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Tel: +34 932 806 162
Ext. 2392
Fax: +34 932 048 105
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Casaburi, Ivana

Associate Professor, Department of Marketing at Esade
URL Associate Professor
Education
  • Dottorato di ricerca in Economia Aziendale. Università degli studi di Napoli Federico II
  • Laurea di Dottore in Economia e Commercio. Università degli Studi di Cassino
Biography

She has combined teaching in Italy, Spain, Chile, Bulgaria, Portugal and China with research and strategic consulting throughout her career.

She began her teaching career in Italian universities and a year later began training managers in research and education centres in Naples and Milan. Three years on, Ivana moved to Mexico to take part in setting up a new production and sales subsidiary of a multinational chemical company. Once the project was finished, she moved to Spain to take a doctoral programme and to undertake research work within the framework of The European Commissions Training and Mobility of Researchers in Europe initiative 1996 - 1998. This project focussed on innovation management in SMEs.

She soon forged stronger links with ESADE and began to take part in: management training programmes in Bulgaria particularly in the export field; the Universidad de Chile programmes for training trainers; MBA programmes in Portugal, Italy and China. Since 2009, she has been Visiting Professor at Peking University for the BIMBA programme Beijing International MBA.

She regularly takes part in international academic conferences as both speaker and moderator. Ivana also gives regular talks at Casa Asia, Chambers of Commerce in Spain, training centres for Asian markets and at sectoral clubs of ESADE¿s Alumni Association.

She was a member of ESADE MBA Management Team Board in her capacity as Associate Director of the Full-Time MBA programme.

She was Academic Director of the Executive Master in Marketing and Sales 2011-13 and Director of the Executive Masters Programmes Unit 2014-2016.

Ivana has published various books and articles, including some studies about chinese investment in Europe. She has also published more general articles in magazines such as Harvard Deusto Marketing y Ventas Spain, Segmento Mexico and China Business Magazine China.She has been full professor at ESADE since 1998.

Selected publications
  • Casaburi, I. (2024). Lujo moderno: la transición hacia una exclusividad sostenible. Harvard Deusto Business Review, (349), pp. 38-45.
  • Casaburi, I. (2024). Factores clave en la estrategia de canal digital.
  • Casaburi, I. (2024). El influjo de la palabra verde: estrategias de comunicación innovadoras en sostenibilidad. Harvard Deusto Business Review, (344), pp. 46-54.
  • Casaburi, I. (2022). Factores clave en la estrategia de canal digital : El mercado del lujo.
  • Casaburi, I. (2021). Sostenibilidad y marketing: ¿Liderar o defender?.
  • Casaburi, I. (2018). Tendencias de la inversión China en Europa 2018. DOI: https://doi.org/10.13140/RG.2.2.25341.05600.
  • Casaburi, I. (2018). Chinese investment in Europe 2018.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2018). Las 8M's del 'artificial intelligence marketing'.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2017). Caso práctico: Rolls Royce. Dirección de márketing glocal para China.
  • Casaburi, I. (2017). Chinese investment trends in Europe: 2016-17 report.
  • Casaburi, I. (2016). Tendencias de la inversión china en Europa (3 ed.).
  • Casaburi, I. (2015). Chinese investment in Europe 2015-16.
  • Brasò, C. & Casaburi, I. (2015). The internationalization of Chinese companies and their presence in Europe. The global context: How politics, investment, and institutions impact European businesses (pp. 110-127).
  • Casaburi, I. (2015). La inversión china en Europa y España. Perspectivas de rápido crecimiento.
  • Casaburi, I. (2015). Claves de la inversión china en España.
  • Cano Giner, J., Casaburi, I., Comajuncosa Ferrer, J., Mena López, F., RECIO FIGUEIRAS, E., Sánchez Torres, E., SANZ CABALLERO, J. I. & ULIED MARTÍNEZ, A. (2015). Informe económico y financiero de ESADE.
  • Casaburi, I. (2014). The key aspects of Chinese investment in Spain.
  • Casaburi, I. (2014). Rápido crecimiento de la inversión china en España.
  • Casaburi, I. (2014, September). Chinese investment in Europe 2014 [Paper presentation]. China & Europe: Chinese companies going global, Beijing 2014.
  • Casaburi, I. (2014). Factores que explican la inversión china en España.
  • Cortés, A., Höhn, D. & Ibáñez, A. (2014). Casaburi, I. (Ed.), Chinese investment in Europe 2014.
  • Blanco Estévez, A. & Casaburi, I. (2013, September). Chinese companies investment in Europe and Spain [Paper presentation]. China goes global, Bremen 2013.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2013). Dominar las redes sociales chinas.
  • Casaburi, I. (2013). China-Europe-Spain: the awakening of investment by Chinese companies in Spain and Europe.
  • Blanco Estévez, A. & Casaburi, I. (2013). China-Europa-España: el despertar de la inversión de empresas chinas en Europa y España.
  • Casaburi, I. (2011, December). El lanzamiento de Danonino Helado [Case study].
  • Casaburi, I. (2011). China as a market: Luxury brand consumer behavior.
  • Casaburi, I. (2010). Marketing global. El MBA de ESADE: todos los conocimientos para alcanzar el éxito profesional (pp. 427-450).
  • Colet Petit, E., Fontcuberta Llanes, J., Garcia Gay, R., García Lancha, O., Iglesias, O., Mària Serrano, J., Parada, M., Platikanova, P., Rodón Mòdol, J., Roig Navarro, C., Royo Morón, C., Sayeras Maspera, J., SUÁREZ BARRAZA, M. F., Vinaixa Serra, J., Vives, L., Wareham, J., 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.
  • Casaburi, I. (2010). Is there a future for international brands in China?.
  • Casaburi, I. (2010). What's new in China in the context of the world crisis?.
  • Casaburi, I. & Valdés Gandarillas, S. (2010, March). PEPSICO Iberia: achieving growth in a mature market [Case study].
  • Casaburi, I. (2010, January). China as a market: luxury brand consumer behaviour [Paper presentation]. 9th International Marketing Trends Conference 2010.
  • Casaburi, I. & Valdés Gandarillas, S. (2009, October). Pepsico iberia: cómo crecer en un mercado maduro [Case study].
  • Casaburi, I. (2009). El valor de la marca en la expansión internacional de la empresa española.
  • Casaburi, I. & Zhang Zhang, Y. (2008, November). Bodegas Torres: Entering in China [Case study].
  • Casaburi, I. (2008). El comportamiento del consumidor español ante la crisis.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2008). Retos de la dirección de márketing en China 2ª parte.
  • Casaburi, I. & Schuiling, I. (2008). Key challenges facing global Chinese brands in Europe.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2008). Duplicado_Retos de la dirección de márketing en China 2ª parte.
  • Casaburi, I. (2008, January). China as a market: what is the real market for international brands? [Paper presentation]. 7th International Marketing Trends Conference 2008.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2008). Retos de la dirección de márketing en China 1ª parte.
  • Casaburi, I., Ugarte, I. & Valdés Gandarillas, S. (2007, December). Procter and Gamble: el relanzamiento de Pantene [Case study].
  • Casaburi, I. & Cortina, J. M. (2007). India or China: Who will be the Asian leader of the future?.
  • Casaburi, I. & Sanchez Monasterio, M. M. (2007). La globalización de los mercados y el consumidor chino.
  • Casaburi, I. (2007). Criterio de mercado. Las empresas con más futuro (pp. 16-17).
  • Casaburi, I. (2003). El método del caso: metodología de investigación e instrumento pedagógico. La investigación con el método del caso. Aplicaciones a organización de empresas y marketing (pp. 18-43).
  • Bonet Guinó, E. & Casaburi, I. (1997). Epistemology and the case method. Epistemology and the case method (pp. 6-49).
  • Casaburi, I. & Quintano, M. (1997). Methodological bases of case studies in research activity for discovering, building and testing theory: analysis of a management case. Epistemology and the case method (pp. 50-74).
Contact details
Tel: +34 932 806 162
Ext. 2392
Fax: +34 932 048 105
Contact
Back to directory