Jorge González
professor
Managerial Decision Sciences
IESE Business School Universidad de Navarra
Spain
Biography
Jorge Gonzalez holds a BSc in Physics (Universitat de Barcelona). He studied his MBA at IESE Business School and then joined the Marketing Department at IESE. He earned his Ph.D. degree in marketing from the London Business School. Prof. Gonzalez's areas of research include diffusion of innovations and marketing of new products. He is also interested in the pharmaceutical and telecom industries.
Research Interest
Areas of Interest * Marketing of new products * Marketing models * Market research * Marketing strategy
Publications
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Foncillas, Pablo; González, Jorge, "SEUR: Digitalizing Express Shipping", IESE, M-1309-E, 10/2013
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González, Jorge; Sismeiro C.; Dutta S.; Stern P., "Can Branded Drugs Benefit from Generic Entry?: The Role of Detailing and Price in Switching to Non-Bioequivalent Molecules", International Journal of Research in Marketing, Vol. 25, No. 4, 2008, pp 247 - 260
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Osuna, Ignacio; González, Jorge; Capizzani, Mario, "Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets", Journal of Retailing, Vol. 92, No. 2, 2016, pp 236 - 251
