Lluis Martínez Ribes
Associate Professor, Department of Marketing in ESADE
URL Lecturer


  • Master of Business Administration in Retailing and Wholesaling. The University of Stirling
  • Licenciado en Ciencias Empresariales y Máster en Dirección de Empresas. ESADE
  • Llicenciat en Administració i Direcció d'Empreses. ESADE - Universitat Politècnica de Catalunya

Areas of interest

  • Learning methods for always connected people.
  • Innovation in marketing, using neuromarketing strategy.
  • Innovation in retail, both using omni-channel retailing and neuromarketing strategy.
  • Innovation in Going to the Market: in the commercialisation strategy.


What makes me wake-up in the morning is how I can contribute to transform business for the better.
And in order to achieve such goal I like to use two strong tools: neuromarketing strategy and omni-channel strategy.

I have developed this speciality in 30 countries, either as Associate Professor, or as consultant in intellectually significant projects.

I have been Visiting Professor at SDA Bocconi (Milan, Italy) and lectured at University of Edinburgh (Scotland, UK), University of Vienna (Austria), École Supérieure de Commerce of Lyon (France), Universidad Católica de Córdoba (Argentina), the Stucka University of Kharkov (Ukraine), and the Kazakhstan Institute of Management (KIMEP) in Kazakhstan. I've also made presentations at the Goizueta Business School and at other academic institutions.

I'm rather frequent speaker at international conferences, and author of books and articles.

I've been consultant to companies such as Abbvie, Asics, Bayer, Bed's-Pikolin, Bimbo, Boehringer Lilly, Camper, Cepsa, Chiesi, Coca-Cola, International Olympic Committee, Cuevas, Eukanuba, Euromadi, Ferrer, General Optica, Goodyear, GranOPtic, Grupo Danone, Grupo Sans (Sara Lee branded apparel), Habitat furniture, Ikea, Imaginarium, Intersport, 'la Caixa', Marcilla, Mattel, Mercadona, Nestlé, Nutrexpa (Cola Cao), Pans & Company, Pepsico, Punto Blanco, Pyrénées, Sentosa island, Supsa, Unilever Europe, Uralita, Valentine, Viajes El Corte Inglés, among others.

One of the six finalists at the Retail Innovation Award 2009 for the project Aqui é. Winner of the City Marketing award 2004 for the best city promotion marketing plan with the Smuack Lleida project. Consultant to Supsa, the company that won the World Electronic Marketing Award (1999).

I was appointed as Expert in Retail Innovation by the European Commission (2013).

I've been an ESADE Faculty member since 1986, and Director of the Department of Marketing Management, 'The Market Team' (2003-2005). Also Director of the emms programme -Executive Master in Marketing and Sales- (2008-2014).

I feel extremely pleased when people after my courses get transformed for a better.
This is why I like up to date learning methods.