Professor in the Department of Marketing Management
URL Professor
Academic training
Doctor Ingeniero Industrial. Universidad Politécnica de Cataluña
Máster en Dirección y Administración de Empresas. ESADE
Ingeniero Industrial. ETSIIB - Universidad Politécnica de Cataluña
Interest Areas
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
Moll, I. & Montaña, J. (2010). Design for all. A management model to enhance business competitiveness. 39th EMAC Conference. 6 Senses- The Essencials of Marketing. Copenhaguen.
Montaña, J.; Moll, I. & Francisco, E. (2010). A quantitative test for brand design management model. 6th International Conference of the AM's Brand, Identity and Reputation SIG. Barcelona.
Montaña, J.; Moll, I. & Eckardt, G. (2010). (04/2010).Sol Melià. Hotels for All.
Moll, I. & Montaña, J. (2010). (03/2010).SEAT Design.
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].
Montaña, J.; Moll, I. & Guzmán, F. (2009). Diseño estratégico en la construcción de marcas. Harvard Deusto Marketing & Ventas (90), 32-38.
Calabretta, G.; Montaña, J. & Iglesias, O. (2008). The integration of users and designers in product design: A comparison between off-line and on-line companies. ISBM Academic Conference 2008: Advances in B-to-B marketing. Chicago.
Calabretta, G.; Montaña, J.; Iglesias, O. & Moll, I. (2008). Design orientation as a driver of organizational culture. 2008 INFORMS Marketing Science Conference. Vancouver (Canada).
Montaña, J. & Moll, 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). Barcelona: Deusto.[ISBN: 978-84-234-2668-3]
Calabretta, G.; Montaña, J. & Iglesias, O. (2008). A cross-country case study of organizational culture in design-oriented companies. AMS Cultural Perspectives in Marketing Conference. New Orleans, Lou. (U.S.).
Montaña, J. & Moll, I. (2007). El Diseño en la empresa: Antares, Gandía Blasco, Sanico, Viccarbe: casos de éxito. Valencia: Asociación de Diseñadores de la Comunidad Valenciana. [ISBN: 978-84-690-8116-7].
Montaña, J.; Guzmán, F. & Moll, I. (2007). Branding and design management: A brand design management model. Journal of Marketing Management, 23(9/10), 829-840.
Moll, I.; Montaña, J.; Guzmán, F. & Solé Parellada, F. (2007). Market orientation and design orientation: A management model. Journal of Marketing Management, 23(9/10), 861-876.
Nomen, E. & Montaña, J. (2007). Evaluación del renombre y la notoriedad de marcas. Barcelona: Instituto de Análisis de Intangibles.
Moll, I. & Montaña, J. (2007). Un caso de éxito : Viccarbe. D(x)i : Cultura & Post-Diseño = Culture & Post-Design Magazine. DEV (Diseño Evolución) (25), 3-5.
Calabretta, G.; Montaña, J. & Iglesias, O. (2006). Design orientation as a driver of organizational culture: Antecedents and consequences. 13th International Product Development Management Conference. Milano (Italy).
Guzmán, F. & Montaña, J. (2006). Construir marcas mediante la asociación con servicios públicos. Harvard Business Review América Latina, 84(4), 46-51.
Solé Parellada, F.; Moll, I. & Montaña, J. (2006). Design management and market orientation. The relationship between design strategy and marketing strategy. D2B 1st International Design Management Symposium. Shanghai, China.
Moll, I.; Montaña, J. & Solé Parellada, F. (2006). Current research on design management models and their relationship with marketing. D2B 1st International Design Management Symposium. Shanghai, China.
