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Teresa Serra


Teresa Serra



Teresa Serra’s career is closely linked to IE Business School, where she has worked for twenty five years as professor of marketing and has held different management positions. An expert in the distribution sector, she has lived through the evolution of this market from 1986, when she undertook a consulting project for the Simago retail chain. In her own words, “It consisted of a new strategic focus for the own-brand”. She has also served as a consultant for the Continente (currently Carrefour) chain, Segundo Mano newspaper and the Ofita group.

Now I’m focusing on store brands architecture and strategy. I want to learn how those brands are constructed and compeet in the market” explains Professor Serra, who has also centred her research work on communication, consumer behaviour and e-commerce. She is a member of the editorial committee of Marketing y Ventas for the Harvard Deusto journal and member of the board of Superbrands Spain, and has authored numerous cases, teaching notes and research papers.

Professor Serra holds a degree in Sociology and an MBA from IE Business School. She worked for a year at Babson College, where she ran various workshops and attended seminars on distribution channels and consumer behaviour. She holds a diploma in International Strategy from London Business School, and has participated in the International Teachers Programme at Bocconi and in a CPCL at Harvard University.

Academic Background

• PhD IE University

• MBA, IE Business School

• Diploma in International Strategy, London Business School

• CPCL Harvard Business School

• ITP, SDA Bocconi School of Management

• Degree in Sociology, Universidad Complutense de Madrid

Professional Background

• 2006 - Present: Director of Marketing Area, IE Business School, Madrid

• 2006 - Present: Director, Online training, IE Business School

• 2001 - 2006: Director, Part Time Professors Department, IE Business School, Madrid

• 1992 - 2000: Director of Marketing Area, IE Business School, Madrid

• 1987 - 1991: Director, of the Alumni Association and Careers Management Centre, IE Business School, Madrid

• 1986 - 1987: Associate Director, Asociación Antiguos Alumnos, IE Business School, Madrid

• 1983 - 1985: Associate Director of Courses Department, IE Business School, Madrid

• 1983: Courses Director, IE Business School, Madrid

Teaching and Research Experience

• 1984 - Present: Professor of Marketing, IE Business School

• 1992: Researcher and Professor, Babson College, Boston (USA)

• Author of numerous cases, teaching notes and research articles published in specialized journals, like Marketing y Ventas, published by Harvard-Deusto


• Manzano, R., Serra, T., Gavilán, D., Avello, M. (2010). "Marketing Sensorial. Comunicar con los sentidos en el punto de venta". Madrid: Pearsons Educación

• Manzano, R., Serra, T., Gavilán, D. (2010) "Márketing sensorial: comunicar a través de los sentidos". Harvard Deusto Marketing y Ventas. Vol. (103): 28-33