José Luis
Nueno

Professor of Marketing

Intent HQ Chair on Changing Consumer Behavior

• Doctor of Business Administration (Marketing), Harvard University
• MBA, IESE, University of Navarra
• Degree in Law, Universitat de Barcelona

José L. Nueno is a professor in the Marketing Department and Intent HQ Chair on Changing Consumer Behavior at IESE Business School. He holds a PhD in Business Administration (Marketing) from Harvard University, an MBA from IESE and a degree in law from the Universitat de Barcelona. Additionally, he is a numerary member of the Royal European Academy of Doctors (RAED) and Advisory Board Member of LBS Africa Retail Academy.

His areas of interest include distribution channels and manufacturer/distributor relationships. He has published articles on globalization, the marketing of consumer and luxury goods and relationship marketing. He has taught at several business schools, including an INSEAD's elective course on Industrial Marketing. He was a visiting professor at the University of Michigan and has taught on joint programs with the University of Michigan and IESE in Vevey, Switzerland, and Shanghai. Prof. Nueno participates in programs across Latin America, the most recent of which were held at IPADE in Mexico and INCAE in Costa Rica. In 2003 he was part of the faculty team for Harvard Business School's AMP Middle East Program and the Strategic Program for Retail Managers.

Prof. Nueno has directed sessions for executives in over 100 corporations and has been a speaker at many industry meetings and conferences, including those organized by HSM Expomanagement in Madrid, Buenos Aires and Mexico.

He is the author of a number of articles published in the Sloan Management Review, Business Horizons and the International Journal of Research in Marketing. He has also penned articles on marketing for a variety of academic publications. His most recent books are Consumidor al Filo del Siglo XXI (The Early 21st Century Consumer, 1998), Gestión de Precios (Price Management, 1999), Comunicación al Filo del Siglo XXI (Communication in the Early 21st Century, 1999), ¿Por qué comercia tan poco el comercio electrónico? (Why Does the Electronics Industry Engage in So Little Marketing?, 2000), La Naturaleza del Gasto (The Nature of Spending, 2004), Las Claves de la Innovación (The Keys to Innovation, 2005), El Consumidor Maduro en España (The Mature Consumer in Spain, 2005), Experiencia de Compra (Shopping Experience, 2010), El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal (The Decline of Main Streets and the Birth of the New Multichannel Order, 2013), El regreso del consumidor (The Consumer is Back, 2014), Expectativas en la era de la escasez (Expectations in the Era of Scarcity, 2015), ¿Puede el marketing salvar el mundo? (Can the Marketing Save the World?, 2016), Directo al consumidor. Bienvenidos a 2025. Cuando los Millennials manden (Direct to consumer. Welcome to 2025. When Millennials rule, 2020), Never Normal. La normalidad es la anomalía (Never Normal. Normality is the anomaly, 2022) and Todo es terrible, pero yo estoy bien (Everything is terrible, but I’m fine, 2023).

Prof. Nueno is a member of the board of directors of a number of leading international companies (listed and not listed). He is also a corporate consultant (since 1986 he has worked on behalf of more than 160 global clients on more than 230 projects), and advises national and international corporations in the areas of marketing and strategy.

Areas of interest.

* Brand creation
* Commercial strategies
* Distribution
* Launching new products
* Pricing

Publications

Journal Articles (refereed)

ROURE, J., ÁLVAREZ ALVAREZ, J. L., GARCÍA PONT, C., NUENO, J. L. (1993). Managing internationally: International dimensions of the managerial task. European Management Journal, 11 (4), 485 - 492. doi:10.1016/0263-2373(93)90013-8. JOACHIMSTHALER, E. A., NUENO, J. L., QUELCH, J. A. (1991). After the wall: Marketing guidelines for Eastern Europe. Sloan Management Review, 32 (2), 82 - 93. JOACHIMSTHALER, E. A., QUELCH, J. A., NUENO, J. L. (1990). Marketing opportunities in Eastern Europe. Sloan Management Review.

Working Papers

NUENO, J. L., VISCARRI, J., MORA C. (2003). ¿Hay BTC en España? (DI-499). RANGAN, V. K., NUENO, J. L. (1999). Channel strategy adaptation (DI-380-E). NUENO, J. L., DANT RP., RANGAN, V. K. (1999). Channel strategy: Formulation and adaptation (DI-379-E). ROURE, J., ÁLVAREZ ALVAREZ, J. L., GARCÍA PONT, C., NUENO, J. L. (1993). Managing internationally: The international dimensions of the managerial task (DI-258-E). ROURE, J., ÁLVAREZ ALVAREZ, J. L., GARCÍA PONT, C., NUENO, J. L. (1993). Managing internationally: The international dimensions of the managerial task (Abridged version) (DI-254-E).

Articles in other publications

NUENO, J. L. (2017). Asumiendo el riesgo. Brand About (7), pp. 3 - 3. NUENO, J. L. (2014). Ocho modelos de negocio para cuando regrese el consumidor. Cataluña Económica (522), pp. 28 - 31. NUENO, J. L. (2013). The Decline of Main Street, the Rise of Multichannel Retail. New Ways of Reaching Consumers. IESE Insight (19), pp. 46 - 53. NUENO, J. L. (2013). El declive de las calles comerciales. El nacimiento de un modelo multicanal. IESE Insight (19), pp. 46 - 53. NUENO, J. L. (2013). El declive de las calles comerciales. Cataluña Económica (517), pp. 28 - 31.

Books

NUENO, J. L. (2023). Todo es terrible, pero yo estoy bien. Barcelona: AECOC. NUENO, J. L. (2022). Never Normal. La normalidad es la anomalía. Barcelona: AECOC. NUENO, J. L. (2020). Directo al consumidor. bienvenidos a 2025. Cuando los millennials manden. Barcelona: AECOC. NUENO, J. L. (2016). ¿Puede el Marketing salvar al mundo? Expectativas para la era de la escasez. Barcelona: Reial Acadèmia Europea de Doctors. NUENO, J. L. (2015). Expectativas en la era de la escasez. Barcelona: AECOC.

Book Chapters

NUENO, J. L. (1998). La evolución del contexto y el marketing negocio a negocio. En José Luis Rodríguez García (Ed.), Enciclopedia práctica del management (pp. 96 - 97). Barcelona: Planeta-De Agostini. GHEMAWAT, P., NUENO, J. L. (1998). Marketing relacional: Unas cuantas dudas. En José Luis Rodríguez García (Ed.), Enciclopedia práctica del management (pp. 132 - 135). Barcelona: Planeta-De Agostini. NUENO, J. L. (1993). Mazola. In Stanley J. Paliwoda (Ed.), International marketing. Amsterdam: Butterworth-Heinemann. JOACHIMSTHALER, E. A., NUENO, J. L., QUELCH, J. (1993). After the wall: Marketing guidelines for Eastern Europe. In Chris Halliburton, Reinhard Hünerberg (Eds.), European marketing. Readings and cases (pp. 396 - 410). Wokingham [etc.]: Addison-Wesley.

Studies

NUENO, J. L., URIEN LUZÓN, A. (2024). Descubriendo la lealtad del consumidor a través de la IA. IESE. NUENO, J. L., URIEN LUZÓN, A. (2023). El comportamiento del sector de la moda en el 2022: Barómetro Fintonic Intent HQ. IESE. NUENO, J. L. (2019). Novias Millennial y Gen z: el sector de la moda nupcial en 2023. NUENO, J. L. (2018). Visionando la cadena de suministro del sector sanitario 2025. NUENO, J. L. (2018). La tienda del futuro para las novias "Millennials".

Cases

NUENO, J. L., MIQUEL, J. (2024). Tendam. IESE, M-1402-E. O'DONNELL, T. S., NUENO, J. L. (2023). Tous: Fine jewelers in business. IESE, M-1409-E. SCHAUB, C., NUENO, J. L. (2023). Ganni and Farfetch: The Collaboration Decision. IESE, M-1406-E. CRESPO, T., NUENO, J. L. (2022). Avinent (B). IESE, M-1401-E. CRESPO, T., NUENO, J. L. (2022). Avinent (B). IESE, M-1401.

Technical Notes

COSTA, C., NUENO, J. L. (2020). Note on Scenario Planning in High-Uncertainty Environments: The Disruption Matrix. IESE, MN-405-E. MASSAGUE, M., ROSICH, M., NUENO, J. L. (2017). La creatividad en la obra de Antoni Gaudí. IESE, MN-399. MASSAGUE, M., ROSICH, M., NUENO, J. L. (2017). Creativity in Antonio Gaudí's Artwork. IESE, MN-399-E. RODRÍGUEZ, S., NUENO, J. L. (2016). ¿Puede la medicina transfronteriza mejorar la salud del sistema sanitario? IESE, MN-390. NUENO, J. L. (2011). Can Culture and Sports Revitalize Shopping Centers? IESE, MN-372-E.