Andrés Cuneo

Andrés Cuneo is Associate Professor of Marketing at ESADE Business School in Barcelona. He holds a Ph.D. in Management Science (Marketing), an MS in Marketing and an MBA from ESADE. He has also had management and faculty training in the US and European B-Schools such as HEC Paris (ITP), Harvard (GCPCL) and IESE (IFP).
Prior to Academia, Andres used to work in the corporate world where he held executive positions in marketing and sales, mainly in FMCG multinationals. He also spent part of his business career working on management consulting on several engagements with companies from different countries and sectors of activity such as consumer goods, telecom and industry. Some of the companies he has worked for either as an executive, consultant or instructor are: Nestle, Coca Cola, Unilever, APM Terminals, Nespresso, Ogilvy & Mather, Agrosuper, Ernst & Young, Wal-Mart, Government of Chile, Telefonica, Banc Sabadell, etc. Most of his working experience has been in Spain, Italy, The Netherlands and Latin America.
Andres currently teaches marketing management, marketing strategy and strategic brand management to MBAs, MSc and Executives. He also lectures in other partner b-school programs such as U. Adolfo Ibanez in Chile, Miami and Lima, CEIBS in China, UCLA and Georgetown. He has also taught courses and seminars on global marketing strategies and branding in other Latin American countries like Mexico, Brazil, Argentina and Peru.
Andres’ research interest is related to brands: why brands matter for both companies and consumers? And how to manage and grow brands? Currently, his research is focused on the development of Private Label Brands across categories and countries and the impact that they have on the competitive dynamics between manufacturers and retailers. His research has been published in academic journals such as the Journal of International Marketing, European Journal of Marketing, Journal of Marketing Management, Journal of Product and Brand Management among others.