Lorena Blasco-Arcas is Assistant Professor of Marketing at ESCP Europe (Madrid Campus). She lectures International Marketing Decisions (MiM), Consumer Behavior and New Product Development (MEB) and Mobile Marketing and E-commerce (MSc in Marketing and Digital Media). She holds the national qualification for positions of Assistant and Associate Professor in the Spanish Academic System (ANECA) and she has one six-year research period (sexenio de investigación) certified.
She received her PhD in Marketing from University of Zaragoza (Spain) in 2014, obtaining the best thesis award in social sciences. She also holds a MA in Arts Management and Cultural Policies from the same university.
Her main research areas are consumer behavior in interactive media and service management, with a focus on the influence of technology and digital media on consumer-firms and consumer-consumer interactions.
Her research has been published in refereed journals such as Internet Research, The Service Industries Journal, Electronic Commerce Research, Industrial Management & Data Systems and Computers & Education. She is an active member and has presented her research in leading marketing and services conferences such as European Marketing Academy (EMAC), Asociación Española de Marketing (AEMARK), and American Marketing Association (AMA ServSig and Frontiers in Service Conference). She also serves as an Ad-hoc reviewer for several international journals.
In addition to her academic profile, she has worked in several cultural institutions in Spain. She has consulting experience with entrepreneurs, SMEs and cultural institutions in Spain in areas related to digital marketing and consumer relationship management, arts marketing and audience development for the arts.