Lourdes PEREZ

Marketing - Comercio

Profesora Investigadora de Marketing Resident Faculty



PhD, Technical University of Catalonia, Business Administration European PhD. Bradford University. Cum Laude. - 2003- 07
I.E.S.E. University of Navarra, Barcelona Master in Business Administration. - 1985- 87
E.T.S.I.I. “Escuela Superior de Ingenieros Industriales”, Madrid Industrial Engineer. Polytechnic University of Madrid. Thesis completed. - 1976- 83


TOULOUSE UNIVERSITY, TOULOUSE BUSINESS SCHOOL - Marketing professor - Academically responsible for the Master in Marketing. Areas of expertise: Relationship Marketing, Business to Business, Marketing Strategy - 2013 - date
POMPEU FABRA UNIVERSITY - Adjunct Marketing professor (Department of Business and Economics) - 2010- 2013
EADA BUSINESS SCHOOL - Marketing professor. Teaching experience (English and Spanish):  Msc International MBA, Executive Education and In- Company training programs. - 2000- 10
Associate Dean of Faculty and Research - Member of the Senior Executive Committee - 2007-10
Head of the Marketing Group - 2004-07


Business Markets
Marketing Strategies
Relationship Marketing
Marketing Management
International Marketing Management
Service Marketing


HEWLETT PACKARD, InkJet Commercial Division
Solution Provider Program Manager, Marketing Department - 1999-00
Market Development Manager, Marketing Department- 1995-99

HEWLETT PACKARD, Spanish Sales Office - Account Manager for value-added-resellers-VARs, Sales Department 1987-95
PROCTER & GAMBLE, Manufacturing Department - Project Engineer, Packaging Department.- 1984-85


Market Orientation
Business Markets
Value creation in business relationships
Technology ventures and small firms
  • Perez, Lourdes; Cambra, Jesús (2018) “Value creation and appropriation in asymmetric alliances: the case of tech startups", M@n@gement, Vol. 21 (1) pp. 534-573.

  • Perez, Lourdes; Dos Santos Paulino, Victor; Cambra, Jesus (2017) “Taking advantage of disruptive innovation through changes in value networks: Insights from the space industry”. Supply Chain Management: an International Journal, 2017, Volume 22, issue 2, pp 97-106.

  • Cambra-Fierro, J.; Pérez, L.; Grott, E. (2017) 'Towards a co-creation framework in the retail banking services industry: Do demographics influence?', Journal of Retailing and Consumer Services, Vol. 34, January: 219-228
  • Cambra-Fierro, J.; Pérez, L. (2015) Value generation in B2B contexts: the SMEs' perspective, European Business Review, Vol. 27 Iss 3 pp. 297-317


  • Insights in Research and Development, and Innovation in Europe and Spain in Particular: Practitioner Perspectives V. Richard Benjamins, Lourdes Perez and Jesús Contreras. Book: Rethinking Innovation: Global perspectives, Routledge, Taylor&Francis Group, January 2014.


  • Learning about Customers-Managing B2B Alliances between Small Technology Startups and Industry Leaders (with Jeryl Whitelock and Juan Florin), European Journal of Marketing, 2013, Volume 47, issue 3/4.


  • Dancing with Elephants: The Challenges of Managing Asymmetric Technology Alliances, (with Juan Florin and Jeryl Whitelock), Journal of High Technology Management Research, 2012, Volume 23, issue 2, pp142-154.


  • Inter-firm Market Orientation as Antecedent of Knowledge Transfer, Innovation and Value Creation in Networks (with Jesus Cambra, Juan Florin and Jeryl Whitelock), Management Decision, January 2011, Vol 49, No 3, pp444-467).


  • Innovation Insights in Europe and Spain: Facts, Policies and personal experience in ICT (with Richard Benjamins and Jesus Contreras). “Innovation and Competitive Advantage: country perspectives”. Francis and Taylor Book Chapter (Forthcoming).


  • Pérez, Lourdes; Cambra, Jesús. "uneven partners: managing the power balance". Journal of Business Strategy, 2015, Volume 36, issue 6.


  • Pérez, Lourdes; Cambra, Jesús. "Value Generation in B2B contexts: The SME perspective". European Business Review, 2015, volume 27, No 3, pp 297-317.


  • Pérez, Lourdes; Cambra, Jesús (2015) "Learning to work in asymmetric relationships: Insights from the computer software industry". Supply Chain Management: An International Journal, 2015, Volume 20, issue 1, pp 1-10.
Conference Proceedings (Published)

  • Perez Fernandez L., Florin, J., Whitelock, J. (2010) Knowledge Creation in Asymmetrical Relationships. Academy of Management. Academy of Management Proceedings. Montreal (Canada).


  • Perez Fernandez L., Florin, J., Whitelock, J. (Junio 2010). Knowledge creation and innovation. Society for Global Business and Economic Development. 3rd Research Symposium. Barcelona (Spain)


  • Perez Fernandez L., Florin, J., Whitelock, J. (2009). Sleeping with Elephants: Learning Alliances Between Technology Startups and Industry Leaders. Academy of Management Proceedings. Chicago (US).


  • Perez Fernandez L., Florin, J., Mundet, J. (2006). Developing Market Orientation in B2B Interfirm Relationships: An absorptive Capacity Explanation. Academy Of Management Proceedings. Atlanta (US).


  • Perez Fernandez L. (2004). Developing Market Orientation in Business to Business Markets. Balas. Doctoral Consortium. IE Madrid (Spain).
Other Conferences

  • Perez Fernandez L. (November 2012). “Experiència I testimoniatge de l mutilingüisme”. Pla d’Acció pel multilingüisme a la Universitat Pompeu Fabra (2007-2013).


  • Perez Fernandez L. (January 2011). Faculty issues: recruitment and retention. EFMD Meeting for Deans Directors General. Lyon. January 27-28 .


  • Perez Fernandez L. (November 2010). Consumo sostenible en tiempos de crisis. Universidad de Castilla la Mancha. Cuenca. Conference theme: ‘El Proyecto de Ley de Economía Sostenible en el context Económico Actual’.


  • Perez Fernandez L. (May 2006). El reto de orientarse al mercado: Innovación y rentabilidad. Consumo sostenible en tiempos de crisis. Expomangement. Madrid.


  • Perez Fernandez L. (March 2005). Alliance for Business Education-Research conference EADA-Spain, Bradford-UK, Kozminski-Poland, Audencia-France). “Linking Absorptive capacity and market orientation: a learning perspective”. Bradford. March 21-23.


  • Perez Fernandez L. (May 2002). COS Roundtable: How global would we be? The tension zones and responsibilities of today’s managers. Nantes. May 25-25.

Case Studies with Teaching Note (published)

  • Perez Fernandez L. (2010) Tyco Mobiles


  • Perez Fernandez L. (2010) HP CRM Strategy for the Graphic Arts Market


  • Perez Fernandez L. (2009). The A65 Toll Road and French Environmental Grenelle. Publshed in Cranfield. www.ecch.com


  • Najles, M., Perez Fernandez L. (2007). Lizarrán : A Case of Successful Internationalisation. (pp. 48). Barcelona. EADA.ICEX.


  • Perez Fernandez L., (2004). Lizarran Tabernas Selectas : The Taylorism of Tapas. Cranfield. Published in Cranfield. www.ecch.com


  • Anzizu, J.M., Perez Fernandez, L. (2002). Pitch and Put.EADA.


  • Soler Bigas, B., Perez Fernandez L. (2002). Skin Care (A) and (B). EADA. Perez Fernandez, L. (2001). Panacom (B). EADA.