Center for Innovation Marketing and Strategy (CIMS)

We develop and provide thought leadership in the field of innovation marketing and strategy, working to have impact in business and academia.

We contribute to innovation being an active part of economic growth, aligning it with the long-term strategy of the company. We focus on the creation of value for the client through innovation.

Objectives:

  • Contribute to the alignment of innovation with the long-term strategy of the company.
  • Make innovation contribute substantially to greater economic growth.
  • Encourage the exchange of knowledge and experiences.
  • Facilitate collaboration with doctoral students and faculty at a European level.

Research lines:

  • Innovation generation and management
  • Business knowledge and innovation management
  • Teamwork
  • The business model as an innovation source
  • Go-to-market strategies
  • Turning customer value into profit
  • Sustainability innovation

Team.

Pascual Berrone

Pascual Berrone

Professor

Strategic Management
Bruno Cassiman

Bruno Cassiman

Professor

Strategic Management
Fabrizio Ferraro

Fabrizio Ferraro

Professor

Strategic Management
Victor Martínez de Albéniz

Victor Martínez de Albéniz

Professor

Operations, Information and Technology
Sebastian Reiche

Sebastian Reiche

Professor

Managing People in Organizations
Julián Villanueva

Julián Villanueva

Professor

Marketing
Christoph Zott

Christoph Zott

Professor

Entrepreneurship

Related programs.

Artificial Intelligence for Executives
Executing Digital Change: Data, Agility and Continuous Innovation

Publications

Journal Articles (refereed)

KUNNUMKAL, S., MARTÍNEZ DE ALBÉNIZ, V. (2019). Tractable Approximations for Assortment Planning with Product Costs. Operations Research, 67 (2), 436 - 452. doi:10.1287/opre.2018.1771. HUY, Q., ZOTT, C. (2019). Exploring the Affective Underpinnings of Dynamic Managerial Capabilities: How Managers' Emotion Regulation Behaviors Mobilize Resources for their Firms. Strategic Management Journal, 40 (1), 28 - 54. doi:10.1002/smj.2971. GUITART, I., GONZÁLEZ, J., STREMERSCH, S. (2018). Advertising Non-Premium Products As If They Were Premium: The Impact Of Advertising Up On Advertising Elasticity And Brand Equity. International Journal of Research in Marketing, 35 (3), 471 - 489. doi:10.1016/j.ijresmar.2018.03.004.

Outreach Articles

CASSIMAN, B., MENDI, P. (2011). Estrategias de innovación entre las multinacionales. Papeles de Economía Española (127), pp. 76 - 88. STREMERSCH, S., LEHMANN, D. R. (2009). From the (Past) Editors. International Journal of Research in Marketing, 26 (4), 257 - 258. doi:10.1016/j.ijresmar.2009.09.002. LEHMANN, D. R., STREMERSCH, S. (2009). Preface to a Debate. International Journal of Research in Marketing, 26 (2), 153. doi:10.1016/j.ijresmar.2009.03.001.

Book Chapters

CASSIMAN, B., DI GUARDO. M.C. (2014). Innovation and Technology Management in Competitive Strategy Research. In Giovanni Battista Dagnino (Ed.), Handbook of Research on Competitive Strategy (pp. 281 - 299). Cheltenham: Edward Elgar Publishing.