{"id":6750,"date":"2025-10-16T13:01:49","date_gmt":"2025-10-16T13:01:49","guid":{"rendered":"https:\/\/business.uc3m.es\/\/?post_type=members&#038;p=6750"},"modified":"2026-04-20T17:16:03","modified_gmt":"2026-04-20T15:16:03","slug":"julio-cervino","status":"publish","type":"members","link":"https:\/\/business.uc3m.es\/es\/members\/julio-cervino\/","title":{"rendered":"Julio Cervi\u00f1o"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6750\" class=\"elementor 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\" 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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\">Direcci\u00f3n \/ oficina: 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\">Tel\u00e9fono: (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\">Profesor de 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\">Publicaciones seleccionadas<\/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. : \u00abImposible is nothing: Entrepreneurship in Cuba and small firms\u00b4 business performance\u00bb,<b>\u00a0Journal 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,\u00a0<b><i>Journal of International Marketing<\/i><\/b>, vol. 28 (3), \u00a02020, 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,\u00a0<b><i>Emprendimiento y Negocios Internacionales<\/i><\/b>\u00a0vol. 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,\u00a0<b><i>Management &amp; Marketing Journal &#8211; Challenges for the Knowledge Society<\/i><\/b>\u00a0vol. 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,\u00a0<b><i>Informaci\u00f3n Comercial Espa\u00f1ola ICE<\/i><\/b>\u00a0vol. 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,\u00a0<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,\u00a0<b><i>Cuadernos de Estudios Empresariales<\/i><\/b>, vol. 24, 2014, 11-50.<\/p><p>Cervi\u00f1o, J., Mattera, M. &amp; Baena, V.: \u00ab<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,\u00a0<b><i>International Journal of Management Practice<\/i><\/b>\u00a0vol. 7 (2), 2014, 126\u2013143.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.:\u00a0\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\u00a0<i><b>Latin American Business Review<\/b><\/i>\u00a0vol. 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,\u00a0<b><i>Economistas Revista del Ilustre Colegio de Economistas de Madrid<\/i><\/b>\u00a0vol. 134, 2013, 6-14.\u00a0<\/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-1-6a4bfb1130a86\">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 es profesor de Comercializaci\u00f3n e Investigaci\u00f3n de Mercados en el Departamento de Econom\u00eda de la Empresa de la Universidad Carlos III de Madrid. Es doctor en Ciencias Econ\u00f3micas y Empresariales por la Universidad Aut\u00f3noma de Madrid. Posee adem\u00e1s un M\u00e1ster en Negocios Internacionales por la Universidad de Washington (EE.UU.), un M\u00e1ster en Direcci\u00f3n de Empresas por la Universidad Aut\u00f3noma de Madrid, y es Licenciado en Ciencias Econ\u00f3micas por la Universidad de Santiago de Compostela. Su docencia est\u00e1 centrada en las \u00e1reas de Marketing Internacional, Marketing Estrat\u00e9gico y Gesti\u00f3n de Marcas, tanto en Licenciatura como en Postgrado.<br \/><br \/>Sus \u00e1reas de inter\u00e9s acad\u00e9mico se centran en la gesti\u00f3n internacional de marcas, valoraci\u00f3n econ\u00f3mico financiera de marcas y otros intangibles, estrategias de internacionalizaci\u00f3n, y gesti\u00f3n empresarial en econom\u00edas en transici\u00f3n y emergentes. Su investigaci\u00f3n est\u00e1 en estos momentos centrada en metodolog\u00edas de valoraci\u00f3n econ\u00f3mica y financiera de marcas e intangibles, t\u00e9cnicas estad\u00edsticas para el c\u00e1lculo de la diluci\u00f3n de marcas, la creaci\u00f3n de valor a trav\u00e9s de las marcas y la relaci\u00f3n entre el valor de las marcas nacionales, la internacionalizaci\u00f3n empresarial y la imagen pa\u00eds. Asimismo, otra \u00e1rea de inter\u00e9s se focaliza en estrategias de marketing en econom\u00edas en transici\u00f3n y mercados emergentes.<br \/><br \/>Sus investigaciones se han publicado en diversas revistas acad\u00e9micas especializadas. Las m\u00e1s recientes se han publicado en el 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 y The Journal of the Academy of Business. Su libro m\u00e1s reciente, \u201cMarketing Internacional: Nuevas Perspectivas para un Mercado Globalizado\u201d, editado por la editorial Pir\u00e1mide, y publicado en 2006, ha sido reeditado en 2008, 2010 y 2012, con una nueva edici\u00f3n muy actualizada en el 2014.<br \/><br \/>Su libro \u201cGrandes Marcas de Espa\u00f1a\u201d (2003), editado por el Instituto Espa\u00f1ol de Comercio Exterior, ha sido traducido al ingl\u00e9s, japon\u00e9s y chino. Julio Cervi\u00f1o participa tambi\u00e9n como revisor an\u00f3nimo ad hoc de diferentes revistas espa\u00f1olas e internacionales y es conferenciante en diversos foros empresariales. Sus premios acad\u00e9micos m\u00e1s recientes han sido el \u201cBest Paper in International Marketing Award\u201d, otorgado por la revista International Marketing Review en la conferencia Anual del Academy of International Business, celebrada en Mil\u00e1n, en Julio de 2008 y el XII Premio anual 2009 del C\u00edrculo de Empresarios de Espa\u00f1a sobre Investigaci\u00f3n Econ\u00f3mica, por el trabajo \u201c\u201cLa Imagen Exterior de Espa\u00f1a y la Competitividad: Un plan de acci\u00f3n necesario para el futuro de la econom\u00eda y las empresas espa\u00f1olas\u201d, realizado conjuntamente con los profesores Jaime Rivera y Rub\u00e9n Marcos.<br \/><br \/>Actualmente, es Codirector del M\u00e1ster en Direcci\u00f3n Internacional de Empresas de la Universidad Carlos III de Madrid, codirector del Grupo de Investigaci\u00f3n Internacional en Marketing y Competitividad Internacional (www.MarketinGroup.es) y ha sido durante cuatro a\u00f1os el director de la Escuela de Hoteler\u00eda de la Universidad, dirigiendo los Estudios Superiores en Direcci\u00f3n de Empresas Hoteleras y de Restauraci\u00f3n.<br \/><br \/>Adem\u00e1s de sus labores docentes e investigadoras, realiza servicios de consultor\u00eda para diferentes instituciones p\u00fablicas y privadas. Ha sido nombrado asesor permanente para el Foro de Marcas Renombradas Espa\u00f1olas (entidad patrocinada por el Ministerio de Industria, Turismo y Comercio), y act\u00faa como perito experto para diversos tribunales superiores de justicia de Espa\u00f1a y bufetes de abogados, en las \u00e1reas de valoraci\u00f3n de intangibles (marcas, patentes y derechos de propiedad intelectual) y de da\u00f1os y perjuicios en cuestiones de competencia desleal. Como consultor y experto t\u00e9cnico, ha realizado trabajos para empresas y marcas de renombre internacional, tales como 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, y Zara, entre otras muchas. Profesionalmente, ha trabajado en el \u00e1rea de marketing internacional en diferentes empresas multinacionales, entre las que se encuentran McDonnell Douglas Corporation (EE.UU), Caterpillar Inc. (EE.UU.) y Maritz Ltd. (Reino Unido).<\/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-2-6a4bfb1130b1e\">Publicaciones<\/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,\u00a0<b><i>Journal of International Marketing<\/i><\/b>, vol. 28 (3), \u00a02020, 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,\u00a0<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,\u00a0<b><i>Emprendimiento y Negocios Internacionales<\/i><\/b>\u00a0vol. 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,\u00a0<b><i>Management &amp; Marketing Journal - Challenges for the Knowledge Society<\/i><\/b>\u00a0vol. 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,\u00a0<b><i>Informaci\u00f3n Comercial Espa\u00f1ola ICE<\/i><\/b>\u00a0vol. 894, 2017, 101-216.<\/p><p>Cervi\u00f1o, J. &amp; Washington, M.: \u201cTrademark Dilution and its practical effect on purchase decision\u201d,\u00a0<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,\u00a0<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,\u00a0<b><i>International Journal of Management Practice<\/i><\/b>\u00a0vol. 7 (2), 2014, 126\u2013143.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.:\u00a0\u201cInternational Franchising Decision-Making: A Model for Country Choice\u201d\u00a0<i><b>Latin American Business Review<\/b><\/i>\u00a0vol. 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,\u00a0<b><i>Economistas Revista del Ilustre Colegio de Economistas de Madrid<\/i><\/b>\u00a0vol. 134, 2013, 6-14.\u00a0<\/p><p>Cervi\u00f1o, J., Mattera, M. &amp; Baena, V.: \u201cAnalyzing Social Responsability as a driver of firm\u00b4s brand awareness\u201d\u00a0<b><i>Procedia \u2013 Social and Behavioral Science<\/i><\/b>, vol. 58, 2012, 1121-1130.\u00a0<\/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\u00a0<b><i>Harvard Deusto Marketing &amp; Ventas<\/i><\/b>, 2012, 6-13.\u00a0<\/p><p>\u00a0Cervi\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,\u00a0<i><b>Papeles de Econom\u00eda Espa\u00f1ola<\/b>\u00a0<\/i>vol. 132, 2012, 82-96.\u00a0\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cInternational Franchise Expansion of Service Chains: Insights from the Spanish Market\",\u00a0<b><i>The Service Industries Journal<\/i><\/b>\u00a0vol. 32 (7), 2012, 1-16.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.: \u201cGesti\u00f3n Estrat\u00e9gica de la Marca en el mundo del vino\u201d,\u00a0<b><i>Spanish Journal of Rural Development<\/i><\/b>\u00a0vol. 3 (especial 1:1), 2012, 1- 18.\u00a0\u00a0<\/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,\u00a0<b><i>Revista Internacional de Derecho y Gesti\u00f3n del Deporte (2011 - International Journal of Sports Law &amp; Management\u00a0<\/i><\/b>vol. 16 (octubre-diciembre), 2011, 3-21.\u00a0<\/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,\u00a0<b><i>International Marketing Review<\/i><\/b>\u00a0vol. 28 (6), 2011.\u00a0<\/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,\u00a0<b><i>Journal of Global Strategic Management<\/i><\/b>\u00a0vol. 9, 2011, 5-13.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.:\u00a0\u201cLa Globalizaci\u00f3n de las Marcas y la Competitividad: Tendencias y retos para las marcas espa\u00f1olas\u201d,\u00a0<b><i>Econom\u00eda Industrial<\/i><\/b>\u00a0vol. 279, 2011, 93-106.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.:\u00a0\u201cSelecci\u00f3n de Mercados en la expansi\u00f3n internacional de la franquicia espa\u00f1ola\u201d,\u00a0<b>Informaci\u00f3n Comercial Espa\u00f1ola<\/b>, vol. 857, 2010, 183-200.<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.:\u00a0\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\",\u00a0<b><i>Revista Espa\u00f1ola de Investigaci\u00f3n en Marketing (REIM)<\/i><\/b>\u00a0vol. 14 (2), 2010, 67-89.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Baena, V.:\u00a0\"La internalizaci\u00f3n de la franquicia espa\u00f1ola y sus formas de penetraci\u00f3n de mercados\",<i>\u00a0<b>Cuadernos de Econom\u00eda y Direcci\u00f3n de Empresas \u2013 CEDE<\/b><\/i>\u00a0vol. 40 (septiembre), 2009, 1-6.\u00a0<\/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\",\u00a0<i><b>Revista de Globalizaci\u00f3n, Competitividad y Gobernabilidad<\/b><\/i>\u00a0vol. 3 (2), 2009, 108-125.\u00a0<\/p><p>Cervi\u00f1o, J.: \"La Globalizaci\u00f3n de las marcas espa\u00f1olas: estrategia internacional e imagen de marca del Santander\u201d,\u00a0<b><i>Universia Business Review<\/i><\/b>\u00a0vol. 17, 2008, 60-73.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Rivera, J.: \"La Globalizaci\u00f3n de las marcas espa\u00f1olas: liderazgo y notoriedad internacional\",\u00a0<b><i>Informaci\u00f3n Comercial Espa\u00f1ola, ICE: Revista de Econom\u00eda<\/i><\/b>\u00a0vol. 839, 2007, 121-139.<\/p><p>Cervi\u00f1o, J., Cubillo, J.M. &amp; S\u00e1nchez-Herrera, J.: \"International Students' Decision-Making Process\",<b>\u00a0<i>International Journal of Educational Management<\/i><\/b>\u00a0vol. 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,\u00a0<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,\u00a0<b><i>Cornell Hotel and Restaurant Administration Quarterly<\/i><\/b>, vol. 26, 2005, 1-24.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Bonache, J.: \u201cCuban Retailing: From a Centrally planned to a Mixed Dual System\u201d,<i>\u00a0<b>International Journal of Retail and Distribution Management<\/b><\/i>, vol. 33 (1), 2005, 79-94.\u00a0<\/p><p>Cervi\u00f1o, J. &amp; Cubillo, J.M.: \u201cInternational Entrepreneurship in Local SMEs Suppliers Networks\u201d,\u00a0<b><i>The International Journal of Entrepreneurship and Innovation<\/i><\/b>\u00a0vol. 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\" 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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\">Direcci\u00f3n \/ oficina: 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 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