Carme Moreno

Carme Moreno
University of Castilla-La Mancha · Área de Economía Española e Internacional

Market Research


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Citations since 2016
7 Research Items
25 Citations
My name is Carme, and I was born and raised in Barcelona, Spain. I am based in the U.S., developing my passion for Digital Trends (AI) and Research. Focus on Innovation & Digital Trends: Artificial Intelligence (AI), Internet of Things (IoT), Natural Language Processing (NLP), and Machine Learning (ML).
Additional affiliations
January 2017 - present
Universitat Oberta de Catalunya
  • Professor
February 2015 - June 2016
IGI Global
  • Co-Author
January 2014 - March 2016
Hershey, Pennsylvania, United States: IGI Global
  • Co-Author
October 2016 - October 2017
Stanford University
Field of study
  • Innovation and Entrepreneurship
February 2011 - February 2012
University of Barcelona
Field of study
  • Master in Executive Fashion Retail Management
February 2007 - February 2009


Publications (9)
This chapter looks at the concept of value, and how consumers perceive sustainability as increasing the value of fashion products. It then examines how companies create value along the value chain, and what type of structures they develop to achieve it. Finally, the fundamental role that local suppliers from African countries can play in this value...
Finally, this chapter by Carme Moreno-Gavara and Ana Isabel Jimenéz-Zarco brings together the main conclusions of this volume. In general terms, despite the existing difficulties, female entrepreneurship offers significant opportunities, not only for this group but also, at an economic and social level, for the whole territory. The use of the terri...
This chapter shows how women entrepreneurs in Africa generate significant benefits for their countries economically, socially and environmentally. They continue, however, to face significant cultural, social and legal barriers to the entrepreneurial process. The support of governments, institutions, and local and international companies will be vit...
This book analyzes female entrepreneurship in the textile sector in Africa as a phenomenon that favors the social integration and economic development of women in certain geographical areas. It identifies entrepreneurship as an avenue through which women can escape the feeling of being trapped in the home and assert their independence while providi...
The emergence of so-called fair trade has revolutionized the field of commercial distribution. Promotedand managed by Non-Governmental Organizations (NGOs), fair trade-or also called equitative-isregarded as an initiative to create innovative commercial channels; within which the relationship betweenthe parties is aimed at achieving sustainable dev...
This chapter seeks to examine the impact of online distribution channels for global luxury brands in different countries. The 2.0 technology has revolutionized not only the individuals' consumption patterns, but also the way brands compete. Western economies new trends like recycling or collaborative consumption appear as a way to ensure social and...
Nowadays, women still engage in attempting to bridge the gender gap in terms of pay and access to leadership positions. However, even in recent years, studies show that women are better educated than ever before, but they still continue to demand greater economic incentives, and to claim coveted CEO roles, even at international companies such as IB...
Women's Voices in Management examines a range of women's voices across different geo-political, social and organizational contexts in management. Extant research provides clear evidence on gendering in organizations throughout all ranks including senior management. Chapter 14. The Power of Women Business Angels: Breaking the Double Glass Ceiling th...


Question (1)
We need someone with expertise and knowledge about this topic in these areas of Africa:
“The potential for regional markets in African fashion”
1. Kenia as the first potential market in African Fashion
2. Nigeria as the second potential market in African Fashion
3. Ethiopia: the women small-scale entrepreneurs
4. Ghana as a reference in international fashion
Please feel free to contact me if you are interested or need more info about it:
Thanks a lot.


Cited By


Projects (2)
In the last decade, entrepreneurship has become one of the main lines of interest between academics and professionals. The economic crisis has weakened the economic system of Western countries, and the need to create a strong business fabric based on the figure of the entrepreneur. But this fact evidenced in the developed economies has already been revealed in other parts of the planet, where the economies are in development phase or incipient development. The economic and social conditions of some territories promote an entrepreneurial activity, which on a small scale, is favoring the sustainable development of the territory (Ortmans, 2015). It is particularly the characteristics of the context where this entrepreneurial activity takes place, which also makes it present some features that make it special, and with it, of great study interest. Developed on a small scale, promoted especially by women, and focused especially in the fashion sector, this entrepreneurial activity is also characterized by its sustainable character, not only when seeking economic and social development, but also taking advantage of a coherent natural resources of the territory. The African continent is a clear example of this. As with other points in Asia and Latin America, entrepreneurship in Africa is considered to mean that the African population can foster country development and alleviate poverty (Ortmans, 2015). As it happens, sub-Saharan Africa contains the highest number of individuals engaged in nascent entrepreneurship (14.1%) or early stage entrepreneurial activity (26%) in the world Global Entrepreneurship Monitor, 2015. Also fascinating is the recognition that Africa leads the world with the highest participation rates of women in early stage entrepreneurial activity (24.6%), with the next highest occurring in Latin America (16.1%) Despite steady growth in gross domestic product (GDP) and an increase in entrepreneurship rates, overall GDP by country in Africa remains among the lowest relative to other regions of the world (World Bank, 2013) In this regard, a number of questions arise concerning entrepreneurial activity in Africa. 1) What is the importance of female entrepreneurship in entrepreneurship? 2) What motivates the African woman to undertake? 3) Which sectors of activity are most relevant in female entrepreneurship? 4) Is sustainability a strategic element for the success of women's entrepreneurship in Africa?
Chapter · February 2016 DOI: 10.4018/9781-4666-9787-4 In book: ncyclopedia of E-Commerce Development, Implementation, and Management, Chapter: 51, Publisher: IGI-Global, Editors: In Lee