{"id":2304,"date":"2019-06-17T16:12:31","date_gmt":"2019-06-17T14:12:31","guid":{"rendered":"http:\/\/generes.unizar.es\/?page_id=2304"},"modified":"2025-06-21T02:15:20","modified_gmt":"2025-06-21T00:15:20","slug":"bordonaba-juste","status":"publish","type":"page","link":"https:\/\/generes.unizar.es\/es\/members\/bordonaba-juste\/","title":{"rendered":"Mar\u00eda Victoria Bordonaba Juste"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-page pdfprnt-top-right\"><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2304?print=pdf\" class=\"pdfprnt-button pdfprnt-button-pdf\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/pdf.png\" alt=\"image_pdf\" title=\"Descargar PDF\" \/><\/a><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2304?print=print\" class=\"pdfprnt-button pdfprnt-button-print\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/print.png\" alt=\"image_print\" title=\"Imprimir contenido\" \/><\/a><\/div><p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_5_6 5_6 fusion-five-sixth fusion-column-first\" style=\"--awb-bg-size:cover;width:83.333333333333%;width:calc(83.333333333333% - ( ( 4% ) * 0.83333333333333 ) );margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-tabs fusion-tabs-2 classic nav-is-justified horizontal-tabs icon-position-left mobile-mode-accordion\" style=\"--awb-title-border-radius-top-left:0px;--awb-title-border-radius-top-right:0px;--awb-title-border-radius-bottom-right:0px;--awb-title-border-radius-bottom-left:0px;--awb-alignment:start;--awb-inactive-color:#faf9f8;--awb-background-color:#ffffff;--awb-border-color:#ede8e8;--awb-active-border-color:#f09a3e;\"><div class=\"nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-7e717e28c14f9e1e255\" aria-selected=\"true\" id=\"fusion-tab-contacto\" href=\"#tab-7e717e28c14f9e1e255\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-158fba0247da29e52bf\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-investigaci\u00d3n\" href=\"#tab-158fba0247da29e52bf\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-6944f54e419226744fe\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-docencia\" href=\"#tab-6944f54e419226744fe\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-content\"><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-7e717e28c14f9e1e255\" aria-selected=\"true\" id=\"mobile-fusion-tab-contacto\" href=\"#tab-7e717e28c14f9e1e255\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix in active\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-contacto\" id=\"tab-7e717e28c14f9e1e255\">\n<p class=\"tabcv\">CONTACTO<\/p>\n<p><img decoding=\"async\" class=\"wp-image-3767 size-full alignleft\" src=\"https:\/\/generes.unizar.es\/wp-content\/uploads\/2025\/06\/victoriabordanaba.jpg\" alt=\"\" width=\"170\" height=\"214\" \/><strong>Titular de Universidad del Dpto. de Direcci\u00f3n de Marketing e Investigaci\u00f3n de Mercados de la Universidad de Zaragoza. Ha publicado diversos art\u00edculos de marketing y estrategia empresarial en revistas nacionales e internacionales, como Journal of Business Research, Internet Research, Supply Chain Management: An International Journal, European Journal of Marketing o Journal of Business and Industrial Marketing, entre otros. Sus principales l\u00edneas de investigaci\u00f3n se centran en el marketing de relaciones, la supervivencia de empresas, el sector de la franquicia y las nuevas tecnolog\u00edas.<\/strong><\/p>\n<p><strong>Direcci\u00f3n:<\/strong> Facultad de Econom\u00eda y Empresa. Campus Para\u00edso. Gran V\u00eda, 2. CP: 50.005, Zaragoza<br \/>\n<strong>Tel\u00e9fono:<\/strong> 976761000<br \/>\n<strong>Extensi\u00f3n:<\/strong> 4696<br \/>\n<strong>E-mail:<\/strong> vbordon@unizar.es<\/p>\n<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-158fba0247da29e52bf\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-investigaci\u00d3n\" href=\"#tab-158fba0247da29e52bf\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-investigaci\u00d3n\" id=\"tab-158fba0247da29e52bf\">\n<p class=\"tabcv\">INVESTIGACI\u00d3N<\/p>\n<p><strong>Publicaciones m\u00e1s relevantes:<\/strong><\/p>\n<p>Lucia-Palacios, L., Bordonoba-Juste, V., &amp; P\u00e9rez-L\u00f3pez, R. (2021). Adopci\u00f3n de la reventa entre consumidores entre pa\u00edses europeos: Diferencias entre los millennials mayores y j\u00f3venes. <strong><em>Servicios Empresariales<\/em><\/strong>, 15(2), 253-279.<\/p>\n<p>Bordonaba-Juste, M. V., Lucia-Palacios, L., &amp; P\u00e9rez-L\u00f3pez, R. (2020): \u201cGenerational differences in valuing usefulness, privacy and security negative experiences for paying for cloud services\u201d, <strong><em>Information Systems and e-Business Management<\/em><\/strong>, 1-26. <a href=\"https:\/\/doi.org\/10.1007\/s10257-020-00462-8\">https:\/\/doi.org\/10.1007\/s10257-020-00462-8<\/a><\/p>\n<p>P\u00e9rez-L\u00f3pez, R., Gurrea-Sarasa, R., Herrando, C., Mart\u00edn-De Hoyos, M. J., Bordonaba-Juste, V., &amp; Utrillas-Acerete, A. (2020): \u201cThe generation of student engagement as a cognition-affect-behaviour process in a Twitter learning experience\u201d. <strong><em>Australasian Journal of Educational Technology<\/em><\/strong>, Vol. 36, No. 3, 132-146.\u00a0<a href=\"https:\/\/doi.org\/10.14742\/ajet.5751\">https:\/\/doi.org\/10.14742\/ajet.5751<\/a><\/p>\n<p>Borraz-Mora, J; Bordonaba-Juste, V., Polo Redondo, Y. (2016): \u201cEl cliente omnicanal en banca electr\u00f3nica: un an\u00e1lisis del mercado espa\u00f1ol\u201d, <strong><em>Informaci\u00f3n Comercial Espa\u00f1ola: ICE. Revista de econom\u00eda (Tribuna de Econom\u00eda)<\/em><\/strong>, Vol.:N.891 jul-agosto\u00a0 pp.: 181-198<\/p>\n<p>Bordonaba, V. y Pina, J.M. (2018), \u201c<a href=\"https:\/\/academic.oup.com\/iwc\/article-abstract\/30\/2\/162\/4883503\" target=\"_blank\" rel=\"noopener noreferrer\">Students\u2019 Experience with Online Simulation Games: From Computer Anxiety to Satisfaction<\/a>\u201d, Interacting with Computers, Vol. 30(2), 162-171.<\/p>\n<p>Borraz-Mora, J., Bordonaba-Juste, V., y Polo-Redondo, Y. (2017), \u201c<a href=\"http:\/\/www.revecap.com\/revista\/ingles\/numeros\/75\/pdf\/BORRAZ-75.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">FUNCTIONAL BARRIERS TO THE ADOPTION OF ELECTRONIC BANKING: THE MODERATING EFFECT OF GENDER<\/a>\u201d, Revista de Econom\u00eda Aplicada, Vol.: XXV, N. 75, pp.: 87-107.<\/p>\n<p>Lucia, L., Bordonaba, V., Polo, Y. y Gr\u00fcnhagen, M. (2016), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0378720616300052\" target=\"_blank\" rel=\"noopener noreferrer\">Complementary IT resources for enabling technological opportunism<\/a>\u201d, Information &amp; Management , Vol. 53 (5), 654-667.<\/p>\n<p>Bordonaba, V., Gr\u00fcnhagen, M., Lucia, L. y Polo, Y. (2014) \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296313001744\" target=\"_blank\" rel=\"noopener noreferrer\">Technological opportunism effects on IT adoption, intra-firm diffusion and performance: evidence from the U.S. and Spain<\/a>\u201d, Journal of Business Research, Vol.67, 1178-1188.<\/p>\n<p>Alon, I., Bordonaba, V., Lucia, L. y Madanoglu, M. (2014) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17105936&amp;show=abstract\" target=\"_blank\" rel=\"noopener noreferrer\">Franchising and value signaling<\/a>\u201d, Journal of Services Marketing, Vol.28(2), 105-115.<\/p>\n<p>Bordonaba, V., Lucia, L., Polo, Y. y Gr\u00fcnhagen., M. (2014) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17101803&amp;show=abstract\" target=\"_blank\" rel=\"noopener noreferrer\">E-business implementation and performance: analysis of mediating factors<\/a>\u201d, Internet Research, Vol.24(2), 223-245.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2012) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17062437\" target=\"_blank\" rel=\"noopener noreferrer\">Antecedents and consequences of e-business use for European retailers<\/a>\u201d, Internet Research, Vol.22 (5), 532-550.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2012) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17024574\" target=\"_blank\" rel=\"noopener noreferrer\">The influence of organizational factors on e-business use: analysis of firm size<\/a>\u201d, Marketing Intelligence &amp; Planning, Vol.30 (2), 212-229.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2011) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1905924\" target=\"_blank\" rel=\"noopener noreferrer\">Determinants of firm size in the franchise distribution system. Empirical evidence from the Spanish market<\/a>\u201d, European Journal of Marketing, Vol.45, 170-190.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2011) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1942699\" target=\"_blank\" rel=\"noopener noreferrer\">An analysis of franchisor failure risk: evidence from Spain<\/a>\u201d, Journal of Business and Industrial Marketing, Vol.26 (6), 407-420.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2010) \u201c<a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/10466690903435794#.UwM9nM6LGFA\" target=\"_blank\" rel=\"noopener noreferrer\">Influence of franchisors\u2019 competitive strategies on network size: The impact of entry timing decision<\/a>\u201d, Journal of Marketing Channels, Vol.17 (1), 33-49.<\/p>\n<p>Bordonaba Juste, V. and Cambra Fierro, J.J. (2009) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1810710&amp;show=abstract\" target=\"_blank\" rel=\"noopener noreferrer\">Managing supply chain in the context of SMEs: a collaborative and customized partnership with the suppliers as the key for success<\/a>\u201d. Supply Chain Management: An International Journal, Vol. 14 (5), 393-402.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2009) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1770659&amp;show=abstract\" target=\"_blank\" rel=\"noopener noreferrer\">Franchise firm entry time influence on long-term survival<\/a>\u201d. International Journal of Retail and Distribution Management, Vol. 37 (2), 106-125.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2009) \u201c<a href=\"http:\/\/apps.elsevier.es\/watermark\/ctl_servlet?_f=10&amp;pident_articulo=90064645&amp;pident_usuario=0&amp;pcontactid=&amp;pident_revista=324&amp;ty=142&amp;accion=L&amp;origen=elsevierpt%20&amp;web=http:\/\/www.elsevierciencia.es&amp;lan=es&amp;fichero=324v12n39a90064645pdf001.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">An\u00e1lisis de la salida del mercado: Fracaso vs Abandono en la Franquicia<\/a>\u201d. Cuadernos de Econom\u00eda y Direcci\u00f3n de Empresas, Vol. 39, 33-58.<\/p>\n<p>Bordonaba Juste, V., Lucia Palacios, L. and Polo Redondo, Y. (2009) \u201cThe Effect of Intangible Resources on Firm Performance in the Spanish Franchise System: The Moderating Influence of Internationalization\u201d. European Retail Research, Vol. 23 (2), 1-22, Ed.: Gabler Research Publisher.<\/p>\n<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-6944f54e419226744fe\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-docencia\" href=\"#tab-6944f54e419226744fe\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-docencia\" id=\"tab-6944f54e419226744fe\">\n<p class=\"tabcv\">DOCENCIA<\/p>\n<p><strong>Asignaturas de Grado:<\/strong><\/p>\n<p>Grado en Administraci\u00f3n y Direcci\u00f3n de Empresas:<\/p>\n<ul>\n<li>Direcci\u00f3n Comercial I<\/li>\n<li>Decisiones Comerciales<\/li>\n<\/ul>\n<p>Grado en Marketing e Investigaci\u00f3n de Mercados<\/p>\n<ul>\n<li>Simulaci\u00f3n Comercial<\/li>\n<\/ul>\n<p><strong>Asignaturas de Posgrado:<\/strong><\/p>\n<p>M\u00e1ster Universitario en Direcci\u00f3n, Estrategia y Marketing<\/p>\n<ul>\n<li>Gesti\u00f3n de relaciones y valor del cliente<\/li>\n<\/ul>\n<\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_6 1_6 fusion-one-sixth fusion-column-last\" style=\"--awb-bg-size:cover;width:16.666666666667%;width:calc(16.666666666667% - ( ( 4% ) * 0.16666666666667 ) );\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-has-icon fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-align-block\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#01485f;--button_gradient_bottom_color:#01485f;--button_gradient_top_color_hover:#f09a3e;--button_gradient_bottom_color_hover:#f09a3e;width:calc(100%);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"?print=print\"><span class=\"fusion-button-icon-divider button-icon-divider-left\"><i class=\"fa-download fas awb-button__icon awb-button__icon--default\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default fusion-button-text-left\">Imprimir Curriculum<\/span><\/a><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":10,"featured_media":0,"parent":2096,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-2304","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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