![\"\"](\"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\tDirecci\u00f3n \/ oficina: C\/ Madrid, 126 – 28903 Getafe (Madrid) Spain \/ 7.0.52\n\t\t\t\t\t\t\t\t\t<\/li>\n
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\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.: \u00abEvolutionary 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>\n Lado, N., Duque, L. & \u00c1lvarez, D.: \u00abCurrent 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>\n Lado, N., \u00c1lvarez-Gil, M.J., Berrone, P. & Husillos, J.: \u00abReverse logistics, stakeholders’ influence, organizational slack, and managers’ posture<\/a>\u00ab,\u00a0Journal of Business Research\u00a0vol. 60 (5), 2007, 463-473.<\/p>\n \t\t\t\t\t\t\t\t\tBio 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.<\/p>\n 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.<\/p>\n 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.\u00a0Es 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.<\/p>\n Otra l\u00ednea de investigaci\u00f3n se centra en el desarrollo de herramientas educativas basadas en simulaciones de marketing virtual:\u00a0http:\/\/marketinggame.uc3m.es\/intro\/<\/a>\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\tPublicaciones<\/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\u00a0Journal of International Consumer Marketing<\/i><\/b>\u00a0 vol. 31 (3), 2019, 203.<\/p>\n Ho, H.-C., Lado, N. & Rivera-Torres, P.: \u00abDetangling consumer attitudes to better explain co-branding success\u00bb,\u00a0Journal of Product and Brand Management<\/i><\/b>\u00a0vol. 26 (7), 2017, 704-721<\/p>\n Lado, N., Garc\u00eda-Crespo, A., Ceballos, M., Gonz\u00e1lez-Carrasco, I. & L\u00f3pez-Cuadrado, J.L.: \u00abInnovation in the Spanish Twittersphere: an ontology and stakeholder\u2019s salience analysis\u201d\u00a0in Brem (ed.)\u00a0Revolution of Innovation Management\u00a0<\/i><\/b>The Digital Breakthrough<\/i><\/b>, Ed.\u00a0Springer, 2016.<\/p>\n Lado, N., Villanueva, D., Gonz\u00e1lez, I. &\u00a0L\u00f3pez-Cuadrado, J.L.:\u00a0\u00ab<z, j.l.:=\u00bb\u00bb \u00ab<=\u00bb\u00bb span=\u00bb\u00bb style=\u00bbbox-sizing: border-box;\u00bb>SMORE: Towards a semantic modeling for knowledge representation on social media\u201d\u00a0Science of Computer Programming\u00a0<\/i><\/b>vol. 121, Junio 2016, 16-33<\/z,><\/p>\n Lado, N. & Martos, M.: \u00abBrand Loyalty Using Discrete Choice Models: An Application to the Spanish Market\u201d\u00a0in Spotts (ed.)\u00a0Assessing 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.: \u00abCurrent Marketing Practices and Market Orientation in the Context of an Emerging Economy: The Case of Uruguay\u00bb,\u00a0Journal of Small Business Management\u00a0<\/i><\/b>vol. 52 (4), Octubre 2013, 602-616.<\/p>\n Lado, N., Mart\u00ednez-Ros, E. & Martos, M.: \u00abThe power of a package\u201d,\u00a0Journal of Advertising Research\u00a0<\/i><\/b>vol. 52 (3), 2012, 364-375.<\/p>\n Lado, N. & Esteban, M.: \u00abBrand Value in Horizontal Alliances: the Case of Twin Cars\u00bb,\u00a0Journal of the Operational Research Society\u00a0<\/i><\/b>vol. 62 (8), 2011, 1533-1542.<\/p>\n Duque, L.\u00a0&\u00a0Lado, N.:\u00a0\u00abCross\u2010cultural comparisons of consumer satisfaction ratings\u00bb,\u00a0International Marketing Review<\/i><\/b>\u00a0vol. 27 (6), 2010, 676-693.<\/p>\n Lado, N., Labeaga, J. & Martos, M.: \u00abThe Double Jeopardy Loyalty Effect Using Discrete Choice Models\u00bb,\u00a0International Journal of Market Research\u00a0<\/i><\/b>vol. 52 (5), 2010<\/p>\n Lado, N., Moshe, K. & Torres, A.: \u00abEvolutionary Changes in Service-Attribute Importance in a Crisis Scenario: The Uruguayan Financial Crisis\u00bb,\u00a0Journal of Service Research\u00a0<\/i><\/b>vol. 11 (4), 2009.\u00a0<\/p>\n Lado, N., Labeaga, J. & Martos, M.: \u00abBehavioural loyalty towards store brands\u00bb,\u00a0Journal of Retailing and Consumer Services<\/i><\/b>\u00a0vol. 14, 2007, 347-356.<\/p>\n Lado, N., \u00c1lvarez-Gil, M.J., Berrone, P. & Husillos, J.: \u00abReverse logistics, stakeholders’ influence, organizational slack, and managers’ posture\u00bb,\u00a0Journal of Business Research<\/i><\/b>\u00a0vol. 60 (5), 2007, 463-473.<\/p>\n Lado, N., Mart\u00ednez-Ros, E. & Valenzuela, A.: \u00abMarketing Strategy as an Explanatory Variable of Market Selection: A Simultaneous Modelling Approach\u00bb,\u00a0International Marketing Review<\/i><\/b>\u00a0vol. 21(6), 2004.\u00a0<\/p>\n Lado, N., Mart\u00ednez-Ros, E. & Valenzuela, A.: \u00abIdentifying successful marketing strategies by export regional destination\u00bb,\u00a0International Marketing Review<\/i><\/b>\u00a0vol. 21 (6), 2004, 573-597<\/p>\n \u00c1lvarez-Gil, M.J., Cardone-Riportella, C., Lado-Coust\u00e9 & N., Samart\u00edn-S\u00e1enz, M.: \u00abFinancial service firms\u2019 entry-mode choice and cultural diversity: Spanish companies in Latin America\u00bb,\u00a0International Journal of Bank Marketing<\/i><\/b>\u00a0vol. 21 (3), 2003,\u00a0109-121<\/p>\n Lado, N. & Maydeu-Olivares, A.: \u00abMarket Orientation and Economic Performance in the European Insurance Industry: A Mediational Model\u00bb,\u00a0The International Journal of Service Industry Management<\/i><\/b>\u00a0vol. 14 (3), 2003, 284-309.<\/p>\n Lado, N. & Maydeu-Olivares, A.: \u00abExploring the link between market orientation and innovation in the European and US insurance markets\u00bb,\u00a0International Marketing Review<\/i><\/b>\u00a0vol. 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\tDirecci\u00f3n \/ oficina: 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\tTel\u00e9fono \/ fax: (34) 91 624 96 40\n\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul>\n \t\t\t\t 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\n\t\t\t\t\t<\/h3>\nPublicaciones seleccionadas<\/h2>\n
\n\t\t\t\t\t\t\t\t\tNacida 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.<\/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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