Prof Jose Ruiz-Alba Robledo

Prof Jose Ruiz-Alba Robledo

Prof. Jose L. Ruiz-Alba is Professor of Marketing. He is the Research & Knowledge Exchange Leader of the School of Management and Marketing and the Leader of Service Research and Customer Experience Group. 

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

He is currently leading the XR-INSEAD project at Westminster Business School applying immersirve learning experiences (virtual reality) for learning and research.


PhD in Marketing.

Executive MBA.STBS.

PDG IESE Business School.

Degree in Law.

Professional memberships

Senior Fellow of the Higher Education Academy (SFHEA)

Member of European Marketing Academy (EMAC)

Areas of research interest

Main: Internal Market Orientation; Customer Orientation; Interfunctional coordination; Servitization, Virtual Reality.

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

Research impact

He was the 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). He has chaired CBIM2022 International Conference (21-23 June 2022).

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

Awarded as Research Applicant with the Leverhulme Trust Visiting Professorship, 2022 (58.000 GBP).

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 6 PhD completions and he is currently supervising 3 PhD students.

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

Interfunctional coordination

Internal Market Orientation

Customer Orientation of service employees


In brief

Research areas

Internal Market Orientation; Servitization; Customer Orientation; Interfunctional Coordination, Customer Experience Management

Supervision interests

Internal Market Orientation; Customer Orientation; Interfunctional Coordination, Virtual Reality