Ivana Casaburi
Associate Professor in ESADE
URL Associate Professor

Director Académico, Master CEMS
Director Executive Masters Business School, Executive Masters Unit

Education

  • Dottorato di ricerca in Economia Aziendale. Università Federico II
  • Laurea di Dottore in Economia e Commercio. Università degli Studi di Cassino

Areas of interest

  • Building Chinese Brand in Europe
  • Marketing and selling in China
  • The luxury market in Asia
  • Spanish-Chinese Cooperation
  • 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 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 MBA Management Team Board in her capacity as Associate Director of the Full-Time MBA programme.
She was Academic Director of the Executive Master in Marketing and Sales ((2011-13) and Director of the Executive Masters Programmes Unit (2014-2016).
Ivana has published various books and articles, including some studies about chinese investment in Europe. 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

Casaburi, I. (2018). Chinese investment in Europe 2018. Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo).

Casaburi, I. (2018). Tendencias de la inversión China en Europa 2018. Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo). DOI: 10.13140/RG.2.2.25341.05600.

Sanchez Monasterio, M. & Casaburi, I. (2018). Las 8M's del 'artificial intelligence marketing'. Harvard Deusto Business Review, (277), pp. 62-72.

Casaburi, I. & Sanchez Monasterio, M. (2017). Caso práctico: Rolls Royce. Dirección de márketing glocal para China. Harvard Deusto Business Review, (265), pp. 74-81.

Casaburi, I. (2017). Chinese investment trends in Europe: 2016-17 report. Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo).

Casaburi, I. (2016). Tendencias de la inversión china en Europa (3 ed.). Barcelona: ESADE Business School.

Casaburi, I. (2015). Chinese investment in Europe 2015-16. Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo).

Casaburi, I. & Brasò, C. (2015). The internationalization of Chinese companies and their presence in Europe. In Solana Madariaga, F. & Saz Carranza, A. (Eds.), The global context: How politics, investment, and institutions impact European businesses (pp. 110-127). Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo).

Casaburi, I. (2015). La inversión china en Europa y España. Perspectivas de rápido crecimiento. Informe Económico y Financiero, (18), pp. 74-75.

Casaburi, I. (2015). Claves de la inversión china en España. News Enginyers Xina, (15), pp. 28-31.

Mena López, F., Comajuncosa Ferrer, J., Recio Figueiras, E., Sanz Caballero, J., Ulied Martínez, A., Sánchez Torres, E. & et al. (2015). Informe económico y financiero de ESADE. Barcelona: ESADE. Departamento de Economía.

Casaburi, I. (2014). The key aspects of Chinese investment in Spain. ESADE Alumni, (149), pp. 22-24.

Casaburi, I. (2014). Rápido crecimiento de la inversión china en España. enEspaña, (24), pp. 1-1.

Casaburi, I. (2014, September). Chinese investment in Europe 2014. In China & Europe: Chinese companies going global, Beijing 2014. Symposium conducted at the meeting of ESADE, Beijing.

Casaburi, I. (2014). Factores que explican la inversión china en España. Global Asia Magazine, (39), pp. 22-24.

Casaburi, I., Höhn, D., Ibáñez, A., Blanco Estévez , A. & Cortés, A. (2014). Casaburi, I. (Ed.), Chinese investment in Europe 2014. Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo).

Casaburi, I., Höhn, D., Ibáñez, A., Blanco Estévez , A. & Cortés, A. (2014). Casaburi, I. (Ed.), Chinese investment in Europe 2014. Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo).

Casaburi, I. (2014). Relaciones empresariales entre España y China. Global Asia Magazine, (35), pp. 18-21.

Casaburi, I. & Blanco Estévez , A. (2013, September). Chinese companies investment in Europe and Spain. In China goes global, Bremen 2013. Symposium conducted at the meeting of ESADE, Bremen.

Sanchez Monasterio, M. & Casaburi, I. (2013). Dominar las redes sociales chinas. Harvard Deusto Márketing y Ventas, (115), pp. 56-62.

Casaburi, I. & Blanco Estévez , A. (2013). China-Europe-Spain: the awakening of investment by Chinese companies in Spain and Europe. ESADEgeo position paper (enero 2013). Barcelona: ESADE. Center for Global Economy and Geopolitics (ESADEgeo). https://www.esade.edu/itemsweb/research/esadegeo/201301ChinaEuropeSpain_Casaburi_Blanco_EN.pdf

Casaburi, I. (2011). China as a market: Luxury brand consumer behavior. Journal of Marketing Trends, 1 (6), pp. 47-56.

Alfaro Faus, M., Arenas Vives, D., Batllori Lloveras, G., Bieto Caubet, E., Bonache, J. A., Busquets Carretero, J. & et al. (2010). Batllori Lloveras, G. (Ed.), El MBA de ESADE: todos los conocimientos para alcanzar el éxito profesional. Barcelona: Planeta.

Casaburi, I. (2010). Marketing global. In Batllori Lloveras, G. (Ed.), El MBA de ESADE: todos los conocimientos para alcanzar el éxito profesional (pp. 427-450). Barcelona: Planeta.

Casaburi, I. (2010). Notas técnicas para el Curso Superior de Dirección Estrategica en Marketing: marketing internacional. Barcelona: ESADE.

Casaburi, I. (2010). Is there a future for international brands in China?. China International Business, (269), pp. 44-45.

Casaburi, I. & Valdés Gandarillas, S. (2010, March). PEPSICO Iberia: achieving growth in a mature market [Case study]. Barcelona: ESADE.

Casaburi, I. (2010). What's new in China in the context of the world crisis?. ESADE Alumni, (134), pp. 8-10.

Casaburi, I. (2010, January). China as a market: luxury brand consumer behaviour. In 9th International Marketing Trends Conference 2010. Symposium conducted at the meeting of International Marketing Trends Conference, Venice.

Casaburi, I. & Valdés Gandarillas, S. (2009, October). Pepsico iberia: cómo crecer en un mercado maduro [Case study]. Barcelona: ESADE Business School.

Casaburi, I. (2009). El valor de la marca en la expansión internacional de la empresa española. Harvard Deusto Márketing y Ventas, (90), pp. 52-58.

Casaburi, I. & Zhang Zhang, Y. (2008, November). Bodegas Torres: Entering in China [Case study]. Barcelona: ESADE Business School.

Casaburi, I. (2008). El comportamiento del consumidor español ante la crisis. Segmento, (43), pp. 10-14.

Casaburi, I. (2008, April). China's consumer market and brand awareness. In International Conference on Technology and Innovation in Marketing (ICTIM 2008). Symposium conducted at the meeting of Institute of Management Technology (IMT).

Schuiling , I. & Casaburi, I. (2008). Key challenges facing global Chinese brands in Europe. UCL working Papers (9). Leuven: Université Catholique de Louvain. http://www.uclouvain.be/en-168771.html

Sanchez Monasterio, M. & Casaburi, I. (2008). Retos de la dirección de márketing en China (2ª parte). Harvard Deusto Márketing y Ventas, (85), pp. 12-19.

Casaburi, I. (2008, January). China as a market: what is the real market for international brands?. In 7th International Marketing Trends Conference 2008. Symposium conducted at the meeting of International Marketing Trends Conference, Venice.

Sanchez Monasterio, M. & Casaburi, I. (2008). Retos de la dirección de márketing en China (1ª parte). Harvard Deusto Márketing y Ventas, (84), pp. 62-68.

Valdés Gandarillas, S., Casaburi, I. & Ugarte, I. (2007, December). Procter and Gamble: el relanzamiento de Pantene [Case study]. Barcelona: ESADE.

Casaburi, I. & Cortina , J. M. (2007). India or China: Who will be the Asian leader of the future?. ESADE Alumni, (122), pp. 28-29.

Casaburi, I. & Sanchez Monasterio, M. (2007). La globalización de los mercados y el consumidor chino. Segmento, (39), pp. 18-21.

Casaburi, I. (2007). Criterio de mercado. Las empresas con más futuro (pp. 16-17). Madrid: LID Editorial Empresarial.

Casaburi, I. (2003). El método del caso: metodología de investigación e instrumento pedagógico. In Berné Manero, C. (Ed.), La investigación con el método del caso. Aplicaciones a organización de empresas y marketing (pp. 18-43). Zaragoza: Universidad de Zaragoza.

Casaburi, I. (1998). Small Business: Their Capacity for Innovation and Inter-Firm Network Agreements as a Strategy for Technological Development. Brussels: Comisión Europea. Dirección General de Ciencia, Investigación y Desarrollo.

Bonet Guinó, E. & Casaburi, I. (1997). Epistemology and the case method. In Calza, F., Cuomo , M. T., Dagnino, G., Ferrara, M. & Alvino, F. (Eds.), Epistemology and the case method (pp. 6-49). Brussels: European Doctoral programs Association in Management & Business Administration-Summer School (EDAMBA), Naples: Istituto Universitario Navale di Napoli.

Casaburi, I. (1991). Struttura, Risultati e Problemi dell'Industria Chimica in Italia Milan: FEDERCHIMICA - Federazione Nazionale dell'Industria Chimica.