Faculty & Research
Directory
Iglesias Bedós, Oriol
Education
- Doctor Europeo. ESADE - Universitat Ramon Llull
- Doctor en Administració i Direcció d'Empreses. ESADE - Universitat Ramon Llull
- Licenciado en Administración y Dirección de Empresas. ESADE-Universitat Ramon Llull
Biography
Oriol Iglesias is an Associate Professor and Head at the Marketing Department. Previously, at ESADE, he has also been Director of the ESADE Brand Institute leading consultancy firm on brand management in Spain and Chair of the Research Group on Brand Management.
He is member of the Scientific Committee of the Global Brand Conference and member of the Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation of the Academy of Marketing AM. He is also member of the Editorial Board of the Journal of Brand Management and member of the Editorial Review Board of the Journal of Product and Brand Management. He has also been for 6 years member of the Executive Committee of the European Marketing Academy EMAC.
His research has been published in top international academic journals, such as California Management Review, Journal of Business Ethics, Business & Society, Industrial Marketing Management, Journal of Business Reesearch, and European Journal of Marketing, among others. His last book is 'In good conscience: do the right thing while building a profitable business', published by Palgrave.
Oriol has consulted and/or developed custom in company training for worldwide leadings firms from many different sectors, such as Porsche, Audi, Volkswagen, Telefónica, HP, Nestlé, Sara Lee, Banco de Santander, PwC, Ogilvy, etc.
Before joining ESADE he was Partner and CEO of Wakaa Networks, a consultancy firm specialized in the field of strategic marketing, for seven years. In parallel, he was also a Partner and CEO at El Terrat Online, a firm which produces TV programs, films and theatre plays. Previously, he was Senior Consultant first, and then General Manager, at ATI-Markefin a consultancy firm in marketing strategy. He began his career working in the Marketing Department at Xerox.
Selected publications
- Iglesias Bedós, O. (2023). Empresas con conciencia: Más allá de la responsabilidad social corporativa. Libros de Cabecera.
- Markovic, S., Iglesias Bedós, O. & Ind, N. (2023). Conscientious business-to-business organizations: Status quo and future research agenda. Industrial Marketing Management, 112, pp. A8-A11. DOI: https://doi.org/10.1016/j.indmarman.2023.05.021.
- Iglesias Bedós, O., Mingione, M., Ind, N. & Markovic, S. (2023). How to build a conscientious corporate brand together with business partners: A case study of Unilever. Industrial Marketing Management, 109, pp. 1-13. DOI: https://doi.org/10.1016/j.indmarman.2022.12.008.
- Ind, N. & Iglesias Bedós, O. (2023). Why the practice of CSR needsa conscience. Approaches to Corporate Social Responsibility (pp. 215-230). Taylor and Francis Ltd.. DOI: https://doi.org/10.4324/9781003255833-16.
- Markovic, S., Iglesias Bedós, O., Qiu, Y. & Bagherzadeh, M. (2022). The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness. Business and Society, 61 (7), pp. 1773-1803. DOI: https://doi.org/10.1177/00076503211053021.
- Ind, N. & Iglesias Bedós, O. (2022). Freedom and control in brand co-creation communities. Research Handbook on Brand Co-Creation (pp. 167-176). Edward Elgar Publishing Ltd..
- Iglesias Bedós, O., Ind, N. & Schultz, M. (2022). TOWARDS A PARADIGM SHIFT IN CORPORATE BRANDING. The Routledge Companion to Corporate Branding (pp. 3-23). Taylor and Francis Ltd.. DOI: https://doi.org/10.4324/9781003035749-2.
- Ind, N. & Iglesias Bedós, O. (2022). In Good Conscience: Do the Right Thing While Building a Profitable Business. Springer International Publishing. DOI: https://doi.org/10.1007/978-3-031-09338-8.
- Iglesias Bedós, O., Ind, N. & Schultz, M. (2022). THE ROUTLEDGE COMPANION TO CORPORATE BRANDING. Taylor and Francis Ltd.. DOI: https://doi.org/10.4324/9781003035749.
- Ind, N. & Iglesias Bedós, O. (2021). Promises, promises. Handbook of Sustainability-Driven Business Strategies in Practice (pp. 94-107). Edward Elgar Publishing Ltd..
- Schmidt, H. L., J. Ind, N. & Iglesias Bedós, O. (2021). Guest editorial. Journal of Product & Brand Management, 30 (6), pp. 781-787. DOI: https://doi.org/10.1108/JPBM-08-2021-013.
- Iglesias Bedós, O. & Ind, N. (2020). Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management. Journal of Brand Management, 27 (6), pp. 710-720. DOI: https://doi.org/10.1057/s41262-020-00205-7.
- Saleem, F. Z. & Iglesias Bedós, O. (2020). Exploring the motivation of affect management in fostering social media engagement and related insights for branding. Internet Research, 30 (1), pp. 67-83. DOI: https://doi.org/10.1108/INTR-07-2018-0321.
- Iglesias Bedós, O., Markovic, S., Bagherzadeh, M. & Singh, J. J. (2020). Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty. Journal of Business Ethics, 163 (1), pp. 151-166. DOI: https://doi.org/10.1007/s10551-018-4015-y.
- Iglesias Bedós, O., Landgraf, P., Ind, N., Markovic, S. & Koporcic, N. (2020). Corporate brand identity co-creation in business-to-business contexts. Industrial Marketing Management, 85, pp. 32-43. DOI: https://doi.org/10.1016/j.indmarman.2019.09.008.
- Iglesias Bedós, O., Ind, N. & Schultz, M. (2020). History matters: The role of history in corporate brand strategy. Business Horizons, 63 (1), pp. 51-60. DOI: https://doi.org/10.1016/j.bushor.2019.09.005.
- Roper, S., Iglesias Bedós, O. & Rodrigues, C. (2019). Sensory Branding: Special Issue following the 12<sup>th</sup> Global Brand Conference, Linnaeus University, Sweden. Journal of Business Research, 96, pp. 340-342. DOI: https://doi.org/10.1016/j.jbusres.2018.12.040.
- Iglesias Bedós, O., Markovic, S. & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, pp. 343-354. DOI: https://doi.org/10.1016/j.jbusres.2018.05.043.
- Iglesias Bedós, O., Markovic, S., Singh, J. J. & Sierra, V. (2019). Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits. Journal of Business Ethics, 154 (2), pp. 441-459. DOI: https://doi.org/10.1007/s10551-017-3455-0.
- Markovic, S., Iglesias Bedós, O., Singh, J. J. & Sierra, V. (2018). How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality. Journal of Business Ethics, 148 (4), pp. 721-740. DOI: https://doi.org/10.1007/s10551-015-2985-6.
- Iglesias Bedós, O., Lim, M. & Roper, S. (2018). Brands that do good. Journal of Brand Management, 25, pp. 1-2. DOI: https://doi.org/10.1057/s41262-017-0068-y.
- Roper, S., Lim, M. & Iglesias Bedós, O. (2018). 'Brands that do Good' 11th global brand conference, University of Bradford School of Management. Journal of Brand Management, 25 (1), pp. 1-2. DOI: https://doi.org/10.1057/s41262-017-0068-y.
- Sierra, V., Iglesias Bedós, O., Markovic, S. & Singh, J. J. (2017). Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity. Journal of Business Ethics, 144 (3), pp. 661-676. DOI: https://doi.org/10.1007/s10551-015-2855-2.
- Ind, N., Iglesias Bedós, O. & Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24 (4), pp. 310-321. DOI: https://doi.org/10.1057/s41262-017-0051-7.
- Saleem, F. Z. & Iglesias Bedós, O. (2016, March). Mapping the domain of the fragmented field of internal branding. Journal of Product & Brand Management, 25 (1), pp. 43-57. DOI: https://doi.org/10.1108/JPBM-11-2014-0751.
- Iglesias Bedós, O., Ind, N. J. & Schultz, M. (2015). How Adidas found its second win.
- Iglesias Bedós, O. & Saleem, F. Z. (2015). How to support consumer-brand relationships: The role of corporate culture and human resource policies and practices. Marketing Intelligence and Planning, 33 (2), pp. 216-234. DOI: https://doi.org/10.1108/MIP-10-2014-0196.
- Saleem, F. Z. & Iglesias Bedós, O. (2015). Online Personal Branding in the Middle East and North America. Developments in Marketing Science (pp. 18-21). Springer Nature. DOI: https://doi.org/10.1007/978-3-319-10951-0_12.
- Iglesias Bedós, O. & Saleem, F. Z. (2015). The Key Role of HR Policies and Practices in Implementing a Relationship Marketing Orientation. Developments in Marketing Science (pp. 722-725). Springer Nature. DOI: https://doi.org/10.1007/978-3-319-10951-0_268.
- Iglesias Bedós, O., Ind, N. J. & Markovic Markovic, S. (2014, December). Managerial perceptions of co-creation [Paper presentation]. 1st Annual World Open Innovation Conference WOIC 2014.
- Rindell, A. & Iglesias Bedós, O. (2014). Context and time in brand image constructions. Journal of Organizational Change Management, 27 (5), pp. 756-768. DOI: https://doi.org/10.1108/JOCM-09-2014-0172.
- Iglesias Bedós, O. & Landgraf, P. (2014, April). The co-creation of core values: A multi stakeholder endeavor [Paper presentation]. 9th Global Brand Conference 2014.
- Iglesias Bedós, O. (2013). Estrategias de cocreación: cómo conseguir que los clientes sean parte clave del equipo de innovación.
- Iglesias Bedós, O., Ind, N. & Alfaro, M. (2013). The organic view of the brand: A brand value co-creation model. Journal of Brand Management, 20 (8), pp. 670-688. DOI: https://doi.org/10.1057/bm.2013.8.
- Iglesias Bedós, O. & Saleem, F. (2013, May). The key role of human resources policies and practices in implementing a relationship marketing orientation [Paper presentation]. 2013 AMS Annual Conference.
- Iglesias Bedós, O. & Saleem, F. (2013, May). Online personal branding in the Middle East and North America: A comparison of social capital accumulation and community response [Paper presentation]. 2013 AMS Annual Conference.
- Iglesias Bedós, O. (2013). Claves para innovar en marca de forma rentable y gestionar un portafolio sostenible.
- Iglesias Bedós, O. & Saleem, F. (2013, April). The key role of Human Resource Management in developing brand-consumer relationships [Paper presentation]. 8th Global Brand Conference 2013.
- Iglesias Bedós, O. & Rindell, A. (2013, March). Exploring context and time in brand image construction through online consumer narratives [Paper presentation]. 5th International Conference on Rhetoric and Narratives in Management Research RNMR 2013.
- Ind, N., Iglesias Bedós, O. & Schultz, M. (2013, March). Building brands together: Emergence and outcomes of co-creation. California Management Review, 55 (3), pp. 5-26. DOI: https://doi.org/10.1525/cmr.2013.55.3.5.
- Singh, J. J., Iglesias Bedós, O. & Batista-Foguet, J. M. (2012). Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty. Journal of Business Ethics, 111 (4), pp. 541-549. DOI: https://doi.org/10.1007/s10551-012-1216-7.
- Iglesias Bedós, O. & Markovic Markovic, S. (2012, October). Brand value co-creation: Towards a multiple stakeholder perspective [Paper presentation]. XLIX Asamblea Anual CLADEA 2014.
- Guzmán, F. & Iglesias Bedós, O. (2012). The multi-sensory and multi-experiential brand challenge. Journal of Product & Brand Management, 21 (6). DOI: https://doi.org/10.1108/jpbm.2012.09621faa.002.
- Iglesias Bedós, O. & Bonet, E. (2012). Persuasive brand management: How managers can influence brand meaning when they are losing control over it. Journal of Organizational Change Management, 25 (2), pp. 251-264. DOI: https://doi.org/10.1108/09534811211213937.
- Iglesias Bedós, O., Singh, J. J. & Casabayó Bonás, M. (2011). Key changes and challenges for brands in an uncertain environment. Journal of Product & Brand Management, 20 (6), pp. 436-439. DOI: https://doi.org/10.1108/10610421111166577.
- Iglesias Bedós, O., Singh, J. J. & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18 (8), pp. 570-582. DOI: https://doi.org/10.1057/bm.2010.58.
- Iglesias Bedós, O. & Saleem, F. (2011, April). Virtual internal brand communities: Exploring the types, motivations and outcomes [Paper presentation]. 7th Global Brand Conference 2011.
- Iglesias Bedós, O., Sauquet, A. & Montaña, J. (2011). The role of corporate culture in relationship marketing. European Journal of Marketing, 45 (4), pp. 631-650. DOI: https://doi.org/10.1108/03090561111111361.
- Iglesias Bedós, O. & Saleem, F. (2011, February). Internal branding: Exploring the literature to develop an integrated model [Paper presentation]. 1st International Colloquium on Corporate Branding, Identity, Image and Reputation COBIIR 2011.
- Iglesias Bedós, O. & Alfaro Faus, M. (2010). En búsqueda de un nuevo marketing.
- Iglesias Bedós, O. (2010). Difference and repetition. Meaning at work (pp. 137-142).
- Colet Petit, E., Fontcuberta Llanes, J., Garcia Gay, R., García Lancha, O., Iglesias Bedós, O., Mària Serrano, J. F., Parada Balderrama, M. J., Platikanova, P., Rodón Mòdol, J., Roig Navarro, C., Royo Morón, C., Sayeras Maspera, J., SUÁREZ BARRAZA, M. F., Vinaixa Serra, J., Vives De Prada, L., Wareham, J. D., Alfaro Faus, M., Batllori Lloveras, G., Gimbert Ràfols, X., HERAS FORCADA, M. Á. & Sesé Muniategui, F. (2010). El MBA de ESADE: todos los conocimientos para alcanzar el éxito profesional.
- Flory, M. & Iglesias Bedós, O. (2010). Once upon a time: The role of rhetoric and narratives in management research and practice. Journal of Organizational Change Management, 23 (2), pp. 113-119. DOI: https://doi.org/10.1108/09534811011031274.
- Iglesias Bedós, O. & Sørdal, M. F. (2010). Redes sociales: retos y oportunidades desde la perspectiva de las marcas.
- Iglesias Bedós, O. & Alfaro Faus, M. (2010). Introducción al marketing. El MBA de ESADE: todos los conocimentos para alcanzar el éxito profesional (pp. 215-262).
- Ilipinar, G., Montaña Matosas, J., Iglesias Bedós, O., Kristensen, T. & Johnston, W. (2009, October). Designer as midwife: Towards a new state of mind? [Paper presentation]. 3rd annual conference of the International Association of Societies of Design Research, Seoul 2009.
- Ilipinar, G., Montaña Matosas, J., Iglesias Bedós, O., Kristensen, T. & Johnston, W. (2009, March). Designer as midwife [Paper presentation]. 3rd International Conference on Rethoric and Narratives in Management Research RNMR 2011.
- Iglesias Bedós, O. & Alfaro Faus, M. (2009). De marcas, consumidores y marketing en época de crisis.
- Iglesias Bedós, O. & Alfaro Faus, M. (2009). La marca y la gestión de las emociones.
- Calabretta, G., Montaña, J. & Iglesias Bedós, O. (2008). A cross-cultural assessment of leading values in design-oriented companies. Cross Cultural Management: An International Journal, 15 (4), pp. 379-398. DOI: https://doi.org/10.1108/13527600810914166.
- Iglesias Bedós, O. & Singh, J. J. (2008, September). The role of brand experience and affective commitment in determining brand loyalty [Paper presentation]. 4th International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Atlanta 2008.
- Capprioti, P. & Iglesias Bedós, O. (2008). Brand management. Lo que se aprende en los mejores MBA: volumen II (pp. 363-380).
- Calabretta, G., Iglesias Bedós, O. & Montaña Matosas, J. (2008, August). The integration of users and designers in product design: A comparison between off-line and on-line companies [Paper presentation]. ISBM Academic Conference 2008: Advances in B-to-B marketing, Chicago 2008.
- Calabretta, G., Iglesias Bedós, O., Moll de Alba Mendoza, I. & Montaña Matosas, J. (2008, June). Design orientation as a driver of organizational culture [Paper presentation]. INFORMS Marketing Science Conference, Vancouver 2008.
- Iglesias Bedós, O., Montaña Matosas, J. & Sauquet Rovira, A. (2008, January). A study of the corporate culture of a relationship marketing oriented firm [Paper presentation]. 7th International Marketing Trends Conference 2008.
- Calabretta, G., Iglesias Bedós, O. & Montaña Matosas, J. (2008, January). A cross-country case study of organizational culture in design-oriented companies [Paper presentation]. 2008 AMS Annual Conference.
- Bonet Guinó, E., Iglesias Bedós, O., Jensen, H. S. & Sauquet Rovira, A. (2007, May). Background of the debate on quantitative and qualitative methods [Paper presentation]. 7th EURAM Annual Conference 2007.
- Iglesias Bedós, O. (2004). Las relaciones y las redes: la estructura fundamental del marketing relacional. Temas clave en marketing relacional (pp. 11-25).
- Iglesias Bedós, O. (2004). Relaciones y redes en el sector turístico. Temas clave en marketing relacional (pp. 175-180).
- Bonet Guinó, E., Iglesias Bedós, O. & Pons Freixas, C. (2003, July). A study of Hitchcock's film 'The rear window' on how we interpret social action [Paper presentation]. 19th EGOS Colloquium.
- Iglesias Bedós, O. (2003, April). Relationships and networks as the core for a new approach to marketing in the tourism sector [Paper presentation]. European Pre-Doctoral Colloquium on Tourism and Leisure Barcelona 2003.
- Cerveró Puig, J., Iglesias Bedós, O. & Villacampa Laita, O. (2002). Marketing turístico.
- Cerveró Puig, J., Iglesias Bedós, O. & Villacampa Laita, O. (2001). Màrqueting turístic.