Gerard Costa Guix
Associate Professor, Department of Marketing at ESADE
URL Associate Professor

Associate Dean, Business Administration Programme - BBA


  • 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

Areas of interest

  • Market Orientation: structural elements to measure and increase the degree of market orientation of an organization
  • Collaborative Marketing: processes of connecting and cooperating with clients as an evolution of the transactional concept of market orientation, and development of relations with distributors, such as Trade Marketing Management
  • Marketing Channels: processes centered in the value creation through delivery
  • Social Marketing: design process, implementation amd control of programmes aimed at promoting a social idea or practice in a specific community (from health marketing to marketing programmes connected with corporate social responsibility


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.