NORA  LADO
e-mail
email:
nora.lado@uc3m.es
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address / office:
C/ Madrid, 126 - 28903 Getafe (Madrid) Spain / 7.0.52
telefono
phone / fax:
(34) 91 624 96 40 / (34) 91 624 96 07
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BUSINESS UC3M
@UC3M_BUSINESS

NORA LADO

Professor of Marketing

Selected publications

"Innovation in the Spanish Twittersphere: an ontology and stakeholder’s salience analysis” (2016) (with Ángel García-Crespo, Manuel Ceballos, Israel González-Carrasco and José L. López-Cuadrado) in Revolution of Innovation Management The Digital Breakthrough, Edited by Eric Viardot Ed.Springer.​ 

"SMORE: Towards a semantic modeling for knowledge representation on social media” (2015) (with D. Villanueva, I. González, J. L. López). Science of Computer Programming.

"Brand Loyalty Using Discrete Choice Models: An Application to the Spanish Market” (2015) (with M. Martos) in Assessing the Different Roles of Marketing Theory and Practice: in the Jaws of Economic Uncertainty, Ed.Springer.

"Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay" (2013), (with L. Duque and D. ÁLvarez). Journal of Small Business Management.

Originally from Uruguay, Nora Lado is a marketing researcher who came to the Carlos III University in January 1991 from UCL ('Université Catholique de Louvain), where she follow post-graduate courses on marketing and finance. She did her undergraduate degree in Business Administration in Montevideo and her Ph.D. in marketing at the Universidad Autonoma de Madrid.

Lado's research concerns several categories: the measurement of the market orientation degree of the firms and its consequences, the study of international marketing strategies, relationship marketing and brand equity issues.

Nora Lado has published among others in 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.



Nora is a former Vice Dean of the Business Administration degree, a former Vice Director of the MBA at Carlos III University, a former co-director of the Online Master in Marketing and former Head of the University Institute for Business Research (INDEM). Currently, she is co-director of the master in Branded Content and Transmedia Communication UC3M-FCBSpain.

Another research line consists of developing leading teaching tools based on marketing virtual simulations: http://marketinggame.uc3m.es/intro/indexen.html.

"Innovation in the Spanish Twittersphere: an ontology and stakeholder’s salience analysis” (2016) (with Ángel García-Crespo, Manuel Ceballos, Israel González-Carrasco and José L. López-Cuadrado) in Revolution of Innovation Management The Digital Breakthrough, Edited by Eric Viardot Ed.Springer.​

"SMORE: Towards a semantic modeling for knowledge representation on social media” (2015) (with D. Villanueva, I. González, J. L. López). Science of Computer Programming.

"Brand Loyalty Using Discrete Choice Models: An Application to the Spanish Market” (2015) (with M. Martos) in Assessing the Different Roles of Marketing Theory and Practice: in the Jaws of Economic Uncertainty, Ed.Springer.

"Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay" (2013), (with L. Duque and D. ÁLvarez). Journal of Small Business Management.

"In-Store Stimuli: Packaging Claims to Promote Decisions” (2012), (with E. Martínez-Ross, M. Martos). Journal of Advertising Research.

"Brand Value in Horizontal Alliances: the Case of Twin Cars" (2011), (with M. Esteban). Journal of the Operational Research Society.

"Cross-cultural comparisons of consumer satisfaction ratings:A perspective from Albert Hirschman’s theory" (2010), (with L. Duque). International Marketing Review.

"The Double Jeopardy Loyalty Effect Using Discrete Choice Models" (2010), (with M. Martos and J. Labeaga). International Journal of Market Research.

"Evolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis" (2008) (with Moshe and A. Torres). Journal of Service Research.

"Behavioural loyalty towards store brands" (2007) (with José M. Labeaga and M. Martos). Journal of Retailing and Consumer Services, Vol. 14: 347-356.

"Reverse logistics, stakeholders' influence, organizational slack, and managers' posture" (2007) (with M.J. Alvarez, P. Berrone and J. Husillos). Journal of Business Research Vol. 60 (5): 463-473.

"Marketing Strategy as an Explanatory Variable of Market Selection: A Simultaneous Modelling Approach" (2004) (with Ester Martínez-Ros y Ana Valenzuela). International Marketing Review, Vol. 21(6).

"Market Orientation and Economic Performance in the European Insurance Industry: A Mediational Model" (2003) (with Alberto Maydeu-Olivares). The International Journal of Service Industry Management, Vol. 14 (3): 284-309.