• Dr. Nicoletta Occhiocupo

Dr. Nicoletta Occhiocupo
IQS School of Management
Universitat Ramon Llull
Vía Augusta, 390,
08017 Barcelona
Tel.: +34 93 267 20 00
Fax: +34 93 205 62 66


Postgrau d’Ensenyament Universitari Superior (Oxford Brookes University, Regne Unit, 2009)

Doctora en Màrqueting (Universitat de Gènova, Itàlia, 2006)

Laurea en Administració d’Empreses (Universitat de Parma, Itàlia, 2001)


Contractada Doctor IQS School of Management (2017 endavant)

Senior Lecturer Oxford Brookes University (Regne Unit, 2007 - present)

Associate member of the Oxford Institute of Retail Management, Saïd Business

School, University of Oxford, Oxford, UK (Regne Unit, 2007 - present)



Retail Management (MIMDE); Màrqueting (Màster GEI); International Marketing (ADE); Global Marketing (BIM); International Sales Management (BIM).



  • Co-creació de valor
  • Comunitats online
  • Comportament del consumidor
  • Marques
  • Màrqueting internacional



Pera, R., Occhiocupo, N., & Clarke, J. (2016). Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective. Journal of Business Research, 69(10), 4033-4041, ISSN 0148-2963.

Korotkov, N., Occhiocupo, N., & Simkin, L. (2013). Simulated test marketing in emerging markets: The need to re-think. Marketing Intelligence and Planning, 31(7), 807-822, ISSN: 0263-4503.

Asmussen, B., Harridge-March, S., Occhiocupo, N., & Farquhar, J. (2013). The multi-layered nature of the internet-based democratization of brand management. Journal of Business Research, 66(9), 1473-1483, September, ISSN 0148-2963.

Liang, S.W.J., Ekinci, Y., Occhiocupo, N., & Whyatt, G. (2013). Antecedents of travellers’ electronic Word-of-Mouth communication. Journal of Marketing Management, Vol. 29, n.5-6, pp. 584-606, ISSN 0267-257X.

Occhiocupo, N. (2011). Innovation in Foodservice: The case of a world leading Italian company. The Marketing Review, 11(2), 180-201, ISSN1469-347X.

Nieto-Garcia, M., Resce, G., Ishizaka, A., Occhiocupo, N. and Viglia, G. (2019) The dimensions of hotel customer ratings that boost RevPAR, International Journal of Hospitality Management, Vol. 77, pp. 583-592, ISSN 0278-4319.


Capítols de llibre

Molinillo, S., Ekinci, Y., Whyatt, G., Occhiocupo, N. and Stone, M. (2016). Private Label Management: Insights and Research Directions in Gómez-Suarez, M. and Martínez-Ruiz, M.P. (Eds.) Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, IGI Global, ISSN 2327-5502

Occhiocupo, N. and Hanke, I. (2015). Understanding what motivates German consumers to participate in FMCGs online communities: implications for National Brands & Private Labels in Martínez-López, F.J., Gázquez-Abad, J.C. and Sethuraman, R. (Eds.) Advances in National Brand and Private Label Marketing, Springer, ISBN 978-3-319-20181-8

Molinillo, S., Ekinci, Y., Whyatt, G. and Occhiocupo, N. (2014). A trend analysis of private label research between 2000 and 2012 in Gázquez-Abad, J.C., Martínez-López, F.J., Esteban-Millat, I., Mondéjar-Jiménez, J.A. (Eds.) National Brands and Private Labels in Retailing, Springer, ISBN 978-3-319-07194-7

Occhiocupo, N. (2011). The value co-creating process: lessons learned from the case of a leading manufacturer in Gummesson, E., Mele, C. and Polese, F. (eds.) (2011), Service Dominant logic, Network & Systems Theory and Service Science, Napoli: Giannini, ISBN 13: 978-88-7431-525-3

Derqui, B. and Occhiocupo, N. (2019) ‘The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain’, in Martínez-López, F.J., Gázquez-Abad, J.C. and Roggeveen, A. (Eds.) Advances in National Brand and Private Label Marketing, Springer, ISBN 978-3-030-18910-5