b>, vol. 857, 2010, 183-200.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cEl Efecto de la Experiencia, Tipo de Actividad y Renombre de Marcas sobre la Expansi\u00f3n y Grado de Intensidad Internacional de la Franquicia Espa\u00f1ola\" (The Effect of Experience, Type of Activity and Brand Renown on the Expansion and Degree of International Intensity of the Spanish Franchise), <b><i>Revista Espa\u00f1ola de Investigaci\u00f3n en Marketing (REIM)<\/i><\/b> vol. 14 (2), 2010, 67-89.  <\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \"La internalizaci\u00f3n de la franquicia espa\u00f1ola y sus formas de penetraci\u00f3n de mercados\" (The internationalization of the Spanish franchise and its forms of market penetration),<i> <b>Cuadernos de Econom\u00eda y Direcci\u00f3n de Empresas \u2013 CEDE<\/b><\/i> vol. 40 (septiembre), 2009, 1-6.  <\/p><p>Cervi\u00f1o, J., Rivera, J. &amp; Molero, V.: \"\u00bfQui\u00e9n interesa que invierta en Espa\u00f1a?: La inversi\u00f3n extranjera directa de Latinoam\u00e9rica en Espa\u00f1a. Tendencias recientes y perspectivas\" (Who is interested in investing in Spain?: Foreign direct investment from Latin America in Spain. Recent trends and perspectives), <i><b>Revista de Globalizaci\u00f3n, Competitividad y Gobernabilidad<\/b><\/i> vol. 3 (2), 2009, 108-125.  <\/p><p>Cervi\u00f1o, J.: \"La Globalizaci\u00f3n de las marcas espa\u00f1olas: estrategia internacional e imagen de marca del Santander\u201d (The Globalization of Spanish brands: international strategy and brand image of Santander), <b><i>Universia Business Review<\/i><\/b> vol. 17, 2008, 60-73.  <\/p><p>Cervi\u00f1o, J. &amp; Rivera, J.: \"La Globalizaci\u00f3n de las marcas espa\u00f1olas: liderazgo y notoriedad internacional\" (The Globalization of Spanish brands: leadership and international notoriety), <b><i>Informaci\u00f3n Comercial Espa\u00f1ola, ICE: Revista de Econom\u00eda<\/i><\/b> vol. 839, 2007, 121-139.<\/p><p>Cervi\u00f1o, J., Cubillo, J.M. &amp; S\u00e1nchez-Herrera, J.: \"International Students' Decision-Making Process\",<b> <i>International Journal of Educational Management<\/i><\/b> vol. 20 (2), 2006, 101-115.<\/p><p>Cervi\u00f1o, J., Cubillo, J.M. &amp; Cruz-Roche, I.: \u201cBrand Alliances: A Conceptual Model of Strategic Analysis\u201d, <b><i>Journal of Brand Management, Icfai Press<\/i><\/b>, vol. 2 (2), 2005.<\/p><p>Cervi\u00f1o, J. &amp; Cubillo, J.M.: \u201cHotel and Tourism Development in Cuba: Opportunities, Management Challenges and Future Trends\u201d, <b><i>Cornell Hotel and Restaurant Administration Quarterly<\/i><\/b>, vol. 26, 2005, 1-24.  <\/p><p>Cervi\u00f1o, J. &amp; Bonache, J.: \u201cCuban Retailing: From a Centrally planned to a Mixed Dual System\u201d,<i> <b>International Journal of Retail and Distribution Management<\/b><\/i>, vol. 33 (1), 2005, 79-94.  <\/p><p>Cervi\u00f1o, J. &amp; Cubillo, J.M.: \u201cInternational Entrepreneurship in Local SMEs Suppliers Networks\u201d, <b><i>The International Journal of Entrepreneurship and Innovation<\/i><\/b> vol. 5 (4), 2004, 231-239.<\/p><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4af42ad e-flex e-con-boxed e-con e-parent\" data-id=\"4af42ad\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-aa5b69f elementor-hidden-desktop elementor-hidden-tablet e-con-full e-flex e-con e-child\" data-id=\"aa5b69f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-04974f2 elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"04974f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"mailto:jcervino@emp.uc3m.es\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-envelope\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M464 64H48C21.49 64 0 85.49 0 112v288c0 26.51 21.49 48 48 48h416c26.51 0 48-21.49 48-48V112c0-26.51-21.49-48-48-48zm0 48v40.805c-22.422 18.259-58.168 46.651-134.587 106.49-16.841 13.247-50.201 45.072-73.413 44.701-23.208.375-56.579-31.459-73.413-44.701C106.18 199.465 70.425 171.067 48 152.805V112h416zM48 400V214.398c22.914 18.251 55.409 43.862 104.938 82.646 21.857 17.205 60.134 55.186 103.062 54.955 42.717.231 80.509-37.199 103.053-54.947 49.528-38.783 82.032-64.401 104.947-82.653V400H48z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Email: jcervino@emp.uc3m.es<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-map-marker-alt\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M172.268 501.67C26.97 291.031 0 269.413 0 192 0 85.961 85.961 0 192 0s192 85.961 192 192c0 77.413-26.97 99.031-172.268 309.67-9.535 13.774-29.93 13.773-39.464 0zM192 272c44.183 0 80-35.817 80-80s-35.817-80-80-80-80 35.817-80 80 35.817 80 80 80z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Address \/ Office: C\/ Madrid, 126 - 28903 Getafe (Madrid) Spain \/ 6.0.09<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"tel:+34916249641\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-phone-alt\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M497.39 361.8l-112-48a24 24 0 0 0-28 6.9l-49.6 60.6A370.66 370.66 0 0 1 130.6 204.11l60.6-49.6a23.94 23.94 0 0 0 6.9-28l-48-112A24.16 24.16 0 0 0 122.6.61l-104 24A24 24 0 0 0 0 48c0 256.5 207.9 464 464 464a24 24 0 0 0 23.4-18.6l24-104a24.29 24.29 0 0 0-14.01-27.6z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Phone: (34) 91 624 96 41<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-771947b elementor-view-default elementor-position-block-start elementor-mobile-position-block-start elementor-widget 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UC3M\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p 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