Associate Professor in the Department of Marketing Management
URL Associate Professor
Program Director, Executive Master in Marketing Management and Commercialization
Academic training
Dottorato di ricerca in Economia Aziendale. Università Federico II
Laurea di Dottore in Economia e Commercio. Università degli Studi di Cassino
Interest Areas
Marketing and selling in China
Sales channels for consumer products in China
The luxury market in Asia
Global and local markets: seeking a balance
Brand portfolio management in international markets
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 Commission¿s 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¿s 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¿s MBA Management Team Board in her capacity as Associate Director of the Full-Time MBA programme.
Ivana has published various books and articles, including a study on innovation management in SMEs and on case studies as a teaching and research tool. 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
Obra Social Fundación La Caixa. Miembro del Comité de Selección Becas para MBA en China
Casaburi, I. (2009). Las tres caras de China: produccion, consumo e internacionalización. Cámara de Comercio de Cantabria. Oviedo, 19/11/2009
Casaburi, I. (2009). Marketing en China de la estrategia a la implementación. ESADE; Club Marketing ESADE Alumni; Club Global Business ESADE. Marketing en China: de la estrategia a la implementación. Madrid, 12/11/2009
Casaburi, I. & Valdés, S. (10/2009).Pepsico iberia: cómo crecer en un mercado maduro.
Harvard Business School Boston - EEUU
Casaburi, I. (2009). Marketing y distribución en China. ICEX (Instituto Español Comercio Exterior). Negocios en China. Madrid, 24/06/2009 - 24/06/2009.
Casaburi, I. (2009). Global Chinese brands: Strategies for international development. 8th International Congress Marketing Trends. Paris.
Casaburi, I. & Zhang, Y. (11/2008).Bodegas Torres: Entering in China.
Casaburi, I. & Gras, Carles (2008). Debat de contrast. CIDEM; Consorci de Promoció Comercial de Catalunya (COPCA). Interacc1Ó: L'empresa catalana: com superar amb èxit l'entorn competitiu international. Girona, 21/10/2008
Casaburi, I. (2008). China's Consumer Market and Brand Awareness. International Conference on Technology and Innovation in Marketing. Ghaziabat, India.
Casaburi, I. (2008). China as a Market: what is the real market for international brands?. 7th International Congress Marketing Trends. Venece, Italy, 17/01/2008
Valdés, S.; Casaburi, I. & Ugarte I. (2007). (12/2007).Procter and Gamble: el relanzamiento de Pantene.
Casaburi, I. (2007). Business update: Changing business landscape. Casa Asia. 5th Asia Forum: Commemoration of Asean's 40th Anniversary. Barcelona, 12/11/2007 - 14/11/2007.
Casaburi, I. (2007). La segunda revolución China: implicaciones para el mercado de consumo. ESADE ALUMNI. La Segunda Revolución China de Eugenio Bregolat. Barcelona, 14/06/2007
Casaburi, I. (2007). Las enseñas favoritas de los chinos. Expansión (1205-2007), 0-0.
Casaburi, I. (2005). La experiencia Marie Curie: impacto en la carrera profesional. De la idea al proyecto. Generalitat de Catalunya. Departament de Salut. Direcciò d'Estratègia i Coordinaciò.. Seminari marie Curie. Programa R+D+I Internacional.. Barcelona, España., 13/12/2005
Casaburi, I. & Misker, J. (2005). Bridging the gap between academy and Industry. MCFA. European Forum for Early Carrer Researchers. Otocec, Slovenia 6-7 May 2005, 06/05/2005
Casaburi, I. (2003). El método del caso: metodología de investigación e instrumento pedagógico. In Carmen Berné (Ed.). La investigación con el método del caso. Aplicaciones a organización de empresas y marketing (pp. 18-43). España: publicaciones Universidad de Zaragoza.[ISBN: 84-95480-82-4]
Casaburi, I. (2001). La mujer se consolida en las escuelas de negocio.La Gaceta de los Negocios
Bonet, E. & Casaburi, I. (1996). Epistemology and the Case Method. EDAMBA Seminar Proceedings (1), 6-49.
