MARKETINGROUP THE INTERNATIONAL RESEARCH GROUP ON MARKETING AND COMPANY COMPETITIVENESS. Image: UC3M photographic files

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1 MARKETINGROUP THE INTERNATIONAL RESEARCH GROUP ON MARKETING AND COMPANY COMPETITIVENESS Image: UC3M photographic files

2 2 The International Research Group on Marketing and Company Competitiveness (Marketingroup) is a group of 20 researchers from nine countries, coordinated by Dr. Jaime Rivera Camino and Dr. Julio Cerviño, with business experience in various geographical areas: Europe and Asia, North America and South America. The group is specialized in strategic and operative consultancy in marketing and its mission is to help companies be different from the competition in order to achieve a sustainable competitive advantage in their markets. The group has conducted projects for international and multinational private companies and brands, including, among others, Carrefour, Colliers, Diageo, Gullón, IBM, Osborne, Jazztel, LexisNexis, MediaMarkt, Mondial Assistance, Naútica, Nike, Saunier Duval, RTVE, Siemens, Xerox and Windows; as well as projects for public entities such as ICEX (Instituto Español de Comercio Exterior (Spanish Institute for Foreign Trade) o MadridEmprende (Madrid City Council).

3 THE INTERNATIONAL RESEARCH GROUP ON MARKETING AND COMPANY COMPETITIVENESS (MARKETINGROUP) 3 LINES OF RESEARCH International market research Marketing plans in a national and international context Design and strategic auditing of brands Auditing, design and implementation of competitive market strategies Environmental marketing policies Direct marketing, customer service and relationship marketing Virtual communities and use of new technologies for research and teaching in marketing and administration Assessment of customer satisfaction Design and assessment of customer loyalty programs Distribution, commercial logistics and merchandising projects Economic financial assessment of brands, patents and other intangible assets Establishing royalties for intangible assets Technical expert reports and counter reports for legal proceedings Analysis and assessment of brand dilution in situations of unfair competition, brand copying and imitation OUTSTANDING COLLABORATIONS AND R&D&i PROJECTS Marketingroup collaborates with first-line companies in the different sectors of Industry, Government and Services. Some of the most recent research projects conducted by the group are: Academic advising in training executives, conducted for ESAN, Lima, Peru ( ) Project for the analysis and positioning of the city of Madrid as a location for foreign investments from North America, Latin America and China, conducted for MadridEmprende, Economy and Finance Office of the Madrid City Council, Proprietorship, control and management of family businesses: effects on the strategic behavior of family businesses, project funded by the Ministry of Science and Innovation ( ). First national study about the renown of Spanish brands, 2008, conducted for the Foro de Marcas Renombradas Españolas (Forum of Renowned Spanish Brands). Project about the Foreign Image of Spain in 65 countries, conducted for the Instituto Español de Comercio Exterior and the Foro de Marcas Renombradas Españolas,

4 THE INTERNATIONAL RESEARCH GROUP ON MARKETING AND COMPANY COMPETITIVENESS (MARKETINGROUP) 4 INNOVATIVE TECHNOLOGICAL SOLUTIONS Novel methodologies for analysis and psychographic profiles of the consumer. Development of all the qualitative and quantitative commercial research techniques to define new product concepts, detect business opportunities, improve the corporate image and satisfy the market with commercial policies. Solutions for e-commerce and virtual m@rketing. The group offers complete consultancy services to help its partners to determine and execute their virtual business strategy. Development of on-line solutions with interactive means and ecrm models. Benchmarking and competitiveness diagnostic models. The group provides responses and recommendations for successfully undertaking the start of operations in a new market: selection of countries, the most suitable way of entrance and international competitive analysis Marketing Plan & Business Plan. They include detailed analyses of the competition, of the offer, of the response capacity, as well as a rigorous follow-up of the degree of execution of the project adapted to a chronogram. Experience in branding projects and positioning in the public area: Country Branding and City Branding for capturing direct investments, exportation enhancement and touristic improvement. Competitive evaluation systems for educational and higher education institutions. We develop quality certification processes for Business Schools and Universities, applying internationally validated methodologies. SCIENTIFIC-TECHNICAL SERVICES We act as technical experts in legal proceedings, with proven experience in the areas of unfair competition, comparisons of brand imitation and falsification, establishment of royalties for trademarks and patents, and brand devaluation analysis. We certify and prepare reports of economic financial assessment of trademarks and patents and other intangible business assets (customers, grants, copyrights, etc.) OTHER INFORMATION OF INTEREST XII Premio del Círculo de Empresarios de España sobre Investigación Económica (XII Award for Economic Research from the Association of Entrepreneurs of Spain), for the work on The Foreign Image of Spain and Competitiveness: A plan of action necessary for the future of Spanish economy and companies. Award sponsored by the Sociedad Estatal para Exposiciones Internacionales (State Society for International Exhibitions). July 2009.

5 Science Park Universidad Carlos III de Madrid Technology Transfer Office Tlf /9030 Fax Web MARKETINGROUP Contact Information HEAD RESEARCHERS Jaime Rivera Camino Julio Cerviño Fernández WEBSITE IMAGE OF COVER: Homo Tecnologicus Raquel Salvador