We merge our knowledge in Business Organization and Commercialisation, as well as Market Research, to delve into key areas of interest that have a direct impact on our society and economy.

We focus on innovation, sustainability, and equal opportunities between women and men, creating research that guides important transformations in the economy and business network. Our research lines address relevant topics such as digital economy, collaborative economy, and international economy.

Our research is centred on three main areas

People management and leadership

We analyse innovation, social responsibility, equal opportunities, and sustainability in people management. Our goal is to improve management practices and promote a more equitable and sustainable work environment. equitativo e sostible.

Marketing management

We focus on digital marketing, commercial management, team leadership, and international marketing. We work to understand how marketing strategies can be used to boost the economy and promote sustainability.

Social economics

We study the impact and influence of social economics in Galicia, its relationship with equal opportunities, and entrepreneurship. Our goal is to understand how organizations and entrepreneurs can contribute to social economics and promote greater socio-economic balance.

Research lines

• Influence of new technologies on the supply chain and collaborative economy.
• Influence of new technologies on consumer behaviour and company marketing management.
• Influence of company resources and capabilities on international strategic management.
• Influence of personal and cultural values on the strategic management of international companies and on consumer behaviour.
• Neuromarketing and experiential marketing.

PEOPLE MANAGEMENT AND LEADERSHIP

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• People management and innovation.
• Leadership, attitudes, and behaviours in organizations.
• International people management: international assignments and expatriation.
• Social responsibility.
• Equal opportunities management: career development, work-life balance management, equal pay, gender perspective in the design of public policies, and business strategies.
• Human resources and sustainability.

MARKETING MANAGEMENT

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• Digital marketing.
• Influence of new technologies on consumer behaviour and company marketing management.
• Influence of new technologies on the supply chain and collaborative economy.
• Neuromarketing and experiential marketing.
• Commercial management and sales team management.
• International marketing:
  • Influence of company resources and capabilities on the strategic management of international business.
  • Influence of personal and cultural values on the strategic management of international business.

SOCIAL ECONOMICS

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• Influence and impact of Social Economics in Galicia.
• Relationship between Social Economics and quality employment/self-employment.
• Implication of Social Economics for equal opportunities.
• Entrepreneurship in Social Economics.
• Economic, financial, and fiscal analysis of Social Economics.
• Monetization of social value.