Morales Mediano, Javier

Categoría: Colaborador Asistente de la Facultad de Ciencias Económicas y Empresariales (ICADE), Departamento de Marketing

Javier Morales Mediano holds a PhD from the University of West London (UK) since 2018. He is a permanent full-time Lecturer at the Universidad Pontificia Comillas, in the Marketing Department. He is also the co-director of the DBA in Management and Technology at Comillas. He regularly teaches Strategic and International Marketing and Marketing Analytics to undergraduate and master's degree students. He is used to apply different teaching methodologies (case discussions, simulations, flipped classrooms, etc.). He is also Visiting Lecturer in other international institutions. He has extensively researched about Customer Orientation and Highly Relational Services. He has published in several journals like Marketing Intelligence and Planning and the Journal of Business and Industrial Marketing and participated in several international conferences. Before joining the academia in 2014, Dr. Morales Mediano worked for many years in different companies from several sectors where he held both technical and managerial positions. He achieved substantial international experience in Latin America, the Middle East and Europe, and can speak Spanish, English, Italian, and Portuguese fluently. He also acquired an MBA at IESE Business School in 2007 and graduated with an MSc in Industrial Engineering in 2001.


Despacho: C-405

Teléfono: 4582

Correo electrónico:

Perfil del investigador CV externo / Twitter / LinkedIn

Formación académica

Máster in Business Administration (MBA), IESE Business School (Universidad de Navarra).

Ingeniero Industrial, Universidad de Alfonso X el Sabio.

Ingeniero Técnico Industrial, Universidad Pontificia Comillas.

Doctor/a en Economía, University of West Lodon de Reino Unido.

Áreas de Investigación

Customer Orientation of Services Employees.

Highly Relational Services.

Family Business.

Service Marketing.

Experiencia docente

El profesor Javier Morales Mediano tiene 6 años de experiencia en esta Universidad, y en los últimos años ha impartido las siguientes asignaturas:

  • Dirección de Marketing

  • Habilidades Profesionales

  • Dirección de Marketing / Marketing Management

  • Marketing Analítico / Marketing Analytics

  • Marketing Global

  • Trabajo de fin de Grado

  • Trabajo Fin de Máster

  • Trabajo Fin de Grado

  • Marketing Internacional / International Marketing

Publicaciones Seleccionadas
  • J. L. Ruiz-Alba Robledo, J. Morales Mediano, R. Ayestarán, P. J. López Tenorio, Fashion events and e-WOM. Event Management. Vol. 26, nº 2, págs. 405-417, Enero 2022-Febrero de 2022.. ISSN: 1943-4308.
  • U. J. Vázquez Martínez, J. Morales Mediano, A. L. Leal Rodriguez, The impact of the COVID-19 crisis on consumer purchasing motivation and behavior. European Research on Management and Business Economics. Vol. 27, nº 3, págs. 1-18, Mayo 2021-Agosto de 2021.. ISSN: 2444-8834. Repositorio:
  • J. L. González Porras, J. L. Ruiz-Alba Robledo, J. Morales Mediano, Customer orientation and e-WOM in the hotel sector. International Journal of Internet Marketing and Advertising. Vol. 15, nº 3, págs. 302-326, Mayo de 2021.. ISSN: 14775212. Repositorio:
  • J. L. Ruiz-Alba Robledo, V. F. Guzmán Parra, J. R. Vila Oblitas, J. Morales Mediano, Entrepreneurial Intentions: a bibliometric analysis. Journal of Small Business and Enterprise Development. Vol. 28, nº 1, págs. 121-133, Enero de 2021.. ISSN: 1462-6004.
  • J. Morales Mediano, J. L. Ruiz-Alba Robledo, Customer Orientation in Highly Relational Services. Marketing Intelligence & Planning. Vol. 38, nº 2, págs. 209-223, Junio-julio de 2019.. ISSN: 0263-4503. Repositorio:
  • J. Morales Mediano, J. L. Ruiz-Alba Robledo, New perspective on customer orientation of service employees: a conceptual framework. Service Industries Journal. Págs. 1-17, Marzo de 2018.. ISSN: 0264-2069. Repositorio:
  • J. L. Ruiz-Alba Robledo, R. Guesalaga, R. Ayestarán, J. Morales Mediano, Interfunctional coordination: the role of digitalization. Journal of Business and Industrial Marketing. Vol. 35, nº 3, págs. 404-419, Junio-julio de 2019.. ISSN: 0885-8624. Repositorio:
Experiencia profesional

2013-2014 General Manager / Shareholder Cervecería La Toná.

2012-2013 Deputy General Manager Leca Graphics.

2010-2012 Strategic Consulting Manager KPMG.

2007-2010 Strategic Consultant Europraxis.

2003-2005 Operations Engineer Grupo Antolin.

2002-2003 Logistics Engineer IVECO.

Acreditaciones externas

Certificación ANECA - Profesor Ayudante Doctor (15/01/2021)..

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