{"id":2487,"date":"2019-06-18T17:08:21","date_gmt":"2019-06-18T15:08:21","guid":{"rendered":"http:\/\/generes.unizar.es\/?page_id=2487"},"modified":"2025-02-21T22:47:25","modified_gmt":"2025-02-21T21:47:25","slug":"polo-redondo","status":"publish","type":"page","link":"https:\/\/generes.unizar.es\/es\/members\/polo-redondo\/","title":{"rendered":"Yolanda Polo Redondo"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-page pdfprnt-top-right\"><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2487?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\/2487?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-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-28a589087d5eb5247fa\" aria-selected=\"true\" id=\"fusion-tab-contacto\" href=\"#tab-28a589087d5eb5247fa\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-84b02e49ca8a93a0359\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-investigaci\u00d3n\" href=\"#tab-84b02e49ca8a93a0359\"><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-4dc2eb65d968ef0c0f2\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-docencia\" href=\"#tab-4dc2eb65d968ef0c0f2\"><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-28a589087d5eb5247fa\" aria-selected=\"true\" id=\"mobile-fusion-tab-contacto\" href=\"#tab-28a589087d5eb5247fa\"><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-28a589087d5eb5247fa\">\n<p class=\"tabcv\">CONTACTO<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-2194\" src=\"\/wp-content\/uploads\/2019\/06\/poloredondocv.jpg\" alt=\"\" width=\"170\" height=\"214\" \/><strong>Catedr\u00e1tica de Comercializaci\u00f3n e Investigaci\u00f3n de Mercados de la Universidad de Zaragoza.<\/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 Interno:<\/strong> 1834<br \/>\n<strong>Tel\u00e9fono Externo:<\/strong> 976 761 834<br \/>\n<strong>Fax:<\/strong> 976 766 717<br \/>\n<strong>E-mail:<\/strong> ypolo@unizar.es<\/p>\n<p style=\"padding-top: 2em; padding-bottom: 0.5em; color: #01485f; font-size: 1.2em;\"><strong>CURR\u00cdCULUM VITAE ABREVIADO<\/strong><\/p>\n<p><strong>DATOS PROFESIONALES:<\/strong><br \/>\n<strong>Categor\u00eda:<\/strong> Catedr\u00e1tica de Universidad (desde agosto de 1992)<br \/>\n<strong>\u00c1rea de Conocimiento:<\/strong> Comercializaci\u00f3n e Investigaci\u00f3n de Mercados.<br \/>\n<strong>Centro:<\/strong> Facultad de CC. Econ\u00f3micas y Empresariales.<br \/>\n<strong>Departamento:<\/strong> Direcci\u00f3n de Marketing e Investigaci\u00f3n de Mercados.<\/p>\n<p><strong>ACTIVIDAD DOCENTE:<\/strong><br \/>\nSu actividad docente se ha desarrollado \u00edntegramente en la Facultad de Ciencias Econ\u00f3micas y Empresariales de la Universidad de Zaragoza, donde ha impartido regularmente docencia en los tres ciclos. Tiene reconocidos seis quinquenios de docencia.<\/p>\n<p>Ha participado en numerosos seminarios y master en distintas universidades y ha colaborado activamente en la preparaci\u00f3n de ciclos formativos para diversas instituciones y empresas.<\/p>\n<p>Ha coordinado dos Estudios Propios en la Universidad de Zaragoza: el Post-grado \u201cEconom\u00eda de la Distribuci\u00f3n Comercial\u201d desde 1990 hasta 1995, y el Master en \u201cComunicaci\u00f3n de Empresa y Publicidad\u201d desde 2002 hasta 2012; y dirigi\u00f3 en el per\u00edodo 1998-2003 el Master de Marketing y Gesti\u00f3n Comercial organizado por la Universidad de Zaragoza y el club de Marketing de esta ciudad.<\/p>\n<p><strong>ACTIVIDAD INVESTIGADORA:<\/strong><br \/>\nEvaluaci\u00f3n positiva de los seis sexenios de investigaci\u00f3n solicitados. Per\u00edodo (1982-2017).<\/p>\n<p>Evaluaci\u00f3n positiva del primer tramo de transferencia solicitado.<\/p>\n<p>Principales L\u00edneas de Investigaci\u00f3n: Gesti\u00f3n de las relaciones con el cliente, Marketing de Experiencias, Multicanalidad, Adopci\u00f3n y difusi\u00f3n de nuevas tecnolog\u00edas, An\u00e1lisis estrat\u00e9gico del sector bancario espa\u00f1ol, Distribuci\u00f3n comercial, Desarrollo de nuevos productos, Comercializaci\u00f3n de servicios b\u00e1sicos y Comercio electr\u00f3nico.<\/p>\n<p>Proyectos de Investigaci\u00f3n: Desde 1985 ha participado regularmente, como investigadora principal, en m\u00e1s de 30 proyectos de investigaci\u00f3n de convocatorias p\u00fablicas y privadas (Ministerio de Ciencia y Tecnolog\u00eda, Ministerio de Trabajo, Ministerio de Educaci\u00f3n y Ciencia, CICYT, Ministerio de Asuntos Sociales, Fundaci\u00f3n del Banco Exterior, Fundaci\u00f3n FIES o Fundaci\u00f3n de Econom\u00eda Aragonesa). Es tambi\u00e9n investigadora principal del Grupo de Investigaci\u00f3n de Excelencia \u201cGener\u00e9s\u201d, reconocido por el Gobierno de Arag\u00f3n, que cuenta con una veintena de miembros.<\/p>\n<p>Publicaciones: Ha publicado sus investigaciones en algo m\u00e1s de 20 libros y m\u00e1s de 200 art\u00edculos en distintas revistas nacionales e internacionales, entre las que destacan: Journal of Academy of Marketing Science, Strategic Management Journal, Journal of Service Research, Journal of Interactive Marketing, Research Policy, Supply Chain Management, Journal of Business Ethics, Industrial Marketing Management, European Journal of Marketing, Journal of Marketing Management y Technovation.<\/p>\n<p>Conferencias y Congresos: Ha dictado conferencias e impartido cursos monogr\u00e1ficos en la mayor\u00eda de universidades espa\u00f1olas y ha presentado alrededor de 150 comunicaciones y ponencias en otros tantos Congresos nacionales e internacionales.<\/p>\n<p>Tesis Doctorales dirigidas: Ha dirigido 14 tesis doctorales, cinco de las cuales han sido reconocidas con el Premio Extraordinario y tres de ellas con el premio a la mejor Tesis Doctoral le\u00edda en el \u00e1rea de Comercializaci\u00f3n e Investigaci\u00f3n de Mercados. En este momento se encuentra dirigiendo una tesis sobre relaciones B2B.<\/p>\n<p>Otras Actividades de Investigaci\u00f3n: Desde enero de 2001 hasta diciembre de 2004 fue editora de la Revista Espa\u00f1ola de Investigaci\u00f3n de Marketing y m\u00e1s tarde lo fue de Cuadernos Aragoneses de Econom\u00eda. Ha sido miembro del Consejo de Redacci\u00f3n de diferentes revistas como Cuadernos de Econom\u00eda y Direcci\u00f3n de la Empresa, Revista de Marketing P\u00fablico y no lucrativo, Universia Business Review y Revista Espa\u00f1ola de Investigaci\u00f3n de Marketing. Es miembro del Consejo Editor de las Prensas Universitarias de la Universidad de Zaragoza.<\/p>\n<p>Ha sido Presidenta del Comit\u00e9 Organizador de los VIII Encuentros de Profesores de Marketing y de las II Jornadas Internacionales de Marketing P\u00fablico y no Lucrativo. Ha pertenecido al Comit\u00e9 Cient\u00edfico de numerosos congresos nacionales e internacionales.<\/p>\n<p>Ha sido Presidenta de la Asociaci\u00f3n Cient\u00edfica de Econom\u00eda y Direcci\u00f3n de la Empresa (ACEDE) y miembro de la Asociaci\u00f3n Europea de Econom\u00eda y Direcci\u00f3n de Empresas.<\/p>\n<p><strong>GESTI\u00d3N UNIVERSITARIA:<\/strong><br \/>\nHa sido Gestora de Econom\u00eda del Plan Nacional de Investigaci\u00f3n Cient\u00edfica, Desarrollo e Innovaci\u00f3n Tecnol\u00f3gica (2008-2011), dependiente del Ministerio de Ciencia y Tecnolog\u00eda (Enero 2009-Diciembre 2011).<\/p>\n<p>Ha formado parte de la Comisi\u00f3n de Acreditaci\u00f3n de C\u00e1tedras para las \u00e1reas de Econom\u00eda, Ciencias Jur\u00eddicas y Sociales, durante los a\u00f1os 2010-2012.<\/p>\n<p>Desde 2004 y hasta 2014 ha formado parte del Consejo Asesor en materia de Investigaci\u00f3n, Desarrollo e Innovaci\u00f3n (CONAID) del Gobierno de Arag\u00f3n.<\/p>\n<p>Ha ocupado distintos puestos en su universidad. Ha sido desde 1993 a 1998 y desde 2002 hasta 2004 Directora del Departamento de Econom\u00eda y Direcci\u00f3n de Empresas de la Universidad de Zaragoza. Fue Vicedecana de Ordenaci\u00f3n Acad\u00e9mica de la Facultad de Ciencias Econ\u00f3micas y Empresariales de 1990 a 1993. Es miembro de la Junta de Facultad, y ha pertenecido a las comisiones de Ordenaci\u00f3n Docente, de Contrataci\u00f3n, de Control y Evaluaci\u00f3n de la Docencia (de la que fue Presidenta durante 5 a\u00f1os), del Plan de Estudios y del Plan Estrat\u00e9gico de la Universidad. Forma parte del Claustro de la Universidad desde el a\u00f1o 1993 y ha pertenecido a la Comisi\u00f3n de Elaboraci\u00f3n de Estatutos de dicha Universidad y a la Subcomisi\u00f3n de Docencia e Investigaci\u00f3n. Ha sido Vicepresidenta del Claustro de la Universidad de Zaragoza durante los a\u00f1os 2013-2016. Desde 2016 y hasta la actualidad es Vicerrectora de Cultura y Proyecci\u00f3n Social de la Universidad de Zaragoza.<\/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-84b02e49ca8a93a0359\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-investigaci\u00d3n\" href=\"#tab-84b02e49ca8a93a0359\"><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-84b02e49ca8a93a0359\">\n<p class=\"tabcv\">INVESTIGACI\u00d3N<\/p>\n<p><strong>Una selecci\u00f3n de publicaciones:<\/strong><\/p>\n<p>Lucia-Palacios,L. P\u00e9rez-L\u00f3pez, R., Polo-Redondo, Y. (2020). \u201cDoes stress matter in mall experience and customer satisfaction?\u201d,\u00a0<strong><em>Journal of Services Marketing<\/em><\/strong>, Vol 34 (2), pp. 177-191.<\/p>\n<p>Lucia-Palacios,L. P\u00e9rez-L\u00f3pez, R., Polo-Redondo, Y.(2020). \u201cHow situational circumstances modify the effects of frontline employees\u2019 competences on customer satisfaction with the store\u201d,\u00a0<strong><em>Journal of Retailing and Consumer Services<\/em><\/strong>, Vol. 52, 101905.<\/p>\n<p>Lucia, L., P\u00e9rez-L\u00f3pez, R. y Polo-Redondo, Y. (en prensa). \u201c<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/0965254X.2017.1339116\">Environmental Excitement and Customer-related Characteristics: Incidental Moods, Gender and Frequency of Visit\u00a0A Study of Young Shoppers<\/a>\u201c<em>,\u00a0<strong>Journal of Strategic Marketing<\/strong><\/em>, <a href=\"http:\/\/dx.doi.org\/10.1080\/0965254X.2017.1339116\">disponible online<\/a>.<\/p>\n<p>Lucia, L., P\u00e9rez, R. y Polo, Y. (2018),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0148296318302534\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cCan social support alleviate stress while shopping in crowded retail environments?\u201d<\/a>,\u00a0<strong><em>Journal of Business Research<\/em>,<\/strong>\u00a0Vol. 90, 141-150 .<\/p>\n<p>Petersen, J. A., Kumar, V., Polo, Y. y Ses\u00e9, F. J. (2018), <a href=\"https:\/\/link.springer.com\/article\/10.1007\/s11747-017-0554-5\" target=\"_blank\" rel=\"noopener noreferrer\">\u201c Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability\u201c<\/a>,\u00a0<strong><em>Journal of the Academy of Marketing Science<\/em><\/strong><em>, <\/em><em>Vol. 46 (5), 813-836.<\/em><\/p>\n<p>Polo, Y. y Ses\u00e9, F. J. (2016), \u201c<a href=\"http:\/\/journals.sagepub.com\/doi\/abs\/10.1177\/1094670516645189?journalCode=jsra\">Does the Nature of the Interaction Matter? Understanding Customer Channel Choice for Purchases and Communications<\/a>,\u201d\u00a0<em><strong>Journal of Service Research<\/strong><\/em>, Vol. 19 (3), 276-290.<\/p>\n<p>Lucia, L., Bordonaba, V., Polo, Y. y Gr\u00fcnhagen, M. (2016),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0378720616300052\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cComplementary IT resources for enabling technological opportunism\u201d<\/a>,\u00a0<strong><em>Information &amp; Management\u00a0<\/em><\/strong>, Vol. 53 (5), 654-667.<\/p>\n<p>Lucia, L., P\u00e9rez, R. y Polo, Y. (2015).\u00a0<a href=\"http:\/\/download.springer.com\/static\/pdf\/882\/art%253A10.1007%252Fs11628-015-0277-y.pdf?originUrl=http%3A%2F%2Flink.springer.com%2Farticle%2F10.1007%2Fs11628-015-0277-y&amp;token2=exp=1442564495%7Eacl=%2Fstatic%2Fpdf%2F882%2Fart%25253A10.1007%25252Fs11628-015-0277-y.pdf%3ForiginUrl%3Dhttp%253A%252F%252Flink.springer.com%252Farticle%252F10.1007%252Fs11628-015-0277-y*%7Ehmac=e652c52ea796d08c204ad3d735a88454f343dfdfc1c5e0701f855124dc8161ea\">\u201cEnemies of cloud services usage: inertia and switching costs\u201d<\/a>,\u00a0<strong><em>Service Business<\/em><\/strong>, Vol. 10(2), 447-467.<\/p>\n<p>Lucia-Palacios,L. P\u00e9rez-L\u00f3pez, R. y Polo-Redondo, Y. (2016)\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/IJRDM-05-2014-0061?journalCode=ijrdm\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cCognitive, affective and behavioural in mall experience: a qualitative approach\u201d\u00a0<\/a>,\u00a0<strong><em>International Journal of Retail &amp; Distribution Management<\/em><\/strong>, Vol. 44(1), 4-21.<\/p>\n<p>Bordonaba, V., Gr\u00fcnhagen, M., Lucia, L. y Polo, Y. (2014)\u00a0<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296313001744\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTechnological opportunism effects on IT adoption, intra-firm diffusion and performance: evidence from the U.S. and Spain\u201d<\/a>,\u00a0<strong><em>Journal of Business Research<\/em><\/strong>, Vol.67, 1178-1188.<\/p>\n<p>Bordonaba, V., Lucia, L.,\u00a0 Polo, Y. y Gr\u00fcnhagen.,\u00a0 M. (2014)\u00a0<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17101803&amp;show=abstract\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cE-business implementation and performance: analysis of mediating factors\u201d<\/a>,<strong>\u00a0<em>Internet Research<\/em>,\u00a0<\/strong>Vol.24(2), 223-245.<\/p>\n<p>Cambra, J., Fuster, A., L\u00f3pez, M., Polo, Y. y Wilson, A. (2013),\u00a0<a href=\"http:\/\/pure.strath.ac.uk\/portal\/en\/publications\/when-do-firms-implement-csr-a-study-of-the-spanish-construction-and-real-estate-sector%286eec6fd9-2807-4f01-a1e8-50992911d55e%29.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cWhen do firms implement CSR? A study of the Spanish construction and real state sector\u201d<\/a>,\u00a0<strong><em>Journal of Management and Organization,<\/em><\/strong>\u00a0Vol.19, 150-166.<\/p>\n<p><strong>Polo, Y. y Ses\u00e9, J.\u00a0<\/strong>(2013)\u00a0<a href=\"http:\/\/jsr.sagepub.com\/content\/early\/2013\/01\/02\/1094670512471584.abstract\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cStrengthening Customer Relationships: What Factors Influence Customers to Migrate to Contracts?\u201d<\/a>,\u00a0<strong><em>Journal of Service Research,<\/em><\/strong>\u00a0Vol. 16(2), 138-154.<\/p>\n<p>Cambra, J., Fuster, A., Hart, S. y Polo, Y. (2012),\u00a0<a href=\"http:\/\/download.springer.com\/static\/pdf\/734\/art%253A10.1007%252Fs11135-011-9429-x.pdf?auth66=1392812813_2f622e667906f1be015a2ec8d725e2b6&amp;ext=.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cMarket and learning orientation in times of turbulence: relevance questioned? An analysis using a multi case study\u201d<\/a>,\u00a0<em><strong>International Journal of Methodology<\/strong><\/em>, Vol. 46, 855-871.<\/p>\n<p>Fuentelsaz, L., Maicas, J.P., Polo, Y. (2012).\u00a0<a href=\"http:\/\/pubsonline.informs.org\/doi\/abs\/10.1287\/isre.1100.0303\">\u201cSwitching Costs, Network Effects and Competition in the European Mobile Telecommunications Industry\u201d<\/a>.\u00a0<strong><em>Information Systems Research<\/em><\/strong>, Vol. 23 (1), 93-108.<\/p>\n<p>Bordonaba, V., Lucia, L. y Polo, Y. (2011) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1931278\" target=\"_blank\" rel=\"noopener noreferrer\">An analysis of Franchisor Failure Risk: Evidence from Spain<\/a>\u201c,\u00a0<em><strong>Journal of Business and Industrial Marketing<\/strong><\/em>, Vol.26, 407-420.<\/p>\n<p>Cambra, J., Hart, S., Fuster, A. y Polo, Y. (2011),\u00a0<a href=\"http:\/\/strathprints.strath.ac.uk\/35545\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cLooking for performance: How innovation and strategy may affect market orientation models\u201d<\/a>,\u00a0<strong><em>Innovation Management, Policy and Practice<\/em><\/strong>, Vol.12, 154-172.<\/p>\n<p>Polo, Y.; Ses\u00e9, J. y Verhoef, P.C. (2011) \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S1094996811000211\" target=\"_blank\" rel=\"noopener noreferrer\">The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market<\/a>,\u201d\u00a0<em><strong>Journal of Interactive Marketing<\/strong><\/em>, Vol.25 (4), 201-214.<\/p>\n<p>Polo, Y. y Ses\u00e9, J. (2009), \u201c<a href=\"http:\/\/jsr.sagepub.com\/cgi\/content\/abstract\/12\/2\/119\" target=\"_blank\" rel=\"noopener noreferrer\">How to Make Switching Costly: The Role of Marketing and Relationship Characteristics<\/a>,\u201d\u00a0<em><strong>Journal of Service Research<\/strong><\/em>, Vol.12 (2), 119-137.<\/p>\n<p>Maicas, J.P., Polo, Y. y Ses\u00e9, J. (2009) \u201c<a href=\"http:\/\/www.palgrave-journals.com\/jit\/journal\/v24\/n2\/abs\/jit200835a.html\" target=\"_blank\" rel=\"noopener noreferrer\">The Role of Personal Network Effects and Switching Costs in Determining Mobile Users\u2019 Choice<\/a>,\u201d\u00a0<em><strong>Journal of Information Technology<\/strong><\/em>, Vol.24 (2), 160-171.<\/p>\n<p>Maicas, J.P., Polo, Y. y Ses\u00e9, J. (2009) \u201c<a href=\"http:\/\/www.sciencedirect.com\/science?_ob=ArticleURL&amp;_udi=B6VCC-4WCT02M-1&amp;_user=10&amp;_coverDate=10%2F31%2F2009&amp;_rdoc=8&amp;_fmt=high&amp;_orig=browse&amp;_srch=doc-info%28%23toc%235951%232009%23999669990%231484240%23FLA%23display%23Volume%29&amp;_cdi=5951&amp;_sort=d&amp;_docanchor=&amp;_ct=10&amp;_acct=C000050221&amp;_version=1&amp;_urlVersion=0&amp;_userid=10&amp;md5=2081591d961098f7fcaaae2a5ca7643a\" target=\"_blank\" rel=\"noopener noreferrer\">Reducing the Level of Switching Costs in Mobile Communications: The Case of Mobile Number Portability<\/a>,\u201d\u00a0<em><strong>Telecommunications Policy<\/strong><\/em>, Vol.33 (9), 544-554.<\/p>\n<p>Fuentelsaz, L., Maicas, J.P. y Polo, Y. (2008) \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0308596108000402\" target=\"_blank\" rel=\"noopener noreferrer\">The Evolution of Mobile Communications in Europe: The Transition from the Second to the Third Generation<\/a>\u201d\u00a0<em><strong>Telecomunications Policy<\/strong><\/em>, Vol.32(6), 436-449.<\/p>\n<p>Cambra, J. y Polo, Y. (2008) \u201cEducational level as a moderating element of long-term orientation of supply relationships\u201d.\u00a0<em><strong>Journal of Marketing Management<\/strong><\/em>, Vol. 24 (3-4), 383-408.<\/p>\n<p>Cambra, J. y Polo, Y. (2008) \u201cInfluence of the standardization of a firm\u00b4s productive process on the long-term orientation of its supply function: an empirical study\u201d.\u00a0<em><strong>Industrial Marketing Management<\/strong><\/em>, Vol.37 (4), 407-420.<\/p>\n<p>Cambra, J.; Polo, Y. y Wilson, A. (2008) \u201c<a href=\"http:\/\/link.springer.com\/article\/10.1007%2Fs10551-007-9486-1#page-1\" target=\"_blank\" rel=\"noopener noreferrer\">The influence of an organization\u00b4s corporate values on employees personal buying behaviour<\/a>\u201c,\u00a0<em><strong>Journal of Business Ethics<\/strong><\/em>, Vol. 81 (1), 157-167.<\/p>\n<p>Cambra, J.; Hart, S. y Polo, Y. (2008) \u201c<a href=\"http:\/\/link.springer.com\/article\/10.1007%2Fs10551-007-9583-1\" target=\"_blank\" rel=\"noopener noreferrer\">Environmental respect: ethics or simply business? A study in the small and medium enterprise context<\/a>\u201c,\u00a0<em><strong>Journal of Business Ethics,<\/strong><\/em>\u00a0Vol. 82(3), 645-656.<\/p>\n<p>Chernatony de, L.; Mart\u00ednez, E. y Polo, Y. (2008) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1711258&amp;show=html&amp;WT.mc_id=alsoread&amp;PHPSESSID=8hoco4td306dlv0bp2d1mud362\" target=\"_blank\" rel=\"noopener noreferrer\">Effect of brand extension strategies on brand image: a comparative study of the UK and Spanish markets<\/a>\u201c,\u00a0<em><strong>International Marketing Review<\/strong><\/em>, Vol. 25(1), 107-137.<\/p>\n<p>Cambra, J. y Polo, Y. (2008) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1724148\" target=\"_blank\" rel=\"noopener noreferrer\">Creating Satisfaction in the demand-supply chain: the buyers\u00b4perspective<\/a>\u201c.\u00a0<strong><em>Supply Chain Management: an International Journal,<\/em><\/strong>\u00a0Vol.13 (3), 211-224.<\/p>\n<p>Cambra, J. y Polo, Y. (2007) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1610943\" target=\"_blank\" rel=\"noopener noreferrer\">Importance of company size in long-term orientation of supply function: an empirical research<\/a>\u201c.\u00a0<strong><em>Journal of Business and Industrial Marketing<\/em><\/strong>, Vol.22 (4), 236-248, Atlanta (USA).<\/p>\n<p>Jim\u00e9nez, J. y Polo, Y. (2004) \u201cThe Influence of EDI Adoption over its Perceived Benefits\u201d\u00a0<em><strong>Technovation<\/strong>\u00a0(The International Journal of Technological Innovation, Entrepreneurship and Technology Management)<\/em>, Vol. 24, 73-80. United Kingdom.<\/p>\n<p>Fuentelsaz, L.; G\u00f3mez, J. y Polo, Y. (2003) \u201cIntrafirm Diffusion of New Technologies: an empirical application\u201d\u00a0<em><strong>Research Policy<\/strong><\/em>, Vol. 32, 533-551. Elsevier Science B.V. North Holland.<\/p>\n<p>Fuentelsaz, L.; G\u00f3mez, J. y Polo, Y. (2002) \u201c<a href=\"http:\/\/onlinelibrary.wiley.com\/doi\/10.1002\/smj.222\/pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Followers Entry Timing: Evidence from the Spanish Banking Sector<\/a>\u201c.\u00a0<em><strong>Strategic Management Journa<\/strong><\/em>l, Vol.23 (3), 245-264.<\/p>\n<p>Jim\u00e9nez, J. y Polo, Y. (2001) \u201cKey variables in the EDI Adoption by Retail Firms\u201d.\u00a0<strong><em>Technovation<\/em><\/strong>, Vol.21(6), 385-394.<\/p>\n<p>Jim\u00e9nez, J. y Polo, Y. (1999) \u201cKalman Filtering as a Tool to Study the Technological Substitution in the Telecomunications Sector\u201d.\u00a0<strong><em>Technovation<\/em><\/strong>,Vol.19 (12), 735-747.<\/p>\n<p>Jim\u00e9nez, J. y Polo, Y. (1998) \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0048733397000450\" target=\"_blank\" rel=\"noopener noreferrer\">International Diffusion of a New Tool: The Case of Electronic Data Interchange (EDI) in the Retailing Sector<\/a>\u201c.\u00a0<em><strong>Research Policy,<\/strong><\/em>\u00a0Vol. 26 (7-8), 811-827.<\/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-4dc2eb65d968ef0c0f2\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-docencia\" href=\"#tab-4dc2eb65d968ef0c0f2\"><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-4dc2eb65d968ef0c0f2\">\n<p class=\"tabcv\">DOCENCIA<\/p>\n<p><strong>Asignaturas impartidas:<\/strong><\/p>\n<ul>\n<li>Direcci\u00f3n Comercial I (5\u00baDADE)<\/li>\n<li>Direcci\u00f3n Comercial I (3\u00ba GADE y 3\u00ba LADE)<\/li>\n<\/ul>\n<p><strong>Curso 2018\/19:<\/strong><\/p>\n<p><strong>M\u00e1ster Universitario en Direcci\u00f3n, Estrategia y Marketing:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&amp;asignatura_id=61752&amp;estudio_id=697\u00a2ro_id=109&amp;plan_id_nk=555\" target=\"_blank\" rel=\"noopener noreferrer\">Bases Te\u00f3ricas en Marketing<\/a><\/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":6,"featured_media":0,"parent":2096,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-2487","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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