Javier Morales Mediano

Universidad Pontificia Comillas | UPCO · Department of Marketing

The COVID-19 outbreak changed dramatically and altered the attitudes, intentions and purchasing patterns of consumers. This global crisis was particularly notable because of globalization—the interconnection of markets and countries—and its unprecedented coverage by traditional and digital media. This research queried the impact of the COVID-19 cri...

The aim of this paper is to gain a deeper understanding of fashion events marketing from a sponsor’s perspective and its influence on customers and society. We firstly seek to investigate what are the main marketing objectives of brands when they decide to sponsor fashion events; secondly, what are the main factors to enhance customer engagement wi...

Customers frequently engage in electronic Word of Mouth (e-WOM) to share their service experience. This is particularly important in hospitality where the role of front- line employees and their level of customer orientation are critical. However, it has not yet been studied how the Customer Orientation of Service Employees (COSE) influences e-WOM....

Purpose The purpose of this research is to identify the main authors, the main influential universities doing research on entrepreneurial intentions (EIs), the main subject areas and the main productive academic journals on this topic. This paper also aims to shed light on the current knowledge and contributions to the field, in particular co-autho...

Customers frequently engage in electronic Word of Mouth (e-WOM) to share their service experience. This is particularly important in hospitality where the role of front-line employees and their level of customer orientation are critical. However, it has not yet been studied how the Customer Orientation of Service Employees (COSE) influences e-WOM....

Customer orientation of service employees (COSE) refers to the capacity and skills of employees to (1) identify, understand and satisfy their clients’ needs, and (2) act to that end. The COSE model has been used extensively to assess customer orientation of service employees within different settings. However, minimal modifications from the origina...

The purpose of this article is to investigate customer orientation of service employees (COSE) in family businesses. This study elaborates on the perception and importance of COSE in family-owned companies. The paper also proposes new consequences of COSE in the context of family business. The research is based on a qualitative study comprised of 1...

Purpose The purpose of this paper is to investigate the antecedents, importance, and consequences of the customer orientation of service employees (COSE) in highly relational services (HRS). This study challenges the traditional vision of COSE and its sole focus on transactional services. The paper also examines and confirms new outcomes of COSE. T...

Purpose: This research investigates interfunctional coordination (IC) in a B-to-B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC. Design/methodology/approach: Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with five participants); Study 2 (...

The purpose of this study is to disclose a drawback in the literature of the constructs of market orientation (MO) and customer orientation (CO). This flaw is indeed the lack of a systematic literature review of both concepts. This literature review should serve not only to collect all the literature regarding both constructs, but also to identify...

This paper discusses how the pharmaceutical distribution sector has evolved in the past decades and the role of servitization in an ever changing market led by big players. An empirical analysis was conducted on Portuguese and Spanish distributors which enabled the identification of a detailed portfolio of services currently offered by the industry...

https://3rdsymposiumcerusruk.files.wordpress.com/2015/03/libro-symposium_finalversion12.pdf

Purpose: The present paper aims at providing an outlook of the portfolio of services developed by the pharmaceutical distribution in Spain and Portugal by looking at the different types and levels of implementation. This paper also provides the research framework that is currently the base for the ongoing data collection, exploring the rationale be...