![\"\"](\"https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado.png\")
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\t\t\t\t\t\t\t\t\t\tEmail: nora.lado@uc3m.es
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\t\t\t\t\t\t\t\t\t\tAddress \/ Office: C\/ Madrid, 126 – 28903 Getafe (Madrid) Spain \/ 7.0.52\n\t\t\t\t\t\t\t\t\t<\/li>\n
\t\t\t\t\t\t\t\t\t\tPhone \/ fax: (34) 91 624 96 40\n\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul>\n
\t\t\t\t \n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n Lado, N., Moshe, K. & Torres, A.: \u201cEvolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis<\/a>\u201d, Journal of Service Research vol. 11 (4), 2009. <\/p>\n Lado, N., Duque, L. & \u00c1lvarez, D.: \u201cCurrent Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay<\/a>\u201d, Journal of Small Business Management vol. 52 (4), October 2013, 602-616.<\/p>\n Lado, N., \u00c1lvarez-Gil, M.J., Berrone, P. & Husillos, J.: “Reverse logistics, stakeholders \u2018influence, organizational slack, and managers\u2019 posture<\/a>“, Journal of Business Research vol. 60 (5), 2007, 463-473.<\/p>\n \t\t\t\t\t\t\t\t\tBiograf\u00eda Her research covers several topics: measuring the degree of market orientation of companies and its consequences, the study of international marketing strategies, the analysis of student satisfaction and new teaching tools (such as e-Learning), relationship marketing and brand value.<\/p>\n Nora Lado has published, among others, in the 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.<\/p>\n She has been Vice-Dean of the Bachelor’s Degree in Business Administration, and Deputy Director of the Master’s Degree in Business Administration of the Universidad Carlos III, co-director of the Online Master’s Degree in Commercial Management and Marketing and director of the Institute for Business Development (INDEM). Currently, she is co-director of the Master’s Degree in Branded Content and Transmedia Communication UC3M FCP Spain. She is a reviewer for, among others, Marketing Science, Journal of Business Research, International Marketing Review, Revista Espa\u00f1ola de Investigaci\u00f3n en Marketing Esic, Journal of the Academy of Business Education and Investigaciones Econ\u00f3micas. She is also a member of the editorial board of the Revista de Empresas. <\/p>\n Another line of research focuses on the development of educational tools based on virtual marketing simulations: http:\/\/marketinggame.uc3m.es\/intro\/<\/a>\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\tPublications<\/p>\n Lado, N., Ho, H.-C-., Liu, S.-P. & Lee, L.-L.: \u201cUnderstanding the Role of Attitude Components in Co-branding: A Comparison of Spain and Taiwan\u201d Journal of International Consumer Marketing<\/i><\/b> vol. 31 (3), 2019, 203.<\/p>\n Ho, H.-C., Lado, N. & Rivera-Torres, P.: \u201cDetangling consumer attitudes to better explain co-branding success\u201d, Journal of Product and Brand Management<\/i><\/b> vol. 26 (7), 2017, 704-721<\/p>\n Lado, N., Garc\u00eda-Crespo, A., Ceballos, M., Gonz\u00e1lez-Carrasco, I. & L\u00f3pez-Cuadrado, J.L.: “Innovation in the Spanish Twittersphere: an ontology and stakeholder\u2019s salience analysis\u201d in Brem (ed.) Revolution of Innovation Management <\/i><\/b>The Digital Breakthrough<\/i><\/b>, Ed. Springer, 2016. <\/p>\n Lado, N., Villanueva, D., Gonz\u00e1lez, I. & L\u00f3pez-Cuadrado, J.L.: \u201c<z, j.l.:=\u201d\u201c\u201d<=\u201c\u201d span=\u201c\u201d style=\u201cbox-sizing: border-box;\u201d>SMORE: Towards a semantic modeling for knowledge representation on social media\u201d Science of Computer Programming <\/i><\/b>vol. 121, Junio 2016, 16-33<\/z,><\/p>\n Lado, N. & Martos, M.: “Brand Loyalty Using Discrete Choice Models: An Application to the Spanish Market\u201d in Spotts (ed.) Assessing the Different Roles of Marketing Theory and Practice: in the Jaws of Economic Uncertainty<\/i><\/b>, Ed. Springer, 2015. <\/p>\n Lado, N., Duque, L. & \u00c1lvarez, D.: \u201cCurrent Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay\u201d, Journal of Small Business Management <\/i><\/b>vol. 52 (4), October 2013, 602-616.<\/p>\n Lado, N., Mart\u00ednez-Ros, E. & Martos, M.: “The power of a package\u201d, Journal of Advertising Research <\/i><\/b>vol. 52 (3), 2012, 364-375.<\/p>\n Lado, N. & Esteban, M.: \u201cBrand Value in Horizontal Alliances: the Case of Twin Cars\u201d, Journal of the Operational Research Society <\/i><\/b>vol. 62 (8), 2011, 1533-1542.<\/p>\n Duque, L. & Lado, N.: \u201cCross\u2010cultural comparisons of consumer satisfaction ratings\u201d, International Marketing Review<\/i><\/b> vol. 27 (6), 2010, 676-693.<\/p>\n Lado, N., Labeaga, J. & Martos, M.: \u201cThe Double Jeopardy Loyalty Effect Using Discrete Choice Models\u201d, International Journal of Market Research <\/i><\/b>vol. 52 (5), 2010<\/p>\n Lado, N., Moshe, K. & Torres, A.: \u201cEvolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis\u201d, Journal of Service Research <\/i><\/b>vol. 11 (4), 2009. <\/p>\n Lado, N., Labeaga, J. & Martos, M.: \u201cBehavioural loyalty towards store brands\u201d, Journal of Retailing and Consumer Services<\/i><\/b> vol. 14, 2007, 347-356.<\/p>\n Lado, N., \u00c1lvarez-Gil, M.J., Berrone, P. & Husillos, J.: “Reverse logistics, stakeholders \u2018influence, organizational slack, and managers\u2019 posture”, Journal of Business Research<\/i><\/b> vol. 60 (5), 2007, 463-473.<\/p>\n Lado, N., Mart\u00ednez-Ros, E. & Valenzuela, A.: \u201cMarketing Strategy as an Explanatory Variable of Market Selection: A Simultaneous Modelling Approach\u201d, International Marketing Review<\/i><\/b> vol. 21(6), 2004. <\/p>\n Lado, N., Mart\u00ednez-Ros, E. & Valenzuela, A.: \u201cIdentifying successful marketing strategies by export regional destination\u201d, International Marketing Review<\/i><\/b> vol. 21 (6), 2004, 573-597<\/p>\n \u00c1lvarez-Gil, M.J., Cardone-Riportella, C., Lado-Coust\u00e9 & N., Samart\u00edn-S\u00e1enz, M.: “Financial service firms\u2019 entry-mode choice and cultural diversity: Spanish companies in Latin America”, International Journal of Bank Marketing<\/i><\/b> vol. 21 (3), 2003, 109-121<\/p>\n Lado, N. & Maydeu-Olivares, A.: \u201cMarket Orientation and Economic Performance in the European Insurance Industry: A Mediational Model\u201d, The International Journal of Service Industry Management<\/i><\/b> vol. 14 (3), 2003, 284-309.<\/p>\n Lado, N. & Maydeu-Olivares, A.: \u201cExploring the link between market orientation and innovation in the European and US insurance markets\u201d, International Marketing Review<\/i><\/b> vol. 18 (2), 2001, 130-144<\/p>\n \t\t\t\t\t\t\t\t\t\tEmail: nora.lado@uc3m.es \t\t\t\t\t\t\t\t\t\tAddress \/ Office: C\/ Madrid, 126 – 28903 Getafe (Madrid) Spain \/ 7.0.52\n\t\t\t\t\t\t\t\t\t<\/li>\n \t\t\t\t\t\t\t\t\t\tPhone \/ fax: (34) 91 624 96 40\n\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul>\n \t\t\t\t \n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n","protected":false},"author":1,"template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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\n\t\t\t\t\t\t\tBUSINESS UC3M\t\t\t\t\t\t<\/a>
\n\t\t\t\t\t<\/h3>\nSelected Publications<\/h2>\n
\n\t\t\t\t\t\t\t\t\tBorn in Uruguay, Nora Lado is a marketing researcher who came to the Universidad Carlos III in January 1991 from the Catholic University of Leuven, Belgium, where she completed postgraduate courses in marketing and finance. She studied for her degree in Business Administration (approved in Spain) in Montevideo and obtained a doctorate in marketing from the Universidad Aut\u00f3noma de Madrid. <\/p>\n\n
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\n\t\t\t\t\t\t\tBUSINESS UC3M\t\t\t\t\t\t<\/a>
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