{"id":3948,"date":"2025-03-25T07:21:45","date_gmt":"2025-03-25T07:21:45","guid":{"rendered":"https:\/\/indem.uc3m.es\/?post_type=members&#038;p=3948"},"modified":"2025-03-25T07:24:36","modified_gmt":"2025-03-25T07:24:36","slug":"nora-lado","status":"publish","type":"members","link":"https:\/\/indem.uc3m.es\/es\/members\/nora-lado\/","title":{"rendered":"Nora Lado"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3948\" class=\"elementor elementor-3948\" data-elementor-post-type=\"members\">\n\t\t\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-5d0ec53b e-flex e-con-boxed e-con e-parent\" data-id=\"5d0ec53b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-426f4547 e-con-full e-flex e-con e-child\" data-id=\"426f4547\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5d70acf5 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-image\" data-id=\"5d70acf5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1103\" height=\"1103\" src=\"https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado.png\" class=\"attachment-full size-full wp-image-3949\" alt=\"\" srcset=\"https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado.png 1103w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado-300x300.png 300w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado-1024x1024.png 1024w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado-150x150.png 150w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado-768x768.png 768w\" sizes=\"(max-width: 1103px) 100vw, 1103px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32e577bb elementor-widget elementor-widget-spacer\" data-id=\"32e577bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41ab5022 elementor-hidden-mobile elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"41ab5022\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"mailto:nora.lado@uc3m.es\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-envelope\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M464 64H48C21.49 64 0 85.49 0 112v288c0 26.51 21.49 48 48 48h416c26.51 0 48-21.49 48-48V112c0-26.51-21.49-48-48-48zm0 48v40.805c-22.422 18.259-58.168 46.651-134.587 106.49-16.841 13.247-50.201 45.072-73.413 44.701-23.208.375-56.579-31.459-73.413-44.701C106.18 199.465 70.425 171.067 48 152.805V112h416zM48 400V214.398c22.914 18.251 55.409 43.862 104.938 82.646 21.857 17.205 60.134 55.186 103.062 54.955 42.717.231 80.509-37.199 103.053-54.947 49.528-38.783 82.032-64.401 104.947-82.653V400H48z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Email: nora.lado@uc3m.es<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-map-marker-alt\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M172.268 501.67C26.97 291.031 0 269.413 0 192 0 85.961 85.961 0 192 0s192 85.961 192 192c0 77.413-26.97 99.031-172.268 309.67-9.535 13.774-29.93 13.773-39.464 0zM192 272c44.183 0 80-35.817 80-80s-35.817-80-80-80-80 35.817-80 80 35.817 80 80 80z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Direcci\u00f3n \/ oficina: C\/ Madrid, 126 - 28903 Getafe (Madrid) Spain \/ 7.0.52<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" 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class=\"elementor-icon-box-content\">\n\n\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t\t<a href=\"https:\/\/x.com\/uc3m_business?lang=es\" >\n\t\t\t\t\t\t\tBUSINESS UC3M\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-1ad797af e-con-full e-flex e-con e-child\" data-id=\"1ad797af\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4862f9f6 elementor-widget elementor-widget-heading\" data-id=\"4862f9f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Nora Lado<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a0d4a0a elementor-widget elementor-widget-heading\" data-id=\"1a0d4a0a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Catedr\u00e1tico de Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-370a720f elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"370a720f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Publicaciones seleccionadas<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26dd0529 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"26dd0529\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-123549eb elementor-widget elementor-widget-text-editor\" data-id=\"123549eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Lado, N., Moshe, K. &amp; Torres, A.: \u00ab<a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/1094670508329421\">Evolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis<\/a>\u00ab,\u00a0Journal of Service Research\u00a0vol. 11 (4), 2009.\u00a0<\/p><p>Lado, N., Duque, L. &amp; \u00c1lvarez, D.: \u00ab<a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1111\/jsbm.12007\">Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay<\/a>\u00ab,\u00a0Journal of Small Business Management\u00a0vol. 52 (4), Octubre 2013, 602-616.<\/p><p>Lado, N., \u00c1lvarez-Gil, M.J., Berrone, P. &amp; Husillos, J.: \u00ab<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296306002359\">Reverse logistics, stakeholders&#8217; influence, organizational slack, and managers&#8217; posture<\/a>\u00ab,\u00a0Journal of Business Research\u00a0vol. 60 (5), 2007, 463-473.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d46a5d9 uael-faq-box-layout-yes align-at-left elementor-widget elementor-widget-uael-faq\" data-id=\"3d46a5d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"uael-faq.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t\t\t<div id='uael-faq-wrapper-102' class=\"uael-faq-wrapper\">\n\t\t\t\t<div class=\"uael-faq-container uael-faq-layout-accordion\" data-layout=\"accordion\" >\n\t\t\t\t\t\t\t\t\t\t\t\t<div id=\"uael-accordion-9984785\" class=\"uael-faq-accordion\" role=\"tablist\">\n\t\t\t\t\t\t\t\t<div class= \"uael-accordion-title\" aria-expanded=\"false\" role=\"tab\">\n\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon uael-accordion-icon-left\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-angle-right\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-angle-up\" viewBox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M177 159.7l136 136c9.4 9.4 9.4 24.6 0 33.9l-22.6 22.6c-9.4 9.4-24.6 9.4-33.9 0L160 255.9l-96.4 96.4c-9.4 9.4-24.6 9.4-33.9 0L7 329.7c-9.4-9.4-9.4-24.6 0-33.9l136-136c9.4-9.5 24.6-9.5 34-.1z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"uael-question-9984785 uael-question-span\" tabindex=\"0\" id=\"uael-faq-1-69e2319f5c152\">Bio<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"uael-accordion-content\" role=\"tabpanel\">\n\t\t\t\t\t\t\t\t\t<span>\n\t\t\t\t\t\t\t\t\t<span><div>Nacida en Uruguay, Nora Lado es una investigadora de marketing que ha llegado a la Universidad Carlos III en Enero 1991 desde la Universidad Cat\u00f3lica de Lovaina, B\u00e9lgica, donde ha realizado cursos de postgrado en marketing y finanzas. Ha estudiado su licenciatura en Administraci\u00f3n de Empresa (homologada en Espa\u00f1a), en Montevideo y se ha doctorado en marketing por la Universidad Aut\u00f3noma de Madrid.<br \/><br \/>Su investigaci\u00f3n abarca varios temas: la medici\u00f3n del grado de orientaci\u00f3n al mercado de las empresas y sus consecuencias, el estudio de las estrategias de marketing internacional, el an\u00e1lisis de la satisfacci\u00f3n de los estudiantes y las nuevas herramientas de docencia (como el e-Learning), marketing de relaciones y valor de marca.<br \/><br \/>Nora Lado ha publicado, entre otros, en Journal of Service Research, Journal of Business Research, Journal of Market Research, European Journal of Marketing, International Marketing Review e International Journal of Service Industry Management.<br \/><br \/>Ha sido vicedecana de la Licenciatura en Administraci\u00f3n de Empresas, y sub directora del master en Administraci\u00f3n de Empresas de la Universidad Carlos III, codirectora del Master Online en Direcci\u00f3n Comercial y Marketing y directora del Instituto para el Desarrollo Empresarial (INDEM). Actualmente, es co-directora del Master en Branded Content y Comunicaci\u00f3n Transmedia UC3M FCP Spain.<\/div><div>\u00a0<\/div><div>Es revisora, entre otras, de 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 e Investigaciones Econ\u00f3micas. Es, adem\u00e1s, miembro del consejo editorial de la Revista de Empresas.<br \/><br \/>Otra l\u00ednea de investigaci\u00f3n se centra en el desarrollo de herramientas educativas basadas en simulaciones de marketing virtual:\u00a0<a href=\"http:\/\/marketinggame.uc3m.es\/intro\/\">http:\/\/marketinggame.uc3m.es\/intro\/<\/a><\/div><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div id=\"uael-accordion-a14a01d\" class=\"uael-faq-accordion\" role=\"tablist\">\n\t\t\t\t\t\t\t\t<div class= \"uael-accordion-title\" aria-expanded=\"false\" role=\"tab\">\n\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon uael-accordion-icon-left\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-angle-right\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-angle-up\" viewBox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M177 159.7l136 136c9.4 9.4 9.4 24.6 0 33.9l-22.6 22.6c-9.4 9.4-24.6 9.4-33.9 0L160 255.9l-96.4 96.4c-9.4 9.4-24.6 9.4-33.9 0L7 329.7c-9.4-9.4-9.4-24.6 0-33.9l136-136c9.4-9.5 24.6-9.5 34-.1z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"uael-question-a14a01d uael-question-span\" tabindex=\"0\" id=\"uael-faq-2-69e2319f5c1fe\">Publicaciones<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"uael-accordion-content\" role=\"tabpanel\">\n\t\t\t\t\t\t\t\t\t<span>\n\t\t\t\t\t\t\t\t\t<span><p style=\"font-weight: 500;\">Lado, N., Ho, H.-C-., Liu, S.-P. &amp; Lee, L.-L.: \u201cUnderstanding the Role of Attitude Components in Co-branding: A Comparison of Spain and Taiwan\u201d\u00a0<b><i>Journal of International Consumer Marketing<\/i><\/b>\u00a0 vol. 31 (3), 2019, 203.<\/p><p style=\"font-weight: 500;\">Ho, H.-C., Lado, N. &amp; Rivera-Torres, P.: \"Detangling consumer attitudes to better explain co-branding success\",\u00a0<b><i>Journal of Product and Brand Management<\/i><\/b>\u00a0vol. 26 (7), 2017, 704-721<\/p><p style=\"font-weight: 500;\">Lado, N., Garc\u00eda-Crespo, A., Ceballos, M., Gonz\u00e1lez-Carrasco, I. &amp; L\u00f3pez-Cuadrado, J.L.: \"Innovation in the Spanish Twittersphere: an ontology and stakeholder\u2019s salience analysis\u201d\u00a0in Brem (ed.)\u00a0<b><i>Revolution of Innovation Management\u00a0<\/i><\/b><b><i>The Digital Breakthrough<\/i><\/b>, Ed.\u00a0Springer, 2016.<\/p><p style=\"font-weight: 500;\">Lado, N., Villanueva, D., Gonz\u00e1lez, I. &amp;\u00a0L\u00f3pez-Cuadrado, J.L.:\u00a0\"&lt;z, j.l.:=\"\" \"&lt;=\"\" span=\"\" style=\"box-sizing: border-box;\"&gt;SMORE: Towards a semantic modeling for knowledge representation on social media\u201d\u00a0<b><i>Science of Computer Programming\u00a0<\/i><\/b>vol. 121, Junio 2016, 16-33&lt;\/z,&gt;<\/p><p style=\"font-weight: 500;\">Lado, N. &amp; Martos, M.: \"Brand Loyalty Using Discrete Choice Models: An Application to the Spanish Market\u201d\u00a0in Spotts (ed.)<b><i>\u00a0Assessing the Different Roles of Marketing Theory and Practice: in the Jaws of Economic Uncertainty<\/i><\/b>, Ed. Springer, 2015.<\/p><p style=\"font-weight: 500;\">Lado, N., Duque, L. &amp; \u00c1lvarez, D.: \"Current Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay\",\u00a0<b><i>Journal of Small Business Management\u00a0<\/i><\/b>vol. 52 (4), Octubre 2013, 602-616.<\/p><p style=\"font-weight: 500;\">Lado, N., Mart\u00ednez-Ros, E. &amp; Martos, M.: \"The power of a package\u201d,\u00a0<b><i>Journal of Advertising Research\u00a0<\/i><\/b>vol. 52 (3), 2012, 364-375.<\/p><p style=\"font-weight: 500;\">Lado, N. &amp; Esteban, M.: \"Brand Value in Horizontal Alliances: the Case of Twin Cars\",\u00a0<b><i>Journal of the Operational Research Society\u00a0<\/i><\/b>vol. 62 (8), 2011, 1533-1542.<\/p><p style=\"font-weight: 500;\">Duque, L.\u00a0&amp;\u00a0Lado, N.:\u00a0\"Cross\u2010cultural comparisons of consumer satisfaction ratings\",<b>\u00a0<i>International Marketing Review<\/i><\/b>\u00a0vol. 27 (6), 2010, 676-693.<\/p><p style=\"font-weight: 500;\">Lado, N., Labeaga, J. &amp; Martos, M.: \"The Double Jeopardy Loyalty Effect Using Discrete Choice Models\",\u00a0<b><i>International Journal of Market Research\u00a0<\/i><\/b>vol. 52 (5), 2010<\/p><p style=\"font-weight: 500;\">Lado, N., Moshe, K. &amp; Torres, A.: \"Evolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis\",\u00a0<b><i>Journal of Service Research\u00a0<\/i><\/b>vol. 11 (4), 2009.\u00a0<\/p><p style=\"font-weight: 500;\">Lado, N., Labeaga, J. &amp; Martos, M.: \"Behavioural loyalty towards store brands\",\u00a0<b><i>Journal of Retailing and Consumer Services<\/i><\/b>\u00a0vol. 14, 2007, 347-356.<\/p><p style=\"font-weight: 500;\">Lado, N., \u00c1lvarez-Gil, M.J., Berrone, P. &amp; Husillos, J.: \"Reverse logistics, stakeholders' influence, organizational slack, and managers' posture\",\u00a0<b><i>Journal of Business Research<\/i><\/b>\u00a0vol. 60 (5), 2007, 463-473.<\/p><p style=\"font-weight: 500;\">Lado, N., Mart\u00ednez-Ros, E. &amp; Valenzuela, A.: \"Marketing Strategy as an Explanatory Variable of Market Selection: A Simultaneous Modelling Approach\",\u00a0<b><i>International Marketing Review<\/i><\/b>\u00a0vol. 21(6), 2004.\u00a0<\/p><p style=\"font-weight: 500;\">Lado, N., Mart\u00ednez-Ros, E. &amp; Valenzuela, A.: \"Identifying successful marketing strategies by export regional destination\",\u00a0<b><i>International Marketing Review<\/i><\/b>\u00a0vol. 21 (6), 2004, 573-597<\/p><p style=\"font-weight: 500;\">\u00c1lvarez-Gil, M.J., Cardone-Riportella, C., Lado-Coust\u00e9 &amp; N., Samart\u00edn-S\u00e1enz, M.: \"Financial service firms\u2019 entry-mode choice and cultural diversity: Spanish companies in Latin America\",\u00a0<b><i>International Journal of Bank Marketing<\/i><\/b>\u00a0vol. 21 (3), 2003,\u00a0109-121<\/p><p style=\"font-weight: 500;\">Lado, N. &amp; Maydeu-Olivares, A.: \"Market Orientation and Economic Performance in the European Insurance Industry: A Mediational Model\",\u00a0<b><i>The International Journal of Service Industry Management<\/i><\/b>\u00a0vol. 14 (3), 2003, 284-309.<\/p><p style=\"font-weight: 500;\">Lado, N. &amp; Maydeu-Olivares, A.: \"Exploring the link between market orientation and innovation in the European and US insurance markets\",\u00a0<b><i>International Marketing Review<\/i><\/b>\u00a0vol. 18 (2), 2001, 130-144<\/p><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-4de5520f elementor-hidden-desktop elementor-hidden-tablet e-flex e-con-boxed e-con e-parent\" data-id=\"4de5520f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div 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Crisis\u00ab,\u00a0Journal of Service Research\u00a0vol. 11 (4), 2009.\u00a0 Lado, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/indem.uc3m.es\/es\/members\/nora-lado\/\" \/>\n<meta property=\"og:site_name\" content=\"INDEM - Departamento de Econom\u00eda de la Empresa\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-25T07:24:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/03\/perfil-nora-lado.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/indem.uc3m.es\\\/es\\\/members\\\/nora-lado\\\/\",\"url\":\"https:\\\/\\\/indem.uc3m.es\\\/es\\\/members\\\/nora-lado\\\/\",\"name\":\"Nora 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