Lecturer in the Department of Marketing Management
Academic training
Doctora en Psicologia. Universitat de Barcelona
Licenciada en Filosofía y Ciencias de la Educación (Sección Psicología). Universidad de Barcelona
Interest Areas
Brand Management and altenative Brand strategies
Creation and development of B2B brands
Strategic Marketing and the future of the marketing function in the organizations
Innovation in Training of managers
Biography
Beatriz Soler Bigas holds a degree and PhD in Psychology (UB) and a diploma in Marketing Management (EADA). She has taken postgraduate programmes in business management at IMD (Switzerland), marketing management at INSEAD (France) and executive training at Harvard Business School (USA).
She is Director of the ESADE Brand Centre, which is integrated into the Center on Global Brand Leadership international alliance. The Brand Centre's mission is to conduct rigorous research, create relevant knowledge and promote its dissemination, and provide training in the field of brand building. Its objective is to encourage innovation and efficiency in brands created and/or managed in Spain, and to increase their competitiveness both at national and international levels.
She has extensive teaching experience in marketing and has collaborated with various European academic institutions from the United Kingdom, France, Holland and Sweden. At ESADE, she is currently Lecturer in the Department of Marketing Management, where she delivers classes on Marketing Management in Senior Management Programmes and for Executive Education. She is Director of the soon-to-be launched Brand Development Programme: Growing through brand strategies.
Her research covers two main areas. On the one hand, the improvement of methodologies and processes for brand creation and development, and the search for alternative strategies to improve traditional strategy efficiency. On the other hand, her research also deals with the development of key competencies in executive training programmes, innovation and design trends.
Outside the academic sphere, she has acquired professional experience in marketing, in market research and advertising companies, and as a consultant for national and multinational companies in various sectors. She has worked for companies and brands such as the Spanish Cancer Association (Asociación Española contra el Cáncer), ATO, Ausonia, Black & Decker, Codorniu, Cervezas Damm, Coca-Cola España, el Colegio de Farmacéuticos (The Pharmaceutical Association), Gallina Blanca-Ralston Purina, General Biscuits-LU, el Gremio de Libreros y Editores (The Association of Booksellers and Publishers), Ibercaja, Laboratorios Merck-Igoda, Laboratorios Sanofi, 'la Caixa', Nutrexpa, Química Farmacéutica Bayer, RACC and Starlux, amongst others. She is a member of the Board of Directors of various companies.
She has been a full-time lecturer at ESADE since September 2005.
Selected publications
Soler, B.; Trujillo, C. A. & Durana, V. (2011). Competencias directivas: corrientes y controversias. Bogotá: Uniandes. [ISBN: 978-958-695-621-5].
Soler, B.; Costa, G. & Gimenez Thomsen, C. (10/2010).Enza Zaden: La lucha por la diferenciación en el mercado de los tomates.
Soler, B. & Costa, G. (2010). Corporate rebranding: A conceptual framework that incorporates the brand's social dimension. 6th International Conference of the AMs Brand, Identity and Corporate Reputation SIG. Barcelona, Spain.
Soler, B. & Varela, A. (09/2009).Bancaja 2009: Corporate brand strategy.
Soler, B. & Varela, A. (07/2009).Bancaja 2005: diagnóstico previo de la salud de la marca.
Soler, B.; Seijo Font, J. A. & Montaña, J. (2009). Presente y futuro de la dirección de marcas líderes en España. Barcelona: ESADE. Centro de la Marca. [ISBN: 978-84-88971-26-5].
