Julián Villanueva

Julián Villanueva is a Professor of Commercial Management at IESE Business School, holding a Ph.D. in Management (Marketing) from the University of California, Los Angeles, an MBA from IESE, and a degree in Economics and Business from the Universidad Complutense de Madrid. He is the author of several books and over 50 case studies and technical notes, with two of his cases included in the Harvard Business School Premier Case Collection. Villanueva's research focuses on digital marketing, customer equity, branding, and salesforce management, and his work has been published in prestigious journals such as the Journal of Marketing Research and Quantitative Marketing and Economics. He regularly teaches MBAs and executives at IESE and has also taught at institutions like CEIBS in China, Nile University in Egypt, and IPADE in Mexico. Before his academic career, Villanueva worked as a product manager in the private labels department at Promodès (now Carrefour). He has consulted for companies such as Mastercard, Nestle, and Telefónica, and has served as an expert witness in litigation cases.