Faculty & Research
Directory
Costa Guix, Gerard
Associate Professor, Department of Marketing at
Esade
URL Associate Professor
Decano Asociado, Programas de Grado y Bachelor
Investigador,
Education
- Doctor en Administració i Direcció d'Empreses. ESADE - Universitat Ramon Llull
- Licenciado en Ciencias Empresariales y Máster en Dirección de Empresas. ESADE
- Licenciado en Administración y Dirección de Empresas. ESADE - Universitat Politècnica de Catalunya
Biography
Gerard Costa holds a PhD in Management Sciences and an MBA from ESADE. He has held
various part-time positions at ESADE since 1990, covering both academic and management
functions. His academic interest is focused above all on structural and cultural aspects
of various marketing-related areas, and on the impact of market orientation on the
results of organizations.He has studied the management of marketing channels, the
interrelations with marketing and sales functions, and business management in the
health sector and pharmaceutical industry, analyzing the relations between product-service
orientation and mechanisms to increase market orientation.Gerard has pursued a parallel
professional career in Procter & Gamble, Arthur Andersen, Bayer, and Rizzoli Corriere
della Sera, and business consultancy activities in marketing.
Selected publications
- Costa Guix, G., Torrecilla Gumbau, C. (2024). ESG: una brújula sin dirección. Harvard Deusto Business Review, (342), pp. 26-31.
- Costa Guix, G., Adrada Sanchez-Lafuente, R. F. (2023). Humanistic Leadership and Artificial Intelligence. Questioning Humanistic Leadership, pp. 109-114. Roque Adrada.
- Costa Guix, G., Torrecilla Gumbau, C. (2023). El gran reto de la predicción: repensando el 'marketing'.
- Costa Guix, G., Torrecilla Gumbau, C. (2023). La normalidad era el problema: ¿puede haber calma en el sector creativo y cultural?.
- Costa Guix, G., Mavrommatis, A. (2022). EATALY: 'poesía' italiana que revoluciona el acto de comprar.
- Costa Guix, G., Fernandes, N. & Minguez Perez, S., Nuñez, Á., Pedro Gómez, J., Ramírez, A., Torrecilla Gumbau, C., TORNABELL CARRIO, R. (2022). Sumando ideas: el futuro de los servicios financieros.
- Abdelgawad, S. G. E., Camps, X. & Costa Guix, G., Dimov, D., Esposito, M., Ferrás Hernández, J., Ferrone, N., Groth, O. J., Hassi, E. L. M., Navarro Sánchez, S. A., Pistrui, J., Tse, T., Vila Fernández-Santacruz, M. d. M., Vilà, J. (2021). Fomentar la cultura de la experimentación.
- Boonstra, J., Casado González, J. M. & Correa Domenech, M., Costa Guix, G., González Pascual, A., Jain, K., Kugler, T., Lee, Y., Motro, D., Narayanan, P., Noussair, C., Parke, M., Ye, B. (2020). El papel de las emociones en la empresa.
- Vila Fernández-Santacruz, M. d. M., Costa Guix, G. & Ellinger -, E. (2020). An ethnographic study of the motivations of foodstagrammer tourists. Journal of Sustainable Tourism, 29 (5), pp. 813-828. DOI: https://doi.org/10.1080/09669582.2020.1811290.
- Checa Prieto, S., Costa Guix, G. & Dans, E., de Luis, Í., de Pedro, L., Duch, A., Ginès Fabrellas, A., Murillo Bonvehí, D., Ricart, J. E., Wareham, J. D. (2019). Economía colaborativa.
- Costa Guix, G., Fosse, S. & Freeman, R. E., Hahn, T., Mària Serrano, J. F., Murillo Bonvehí, D., Parmar, B. L., Theis, L., Vaccaro, A. (2019). Ética y crecimiento.
- Vila Fernández-Santacruz, M. d. M., Afsordegan, A. & Agell Jané, N., Sánchez, M., Costa Guix, G. (2018). Influential factors in water planning for sustainable tourism destinations. Journal of Sustainable Tourism, 26 (7), pp. 1241-1256. DOI: https://doi.org/10.1080/09669582.2018.1433183.
- Costa Guix, G., Mavrommatis, A. & Valdés Gandarillas, S., Vila Fernández-Santacruz, M. d. M. (2018). Collaborative relationships between manufacturers and retailers: A supply chain collaboration framework: Advances in national brand and private label marketing. Advances in national brand and private label marketing, pp. 201-210.
- Costa Guix, G., Mavrommatis, A. & Valdés Gandarillas, S., Vila Fernández-Santacruz, M. d. M. (2018). Collaborative relationships between manufacturers and retailers: A supply chain collaboration framework. DOI: https://doi.org/10.15341/jbe2155-7950/02.09.2018/004.
- Costa Guix, G., Mavrommatis, A. & Valdés Gandarillas, S., Vila Fernández-Santacruz, M. d. M. (2017, June). Collaborative relationships between manufacturers and retailers: A supply chain collaboration framework [Paper presentation]. 4th International Conference on Research on National Brand & Private Label Marketing NB&PL2017.
- Costa Guix, G., Mavrommatis, A. & Vila Fernández-Santacruz, M. d. M., Valdes, S. (2017). Collaborative Relationships Between Manufacturers and Retailers: A Supply Chain Collaboration Framework. In Martínez-López, F. J., Martínez-López, F. J. & Gázquez-Abad, J. C., Ailawadi, K. L., Yagüe-Guillén, M. J. (Eds.), Advances in National Brand and Private Label Marketing - 4th International Conference 2017, pp. 201-210. Springer Science and Business Media B.V.. DOI: https://doi.org/10.1007/978-3-319-59701-0_21.
- Costa Guix, G., Mavrommatis, A. (2016). Eataly: 'poesía' italiana que revoluciona el acto de comprar.
- Agell Jané, N., Costa Guix, G. & Vila Fernández-Santacruz, M. d. M. (2016, July). Towards sustainable tourism: What factors most influence decision makers in water-energy planning? [Paper presentation]. BEST EN Think Tank XVI: Corporate Responsibility in Tourism - Standards Practices and Policies.
- Vila Fernández-Santacruz, M. d. M., Costa Guix, G. & Angulo-Preckler, C., Sardá, R., Avila, C. (2016). Contrasting views on Antarctic tourism: 'Last chance tourism' or 'ambassadorship' in the last of the wild. Journal of Cleaner Production, 111, pp. 451-460. DOI: https://doi.org/10.1016/j.jclepro.2014.12.061.
- Casabayó Bonás, M., Costa Guix, G. & Vila Fernández-Santacruz, M. d. M. (2015, April). Exploration of the interaction between spirituality and market orientation: Causes and effects on managers [Paper presentation]. Spirituality and Creativity in Management World Congress, Barcelona 2015.
- Casabayó Bonás, M., Costa Guix, G. (2014). Soul Marketing. Porque el directivo, el cliente y el ciudadano son la misma persona.
- Vila Fernández-Santacruz, M. d. M., Rovira Llobera, R. & Costa Guix, G., Santomà Vicens, R. (2012, April). Combining research techniques to improve quality service in hospitality. Quality and Quantity, 46 (3), pp. 795-812. DOI: https://doi.org/10.1007/s11135-010-9414-9.
- Vila Fernández-Santacruz, M. d. M., Enz, C. & Costa Guix, G. (2012). Innovative practices in the spanish hotel industry. Cornell Hospitality Quarterly, 53 (1), pp. 75-85. DOI: https://doi.org/10.1177/1938965511426562.
- Costa Guix, G., Soler Bigas, B. D. (2010, April). Corporate rebranding: A conceptual framework that incorporates the brand's social dimension [Paper presentation]. 6th Global Brand Conference 2010.
- Vila Fernández-Santacruz, M. d. M., Costa Guix, G. & Rovira Llobera, R. (2010). The creation and use of scorecards in tourism planning: A Spanish example. Tourism Management, 31 (2), pp. 232-239. DOI: https://doi.org/10.1016/j.tourman.2009.02.015.
- Costa Guix, G., Soler Bigas, B. D. (2010, January). Corporate brand building: Strategic key challenges and implementation [Paper presentation]. 9th International Marketing Trends Conference 2010.
- Costa Guix, G., Moll de Alba Mendoza, I. & Montaña Matosas, J., Sureda Pascual, J., Torrecilla Gumbau, C., VALLS GIMÉNEZ, J. F., Vila Fernández-Santacruz, M. d. M., Alfaro Faus, M., Losada Marrodán, C. (2008). Fenómeno low cost: el impacto en el factor precio.
- Costa Guix, G. (2006). Atención a la previsión de ventas.
- Costa Guix, G. (2005). Nuevas tendencias en ventas.
- Costa Guix, G. (2004). La integración de las funciones marketing y ventas en las empresas de consumo en España (Unpublished doctoral dissertation). Esade Business School.