Profesorado e Investigación

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Lopez Lopez, David

Profesor titular, Departamento de Marketing en Esade

Profesor titular URL

Associate Dean, Unidad de Programas MBA

Formación académica

Ph.D en Ciències Humanes, Socials i Jurídiques. Universitat Internacional de Catalunya -UIC
Master of Business Administration. ESADE
Master in Project Management. La Salle School of Business - URL
Enginyer en Electrònica. LA SALLE-ESCOLA D'ENGINYERIA
Enginyer Tècnic de Telecomunicació. Escola Tècnica Superior d'Enginyeria La Salle - URL

Publicaciones destacadas

Rodriguez Garcia, P., Juan, A. A., Martin, J. A., Lopez-Lopez, D. & Marco, J. M. (2026). AI-driven Optimization of project portfolios in corporate ecosystems with synergies and strategic factors. Expert Systems with Applications, 298 - Part C, 129593. DOI: https://doi.org/10.1016/j.eswa.2025.129593.
Lopez-Lopez, D. (2026, January). Labubu is cute, rare and popular ¿ but is the craze globally sustainable? [Case study].
Campuzano-Bolarín, F., Lopez-Lopez, D. & Martín-García, J. (2025). From Natural Language to Executable Models. How ChatGPT Writes a System Dynamics Model. In Barbadilla-Martín, E., Robles-Velasco, A. & Rodríguez-Palero, M., Cortés, P. (Eds.), Data Science, Challenges and Applications in Industrial Operations (pp. 199-204). Springer Science and Business Media Deutschland GmbH. DOI: https://doi.org/10.1007/978-3-032-10126-6_32.
Fondevila Gascón, J. F., Gutiérrez-Aragón, O. L., Lopez-Lopez, D., Curiel-Barrios, G. & Alabart-Algueró, J. (2025). Passenger perceptions of Artificial Intelligence in airline operations: Implications for air transport management. Journal of Air Transport Management, 129, 102874. DOI: https://doi.org/10.1016/j.jairtraman.2025.102874.
Lopez-Lopez, D. & Rodriguez Garcia, P. (2025). El líder aumentado: la IA ya es una competencia esencial. Harvard Deusto Business Review, (358), pp. 14-24.
Campuzano-Bolarín, F., Lopez-Lopez, D., Martín-García, J. & Bogataj, M. (E-pub ahead of print). (2025). From natural language to executable models. How ChatGPT writes a system dynamics model. Central European Journal of Operations Research, 34. DOI: https://doi.org/10.1007/s10100-025-00999-4.
Rodriguez Garcia, P. & Lopez-Lopez, D. (2025). An AI-Enhanced Framework for Corporate Strategy on Ecosystems' Creation. Proceedings of the 31st ICE IEEE/ITMC Conference on Engineering, Technology, and Innovation (pp. 1). ieee Xplore. DOI: https://doi.org/10.1109/ICE/ITMC65658.2025.11106671.
Gómez-Martínez, R., Medrano, M. L., Lopez-Lopez, D. & Torres-Pruñonosa, J. (2025). How Sentiment Indicators Improve Algorithmic Trading Performance. SAGE Open, 15 (3 July-September), pp. 1-11. DOI: https://doi.org/10.1177/21582440251369559.
Saiz, M., Lopez-Lopez, D., Calvet, L. & Juan, A. A. (2025). A Genetic Algorithm Simheuristic for Solving the Stochastic Project Portfolio Selection Problem with Portfolio Reliability Constraints. International Transactions in Operational Research, pp. 1-33. DOI: https://doi.org/10.1111/itor.70064.
Mora-López, J. P., Lopez-Lopez, D. & Rivera-Hernaez, O. (E-pub ahead of print). (2025). Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce. Electronic Commerce Research. DOI: https://doi.org/10.1007/s10660-025-09984-0.
Lopez-Lopez, D., Plaza-Navas, M. A., Torres-Pruñonosa, J. & Martinez, L. F. (2025). Navigating the landscape of e-commerce: thematic clusters, intellectual turning points, and burst patterns in online reputation management. Electronic Commerce Research, 25 (1), pp. 1-38. DOI: https://doi.org/10.1007/s10660-024-09893-8.
Iniesta, M. B. & Lopez-Lopez, D. (2025). A Systematic Literature Review on Conversational AI's Influence in Consumer Behavior. In Juan, A., Faulin, J. & Lopez-Lopez, D. (Eds.), Decision Sciences, Dsa Isc 2024, Pt I (pp. 27-39). Springer. DOI: https://doi.org/10.1007/978-3-031-78238-1_3.
Juan, A. A., Faulin, J. & Lopez Lopez, D. (Eds.), (2025). Decision Sciences (1 ed.). Springer. DOI: https://doi.org/10.1007/978-3-031-78238-1.
Rodriguez Garcia, P., Lopez-Lopez, D. & Martin Solano, J. A. (2025). Artificial Intelligence in Marketing Strategic Decisions via Product Portfolio Optimization. In Juan, A., Faulin, J. & Lopez-Lopez, D. (Eds.), Decision Sciences, Dsa Isc 2024, Pt I (pp. 72-83). Springer. DOI: https://doi.org/10.1007/978-3-031-78238-1_7.
Lopez-Lopez, D. (2025). El auge de los `influencers' virtuales en el marketing digital. Harvard Deusto Business Review, (351), pp. 54-61.
Lopez-Lopez, D. & Iniesta, M. B. (2025, January). The Impact of Conversational AI on Consumer Decision-Making: A Systematic Review and Cluster Analysis. International Journal of Engineering Business Management, 17, 18479790251351889. DOI: https://doi.org/10.1177/18479790251351889.
Juan, A. A., Faulin, J. & Lopez-Lopez, D. (2025). Preface. Lecture Notes in Computer Science including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics, 14778 LNCS, pp. v-vi.
Saiz, M., Calvet, L., Juan, A. A. & Lopez-Lopez, D. (2024). A simheuristic for project portfolio optimization combining individual project risk, scheduling effects, interruptions, and project risk correlations. Computers & Industrial Engineering, 198, 110694. DOI: https://doi.org/10.1016/j.cie.2024.110694.
Rodriguez-Garcia, P., Carracedo, P., Lopez-Lopez, D., Juan, A. A. & Martin, J. A. (2024). Computer-Supported Strategic Decision Making for Ecosystems Creation. Computers, 13 (12), 322. DOI: https://doi.org/10.3390/computers13120322.
Rodriguez Garcia, P. & Lopez-Lopez, D. (2024, June). Artificial Intelligence in Marketing Strategic Decisions via Product Portfolio Optimization [Paper presentation]. DSA International Summer Conference 2024, Valencia.
Lopez-Lopez, D. (2024, June). Projections and trends in Artificial Intelligence: what's next? [Paper presentation]. Digital Enterprise Show, Malaga.
Lopez-Lopez, D. (2024, June). The immersive revolution: transforming experiences in benefits for the new society [Paper presentation]. Digital Enterprise Show, Malaga.
Lopez-Lopez, D., Mavrommatis, A. & Bachs, J. (2024). La revolución de la inteligencia artificial en `marketing': más allá de la singularidad. Harvard Deusto Business Review, (343), pp. 6-17.
Martínez-López, F. J., Li, Y., Feng, C., Liu, H. & Lopez-Lopez, D. (2023). Reducing ecommerce returns with return credits. Electronic Commerce Research, 23 (4), pp. 2011-2033. DOI: https://doi.org/10.1007/s10660-022-09638-5.
Carracedo, P., Marmol, M., Ward, A. & Lopez-Lopez, D. (2023). Data analytics and artificial intelligence in e-Marketing: techniques, best practices and trends. DOI: https://doi.org/10.1504/IJDATS.2023.133019.
Rodriguez Garcia, P., Li, Y., Lopez-Lopez, D. & Juan, A. A. (2023, July). Strategic decision making in smart home ecosystems: A review on the use of artificial intelligence and Internet of things. Internet of Things Netherlands, 22, 100772. DOI: https://doi.org/10.1016/j.iot.2023.100772.
Fondevila Gascón, J. F., Perez-Cubero, P., Puiggròs, E. & Lopez-Lopez, D. (2023). On the capture and use of private conversations on mobile phones for marketing purposes. DMEC 2023: Advances in Digital Marketing and eCommerce (pp. 185-215).
Martínez-López, F. J., Li, Y., Feng, C., Liu, H. & Lopez-Lopez, D. (2023). Correction to: reducing ecommerce returns with return credits Electronic Commerce Research, 2022, 10.1007/s10660-022-09638-5. Electronic Commerce Research, 23 (1), pp. 627-627. DOI: https://doi.org/10.1007/s10660-023-09673-w.
Lopez-Lopez, D. & de Zuloaga, B. (2023). La cuestión legal pendiente sobre la reputación digital: Internet no olvida. Harvard Deusto Business Review, (330), pp. 50-62.
Fondevila Gascón, J. F., Puiggròs, E., Perez-Cubero, P. & Lopez-Lopez, D. (2023). On the Capture and Use of Private Conversations on Mobile Phones for Marketing Purposes. In Martínez-López, F. J. (Ed.), Advances in Digital Marketing and eCommerce - 4th International Conference, 2023 (pp. 185-215). Springer Nature. DOI: https://doi.org/10.1007/978-3-031-31836-8_22.
Lopez-Lopez, D., Giusti, G., Juan, A. A. & Corlu, C. G. (2023). Can Gambling ADS Affect Customer Risk Behavior? A Simulation Study to the '888' case. 2023 Winter Simulation Conference, WSC 2023 (pp. 3354-3363). Institute of Electrical and Electronics Engineers Inc.. DOI: https://doi.org/10.1109/WSC60868.2023.10408411.
Baños Carmona, V., Fondevila Gascón, J. F., Gutiérrez Aragón, O. & Lopez-Lopez, D. (2023). Sexismo en la publicidad televisiva: análisis comparativo entre 2018-2022. DOI: https://doi.org/10.26807/rp.v26i115.1988.
Martínez-López, F. J., Feng, C., Li, Y. & Lopez-Lopez, D. (2022). Using instant refunds to improve online return experiences. Journal of Retailing and Consumer Services, 68, 103067. DOI: https://doi.org/10.1016/j.jretconser.2022.103067.
Calvet, L. O., De La Torre Martinez, M. d. R., Hatami, S., Juan, A. A. & Lopez-Lopez, D. (2022). Business Analytics in Sport Talent Acquisition: Methods, Experiences, and Open Research Opportunities. DOI: https://doi.org/10.4018/IJBAN.290406.
Juan, A. A., Lopez-Lopez, D., Lostumbo, M. & Saiz, M. (2022). A clustering based review on project portfolio optimization methods. DOI: https://doi.org/10.1111/itor.12933.
Martínez-López, F. J., Li, Y., Feng, C. & Lopez-Lopez, D. (2021). Buying through social platforms: Perceived risks and trust. Journal of Organizational and End User Computing, 33 (4), pp. 1-27. DOI: https://doi.org/10.4018/JOEUC.20210701.oa4.
Lopez-Lopez, D. (2021). Bizum y la evolución de los medios de pago digitales: ¿hacia el fin del efectivo?.
Lostumbo, M. A., Saiz, M., Juan, A. A., Lopez-Lopez, D. & Calvet, L. (2021). Combining Simulation with Reliability Analysis in Supply Chain Project Management under Uncertainty. 2021 Winter Simulation Conference, WSC 2021 . Institute of Electrical and Electronics Engineers Inc.. DOI: https://doi.org/10.1109/WSC52266.2021.9715400.
Martínez-López, F. J. & Lopez-Lopez, D. (2021). Preface. Springer Proceedings in Business and Economics, pp. v-vi.
Martinez-López, F. J., Lopez Lopez, D. (Ed.), (2021). Advances in Digital Marketing and ECommerce: Second International Conference, 2021. Springer Nature.
Corlu, C. G., Goyal, A., Lopez-Lopez, D., de la Torre, R. & Juan, A. A. (2021, January). Ranking enterprise reputation in the digital age: A survey of traditional methods and the need for more agile approaches. International Journal of Data Analysis Techniques and Strategies, 13 (4), pp. 265-290. DOI: https://doi.org/10.1504/IJDATS.2021.120097.
Calvet, L., Juan, A. A., Lostumbo, M. & Saiz García, M. (2020, December). Combining simulation with reliability analysis in supply chain project management under uncertainty: a case study in healthcare [Paper presentation]. conference.
Saiz, M., Lostumbo, M. A., Juan, A. A. & Lopez-Lopez, D. (2020). On the Use of Simulation-Optimization in Sustainability Aware Project Portfolio Management. In Bae, K., Feng, B. & Kim, S., Lazarova-Molnar, S., Zheng, Z., Roeder, T., Thiesing, R. (Eds.), Proceedings of the 2020 Winter Simulation Conference, WSC 2020 (pp. 2493-2504). Institute of Electrical and Electronics Engineers Inc.. DOI: https://doi.org/10.1109/WSC48552.2020.9383941.
Lopez-Lopez, D., Soares de Mello, P. & Tomé, E. (2020, October). Robotics and artificial intelligence R&Ai perceptions of consumers and producers: An international comparison among Portugal and Spain [Paper presentation]. Robotics and artificial intelligence R&Ai perceptions of consumers and producers: An international comparison among Portugal and Spain. European Conference on the Impact of Artificial Intelligence and Robotics. ECIAIR., Lisbon.
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M. & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers' responses. Journal of Marketing Management, 36 (7-8), pp. 579-607. DOI: https://doi.org/10.1080/0267257X.2020.1738525.
Lopez-Lopez, D. & Giusti, G. (2020). Comparing Digital Strategies and Social Media Usage in B2B and B2C Industries in Spain. Journal of Business-to-Business Marketing, 27 (2), pp. 175-186. DOI: https://doi.org/10.1080/1051712X.2020.1748377.
Lopez-Lopez, D. & Giusti, G. (2020). Estrategias digitales y uso de las redes sociales en las industrias B2B y B2C en España.
Lopez-Lopez, D. & Giusti, G. (2020). Estrategias digitales y uso de redes sociales en las industrias B2B y B2C en España.
Beneicke, J., Juan, A. A., Xhafa, F., Lopez-Lopez, D. & Freixes, A. (2020). Empowering citizens' cognition and decision making in smart sustainable cities. DOI: https://doi.org/10.1109/MCE.2019.2941457.
Tomé, E., Rivera, O., Lopez-Lopez, D. & de Mello, P. S. (2020). Robotics and artificial intelligence R&Ai perceptions of consumers and producers. In Matos, F. (Ed.), Proceedings of the European Conference on the Impact of Artificial Intelligence and Robotics, ECIAIR 2020 (pp. 161-168). Academic Conferences International ACI. DOI: https://doi.org/10.34190/EAIR.20.014.
Vinaixa Serra, J. & Lopez-Lopez, D. (2020). `Social robots': Una oportunidad para el márketing. Harvard Deusto Márketing & Ventas, (159), pp. 44-53.
Hernáez, O. R. & Lopez-Lopez, D. (2020). Creación de valor a través de la robótica y la Inteligencia Artificial. Harvard Deusto Business Review, (304), pp. 58-67.
Tomé, E., Rivera, O., Lopez-Lopez, D. & de Mello, P. (2020). Robotics and artificial intelligence RAi perceptions of consumers and producers: An international comparison among Portugal and Spain.
Lopez-Lopez, D., Vila, M. & Sansó, M. (2019). Cambio de paradigma, transformación digital y retos del derecho digital. La empresa en el siglo XXI: Un estudio multidisciplinar de carácter jurídico empresarial (pp. 30-45).
Lopez-Lopez, D., Rodriguez, J. R. & Gonzalez, J. J. (2019). Gestión de programas de proyectos informáticos y no informáticos.
Rivera-Hernaez, O., Lopez-Lopez, D. & Zaldo-Santamaria, J. M. (2019). Robotics and Artificial Intelligence R+AI Solutions. In Griffiths, P., Kabir, M. N. (Ed.), European Conference on the Impact of Artificial Intelligence and Robotics, ECIAIR 2019 (pp. 266-276). Academic Conferences and Publishing International Limited. DOI: https://doi.org/10.34190/ECIAIR.19.021.
Lopez-Lopez, D. (2018, September). Decisiones y proyectos estratégicos de TI [Case study].Universitat Oberta de Catalunya
Lopez-Lopez, D., Vinaixa Serra, J. & Garcia, M. (2017). Cómo lanzar con éxito un primer proyecto basado en IoT. Harvard Deusto Márketing & Ventas, (142), pp. 22-29.
Lopez-Lopez, D. & Vinaixa Serra, J. (2016). El año de la realidad virtual. Harvard Deusto Márketing & Ventas, (137), pp. 24-30.
Lopez-Lopez, D., Bauzà, G. B. & Rivera, O. (2014). Modelo basado en técnicas de clusterificación para la clasificación empresarial en función del binomio estrategia-táctica para gestionar su reputación online. 9th Iberian Conference on Information Systems and Technologies, CISTI 2014 (6876990). IEEE Computer Society. DOI: https://doi.org/10.1109/CISTI.2014.6876990.
Lopez-Lopez, D., Bauzà, G. B. & Rivera, O. (2014). Estrategias en reputación online corporativa. Análisis en función de la posición de cadena de mando. 9th Iberian Conference on Information Systems and Technologies, CISTI 2014 (6876989). IEEE Computer Society. DOI: https://doi.org/10.1109/CISTI.2014.6876989.

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Ext. 5808
Fax: +34 932 048 105

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