Jordi Montaña Matosas
Professor, Department of Marketing in ESADE
URL Professor


Education

  • Doctor Ingeniero Industrial. Universidad Politécnica de Cataluña
  • Máster en Dirección y Administración de Empresas. ESADE
  • Ingeniero Industrial. ETSIIB - Universidad Politécnica de Cataluña

Areas of interest

  • Design Management
  • New product and brand development
  • Innovation

Biography

He has always been linked to the world of industrial design applied to the company, both new product development and innovation management, and brand creation. In this field, he was Founder and Chief Executive of Quod, Diseño y Marketing, SA; Founder and General Manager of the Sociedad Estatal para el Desarrollo del Diseño y la Innovación; President of Integral Design and Development; President of ADI-FAD; a Trustee and member of the Executive Committee of the Barcelona Centro de Diseño Foundation, and Treasurer and member of the board of Design for the World.

He has been a consultant to companies such as Sony, Novartis, HP, Manpower and Simón, among others, in addition to numerous small and medium-sized companies, on subjects of strategic marketing, branding, innovation and design management. He has advised government bodies, such as the CIDEM, the IMPI, the Government of Aragón in Spain, and the ministries of Industry in Nicaragua and Venezuela. He has also carried out consultancy projects for the United Nations Industrial Development Organization, for the Inter-American Development Bank and for the European Commission. He forms part of the group of European experts advising the OHIM, the body entrusted with the registration of Community trademarks and designs.

He has published numerous books and articles. His most important publications include: "Marketing de nuevos productos: del diseño al lanzamiento", "Marketing in Europe", "Diseño, rentabilidad social y rentabilidad económica" and "Guia de gestió del disseny".

He is Director of ESADE's Chair of Design Management, whose objective is research into aspects related to design and the company, and their impact on the economy and society.

He has been a Professor at ESADE since 1976.


Selected publications

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2013). El poder de la marca. El papel del diseño en su creación. Barcelona: Profit.

Francisco-Maffezzolli , E. C., Muller Prado , P. H. & Montaña Matosas, J. (2013, June). Effects of brand identification in consumer-brand relationships. In 42nd European Marketing Academy Conference (EMAC 2013). Symposium conducted at the meeting of European Marketing Academy (EMAC), Istanbul.

Ilipinar, G., Johnston , W., Montaña Matosas, J., Spender, J. & Truex , D. (2011). Design thinking in the postmodern organization. China-USA Business Review, 10 (11), pp. 1203-1212.

Moll de Alba Mendoza, I., Francisco-Maffezzolli , E. C. & Montaña Matosas, J. (2011, April). Role of design on brand building. Evaluating design dimensions of branding elements, managers and design experts reactions. In Academy of Marketing. Brand, Corporate Identity and Reputation SIG. Symposium conducted at the meeting of Academy of Marketing. Brand, Corporate Identity and Reputation SIG, Oxford University. Saïd Business School, Oxford.

Francisco-Maffezzolli , E. C., Muller Prado , P. H., Montaña Matosas, J. & Moll de Alba Mendoza, I. (2011, April). Multiple dimensions of brand identification. Exploring new links among consumer and brands. In 7th Global Brand Conference 2011. Symposium conducted at the meeting of Academy of Marketing. Brand, Corporate Identity and Reputation SIG, Oxford.

Iglesias , O., Sauquet Rovira, A. & Montaña Matosas, J. (2011). The role of corporate culture in relationship marketing. European Journal of Marketing, 45 (4), pp. 631-650.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2011, January). Estrategias empresariales basadas en el concepto 'diseño para todos' como ventaja competitiva. El caso de estudio 'FGC, unos ferrocarriles para todos'. In 10th International Marketing Trends Conference 2011. Symposium conducted at the meeting of International Marketing Trends Conference, Paris.

Franch Bullich, J. & Montaña Matosas, J. (2010, October). FC Barcelona: More than just a club. In NACRA 2010 Annual Meeting. Symposium conducted at the meeting of North American Case Research Association (NACRA), Gatlinburg.

Montaña Matosas, J. (2010, July). Barcelona: City of design. In Management of Creativity in an Innovation Society, Montreal.

Montaña Matosas, J. (2010, June). Innovación en la artesanía: buenas prácticas europeas. In Congreso Europeo de Artesanía: "Tradición, Innovación y Sostenibilidad: el Apoyo de la Administración Pública". Symposium conducted at the meeting of Fundación Española para la Innovación de la Artesanía (FUNDESARTE), Barcelona.

Moll de Alba Mendoza, I. & Montaña Matosas, J. (2010, June). Design for all. A management model to enhance business competitiveness. In 39th European Marketing Academy Conference (EMAC 2010). Symposium conducted at the meeting of European Marketing Academy (EMAC), Copenhagen.

Muller Prado , P. H., Francisco-Maffezzolli , E. C. & Montaña Matosas, J. (2010, April). Brand identification: Building a concept from social identity theory and self congruity theory. In 6th International Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation SIG. Symposium conducted at the meeting of Academy of Marketing (AM), Barcelona.

Montaña Matosas, J., Moll de Alba Mendoza, I. & Francisco-Maffezzolli , E. C. (2010, April). A quantitative test for brand design management model. In 6th International Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation SIG. Symposium conducted at the meeting of Academy of Marketing (AM), Barcelona.

Guzmán Garza, F., Davis , D. F. & Montaña Matosas, J. (2009, December). Corporate social responsibility in global branding. In 2009 Cross Cultural Research Conference, Puerto Vallarta.

Montaña Matosas, J. (2009, December). Map of research on design management. In European Forum for Design Management Research, Gothenburg.

Ilipinar, G., Montaña Matosas, J., Iglesias , O., Kristensen, T. & Johnston , W. (2009, October). Designer as midwife: Towards a new state of mind?. In 3rd annual conference of the International Association of Societies of Design Research, Seoul.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2009). Ferran Adrià, Juli Soler y el restaurante elBulli. El placer de innovar. Management international = International management = Gestión internacional, 13 (Numéro hors série), pp. 155-158.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2009). Barcelona ciudad del diseño. Management international = International management = Gestión internacional, 13 (Numéro hors série), pp. 71-81.

Montaña Matosas, J. (2009, July). A brand design management model integrating corporate culture and market orientation. In European Group for Organizational Studies (EGOS). Symposium conducted at the meeting of [s.n.], Barcelona.

Montaña Matosas, J., Tijeras García , V., Agulló , D., Lozano , F., Sobrini , M. J. & Serra , J. M. (2009, June). Empresas/emprendedores: Buenas prácticas en la gestión del diseño y la innovación como herramientas estratégicas para el desarrollo de nuevos productos y servicios competitivos y centrados en el usuario. Symposium conducted at the meeting of Asociación para el Progreso de la Dirección (APD); Ministerio de Ciencia e Innovación; Sociedad Estatal para el Desarrollo del Diseño y la Innovación (DDI), Madrid.

Montaña Matosas, J. (2009, April). Diseño y creación de valor en el packaging. In Tribuna Hispack Bta, Barcelona.

Montaña Matosas, J. (2009, April). Creatividad, diseño y generación de valor. Symposium conducted at the meeting of [s.n.], Madrid.

Montaña Matosas, J. (2009, March). ¿Hacia dónde va el marketing de las organizaciones?. In Ciclo de Coloquios Hacer Hacer, Madrid.

Montaña Matosas, J. (2009, March). Design for all management. Symposium conducted at the meeting of [s.n.], Barcelona.

Montaña Matosas, J. (2009, March). Persuasive design: Why product design may appeal to customers. In Erasmus University Rotterdam (EUR). Symposium conducted at the meeting of ESADE, European Doctoral School on Knowledge and Management (EUDOKMA); European Doctoral programs Association in Management & Business Administration-Summer School (EDAMBA); European Institute for Advanced Studies in Management (EIASM), Barcelona.

Ilipinar, G., Montaña Matosas, J., Iglesias , O. & Kristensen, T. (2009, March). Designer as midwife. In Erasmus University Rotterdam (EUR). Symposium conducted at the meeting of ESADE, Barcelona.

Montaña Matosas, J. (2009, March). Designer as a midwife. In 3rd International Conference on Rethoric and Narratives in Management Research (RNMR 2011). Symposium conducted at the meeting of ESADE Business School, Erasmus University Rotterdam (EUR), Barcelona.

Soler Bigas, B., Seijo Font, J. & Montaña Matosas, J. (2009). Presente y futuro de la dirección de marcas líderes en España. Barcelona: ESADE. Centro de la Marca.

Montaña Matosas, J. (2009, February). La creación de marca-ciudad. El caso Barcelona Design. In Ciclo de conferencias de ciudades creativas, Las Palmas de Gran Canaria.

Montaña Matosas, J. (2009, January). Casos empresariales de éxito en el sector del mueble. In 8th International Marketing Trends Conference 2009. Symposium conducted at the meeting of International Marketing Trends Conference, Paris.

Montaña Matosas, J., Moll de Alba Mendoza, I. & Guzmán Garza, F. (2009). Diseño estratégico en la construcción de marcas. Harvard Deusto Márketing y Ventas, (90), pp. 32-38.

Montaña Matosas, J., Guzmán Garza, F. & Moll de Alba Mendoza, I. (2008). Branding and design management. In Rogers , D. L. & Schmitt , B. H. (Eds.), Handbook on brand and experience management (pp. 88-98). Camberley; Cheltenham; Northampton: Edward Elgar.

Ilipinar, G., Srivastava , R., Montaña Matosas, J. & Johnston , W. (2008, November). Design orientation: The antecedents, research propositions and managerial implications. In ANZMAC Doctoral Colloquium, Sydney.

Montaña Matosas, J. (2008, November). The empathic economy. Symposium conducted at the meeting of Barcelona Centre de Disseny (BCD), Barcelona.

Calabretta, G., Montaña Matosas, J. & Iglesias , O. (2008). A cross-cultural assessment of leading values in design oriented companies. Cross Cultural Management: An International Journal, 15 (4), pp. 379-398.

Montaña Matosas, J. (2008, September). La gestión del diseño y de la marca. Symposium conducted at the meeting of Instituto Cervantes de París, Paris.

Sirgy , M. J., Lee , D., Grzeskowiak, S., Chebat, J., Johar, J. S., Hermann, A. & et al. (2008). An extension and further validation of a community-based consumer well-being measure. Journal of Macromarketing, 28 (3), pp. 243-257. DOI: 10.1177/0276146708320447.

Calabretta, G., Montaña Matosas, J. & Iglesias , O. (2008, August). The integration of users and designers in product design: A comparison between off-line and on-line companies. In ISBM Academic Conference 2008: Advances in B-to-B marketing, Chicago.

Calabretta, G., Montaña Matosas, J., Iglesias , O. & Moll de Alba Mendoza, I. (2008, June). Design orientation as a driver of organizational culture. Symposium conducted at the meeting of Institute for Operations Research and the Management Sciences (INFORMS), Vancouver.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2008). Impacto del low cost en el diseño de productos y marcas. Fenómeno low cost: el impacto en el factor precio (pp. 141-154). Bilbao: Deusto Publicaciones. Universidad de Deusto.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2008). Éxito empresarial y diseño: análisis del comportamiento en la gestión del diseño de la pequeña y mediana empresa española: diagnóstico, lecciones y aplicaciones. Madrid: Federación Española de Entidades de Promoción de Diseño (FEEPD).

Valls Giménez, J., Losada Marrodán, C., Alfaro Faus, M., Montaña Matosas, J., Vila Fernández-Santacruz, M., Fernández , E. & et al. (2008). Fenómeno low cost: el impacto en el factor precio. Bilbao: Deusto Publicaciones. Universidad de Deusto. DOI: B-27741-2008.

Ilipinar, G., Montaña Matosas, J., Spender, J. & Truex , D. (2008, April). Design thinking in the postmodern organization. Symposium conducted at the meeting of Design Management Institute (DMI), ESSEC Business School, Paris.

Moll de Alba Mendoza, I., Montaña Matosas, J. & Solé Parellada , F. d. P. (2008, January). Nuevo modelo de gestión para desarrollar la orientacion al mercado. In 7th International Marketing Trends Conference 2008. Symposium conducted at the meeting of International Marketing Trends Conference, Venice.

Iglesias , O., Sauquet Rovira, A. & Montaña Matosas, J. (2008, January). A study of the corporate culture of a relationship marketing oriented firm. In 7th International Marketing Trends Conference 2008. Symposium conducted at the meeting of International Marketing Trends Conference, Venice.

Montaña Matosas, J., Moll de Alba Mendoza, I. & Solé Parellada , F. d. P. (2008, January). Casos empresariales de éxito del sector del turismo. Symposium conducted at the meeting of ESCP-EAP European School of Management, Venice.

Calabretta, G., Montaña Matosas, J. & Iglesias , O. (2008, January). A cross-country case study of organizational culture in design-oriented companies. In 2008 AMS Annual Conference. Symposium conducted at the meeting of Academy of Marketing Science (AMS), New Orleans.

Moll de Alba Mendoza, I., Montaña Matosas, J., Albert , S., Bautista , Á., Bernia , E., Casellas , P. & et al. (2008). Diseño e innovación. La gestión del diseño en la empresa. Madrid: COTEC - Fundación para la innovación tecnológica.

Moll de Alba Mendoza, I., Montaña Matosas, J., Guzmán Garza, F. & Solé Parellada , F. d. P. (2007). Market orientation and design orientation: A management model. Journal of Marketing Management, 23 (9/10), pp. 861-876.

Montaña Matosas, J., Guzmán Garza, F. & Moll de Alba Mendoza, I. (2007). Branding and design management: A brand design management model. Journal of Marketing Management, 23 (9/10), pp. 829-840.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2007). El diseño en la empresa: Antares, Gandía Blasco, Sanico, Viccarbe: casos de éxito. Valencia: Asociación de Diseñadores de la Comunidad Valenciana (ADCV).

Nomen Calvet, E. & Montaña Matosas, J. (2007). Evaluación del renombre y la notoriedad de marcas. Buenos Aires; Madrid: Instituto de Análisis de Intangibles.

Moll de Alba Mendoza, I. & Montaña Matosas, J. (2007). Un caso de éxito: Viccarbe. D(x)i: Magazine Dedicado a la Cultura del Diseño, (25), pp. 3-5.

Calabretta, G., Montaña Matosas, J. & Iglesias , O. (2006, June). Design orientation as a driver of organizational culture: Antecedents and consequences. In 13th International Product Development Management Conference, Milan.

Calabretta, G., Montaña Matosas, J. & Moll de Alba Mendoza, I. (2006, May). A description of the design management process: Involved activities and enabling conditions. In 6th EURAM Annual Conference 2006. Symposium conducted at the meeting of European Academy of Management (EURAM), Oslo.

Guzmán Garza, F. & Montaña Matosas, J. (2006). Construir marcas mediante la asociación con servicios públicos. Harvard Business Review América Latina, 84 (4), pp. 46-51.

Guzmán Garza, F., Montaña Matosas, J. & Sierra , V. (2006). Brand building by associating with public services: A reference group influence model. Journal of Brand Management, 13 (4/5), pp. 353-362.

Moll de Alba Mendoza, I., Montaña Matosas, J. & Solé Parellada , F. d. P. (2006, March). Current research on design management models and their relationship with marketing. In D2B 1st International Design Management Symposium, Shanghai.

Solé Parellada , F. d. P., Moll de Alba Mendoza, I. & Montaña Matosas, J. (2006, March). Design management and market orientation. The relationship between design strategy and marketing strategy. In D2B 1st International Design Management Symposium, Shanghai.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2006). Diseño e innovación en packaging: cinco casos de estudio . Barcelona: Barcelona Centre de Disseny (BCD).

Montaña Matosas, J. (2005). Il design in Catalogna: un'analisi critica. Il Giornale dell'Architettura, (2005-2006), pp. 2-14.

Montaña Matosas, J. (2005). Els cinc sentits i el disseny. Dossier Econòmic de Catalunya, (382), pp. 52-53.

Montaña Matosas, J. (2005). Nuevas tendencias del branding. Experiencias y emociones, diseño e innovación. MK Marketing + Ventas, (206), pp. 52-56.

Montaña Matosas, J. (2005). Prólogo. Branding emocional: el nuevo paradigma para conectar las marcas emocionalmente con las personas (pp. 9-14). Madrid: Divine Egg Publicaciones.

Montaña Matosas, J. (2005). El diseño en la empresa. ESADE Asociación, (115), pp. 28-31.

Montaña Matosas, J. & Guzmán Garza, F. (2005, May). Public-private collaborations to provide public services. In 2005 Marketing and Public Policy Conference. Symposium conducted at the meeting of American Marketing Association (AMA), Washington.

Montaña Matosas, J. & Guzmán Garza, F. (2005, April). Brand building by associating to public services: A reference group influence model. In 1st Annual International Colloquium on Critical Issues in Brand Management. Symposium conducted at the meeting of Academy of Marketing (AM), Birmingham.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2005). Artesania i disseny: les claus de l'èxit de l'empresa artesana = Artesanía y diseño: las claves del éxito de la empresa artesana = Artcrafts and design: The keys to successful craft company. Barcelona: Centre Català d'Artesania.

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2004). Disseny i innovació en packaging: cinc casos d'estudi. Barcelona: Barcelona Centre de Disseny (BCD).

Montaña Matosas, J. (2004). La marca, un actiu intangible clau per a la internacionalització de l'empresa. Jornada dels economistes 2004: l'economia catalana: què cal fer? Barcelona, 11 de novembre de 2004 (pp. 157-158). Barcelona; Lleida: Col·legi d'Economistes de Catalunya (CEC).

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2004, November). La responsabilitat social corporativa i el disseny. El cas Volvo. In 2n Congrés d'Enginyeria en Llengua Catalana (CELC 2004). Symposium conducted at the meeting of Enginyeria i Cultura Catalana, Andorra la Vella.

Rasero Rebull , A., Roig , I., Uño Pérez , M. A., Montaña Matosas, J. & Moll de Alba Mendoza, I. (2003). El disseny: un valor necessari: cinc casos d'estudi . Barcelona: Barcelona Centre de Disseny (BCD).

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2003). Desenvolupament de producte: la gestió del disseny. Barcelona: Centre d'Innovació i Desenvolupament Empresarial (CIDEM).

Montaña Matosas, J. & Moll de Alba Mendoza, I. (2003). Disseny de producte: la gestió del disseny. Barcelona: Centre d'Innovació i Desenvolupament Empresarial (CIDEM).

Montaña Matosas, J. (1993). La imagen exterior del diseño español y su influencia sobre las marcas. Información Comercial Española: Revista de Economía, (722), pp. 89-95.