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About me

Dr José L. Ruiz-Alba is Reader in Marketing. Research Leader of the School of Management and Marketing. Leader of Service Research and Customer Experience Group. Member of the College Research Ethics Committee (Westminster Business School).

He has more than 30 years of professional experience in different service firms.


PhD in Marketing.

Executive MBA. IIST.

PDG IESE Business School.

Degree in Law.

Professional memberships

Senior Fellow of the Higher Education Academy (SFHEA)

Member of European Marketing Academy (EMAC).


He has taught more than 20 different marketing subjects in UG and PG Courses including Service Marketing, Marketing for Managers and Strategic Marketing. He is currently the Module Leader of Marketing Management.

He has also taught Business Ethics. With broad teaching experience in executive education.

Academic blogs, Twitter and Gamification

He has more than 16 academic blogs with students and he is using Twitter for different Courses He has pioneered the use of gamification in Higher Education in the UK

Students as co-creators

He has coordinated more than 10 projects (some of them funded by the University of Westminster and the University of Málaga) where students are co-creators of learning resources: case studies and video case studies.

Case Method with Guest Speakers (CMGS)

He has developed his own methodology (Case Method with Guest Speakers, CMGS). He has created video case studies. This method has been published in JOTSE

International Teaching Experience

IESE Business School (University of Navarra) with three cases published at IESE: (Ignacio Valente, 2009; Michel Saint-Lauren, 2011; Olivia Baker, 2013).

IESE Business School (Executive Coach) (2004, 2005).

University of Balearic Islands (Mallorca) (MBA, MBTA) (2004-2011)

University of Málaga (Spain) (Lecturer in Marketing, 2010-2014)

Metropolia University of Applied Sciences (Finland, Helsinki) (2014)

Loyola University (Sevilla, Spain). (2013, 2014)

ICADE (Universidad Pontifica de Comillas, Madrid) (2014)

Cyprus Institute of Marketing (Nicosia, Cyprus) (2016)

The Claude Littner Business School, (University of West London) (Senior Lecturer in

Marketing) 2014-2017

Invited as visiting scholar at the University of Strasbourg (Dates TBC)

Invited as visiting scholar at the National Research University, Higher School of Economics (HSE) Moscow, (Russia) (May, 2018)

Doctoral Roundtable Universidad Complutense Madrid (November 2019). 


Areas of research interest

Main: Internal Market Orientation; Customer Orientation; Interfunctional coordination; Servitization.

Others: Entrepreneurial intentions; Gamification; Virtue Ethics in Business.

Research impact

He was co-chair of the International Conference CBIM2018 (18-20 June 2018) and he is co-chair of the International Conference CBIM2021 (22-24 June 2021).

Participation in International Conferences: he has presented contributions to more than 50 International Conferences. He got the Best Paper award at the Servitization Spring Conference (Manchester, 2016) and best Conference paper in the Tourism & Management Studies International Conference (Algarve, 2016). 

Research funds

He won the bid for a Scholarship for a PhD Project (2014-2018) (funded with 57.000 GBP) where he was the Director of Studies.

Research Project on Pharmaceutical Distribution (2014) (6.000 Euros).

International Credit Mobility and with Erasmus+ staff mobility.

Innovative Education Project (University of Málaga, 2015, 2016): (1.500 Euros; 2.000 Euros).

He is a member of the research team in 2 in a Research Projects funded by Spanish Ministry of Culture and Education (2015: 22.000 Euros and 2020: 37.000 Euros).

International Research Experience

Research stage at Bentley College (2006); Management Research Programme, Real Colegio Complutense. (Harvard Business School) (Boston, Massachusetts, USA) (2007 and 2012): University of Strathclyde (2013, 2014); Helsinki (2014); University of Navarra (2015); Universidad Francisco de Vitoria Madrid (2018, 2019, 2020).

International Research Network

He has co-authored publications with academics from the following institutions: University of Málaga (Spain); University of Navarra (Spain); University of Granada (Spain); University of Valencia (Spain); National Research University, Higher School of Economics (HSE), (Moscow); University of Ballearic Islands (Mallorca); University of West London (UK); University of Plymouth (UK); University of Stratchclyde (UK); University of Roehampton (UK); EDC Paris (France); King’s College (London); University of Tor Vergata (Rome), Universidad Pontificia de Comillas (ICADE); Middlesex University; University of Westminster and IESE Business School. He is member of Virtue Ethics in Business Research Group VEIB (University of Navarra); Universidad Complutense (Madrid).

Doctoral Experience

Member of Doctoral Committees

Experience in Doctoral Committees in 13 PhD Committees: 6 times as External Examiner, 3 as Internal Examiner, 3 as External Reviewer, and 1 as Chair of a Phd Viva.

PhD Supervision

He has 2 PhD completions and he is currently supervising 8 PhD students.

He is interested in supervising PhD research in the following areas:

Internal Market Orientation

Customer Orientation of service employees

Interfunctional coordination



For details of all my research outputs, visit my WestminsterResearch profile.