Nora Rita Lado Couste

Nora Rita Lado Couste is a Full Professor in the Department of Business Administration at Charles III University of Madrid. She leads the Research Group on Company Innovation, Organization and Marketing and is affiliated with the Institute for the Development of Enterprises and Markets (INDEM). Her research integrates marketing, economics, and information science, with emphasis on consumer behavior, innovation, and digital transformation in business contexts.

Her work explores:

• Cross-cultural consumer psychology in co-branding strategies
• Technology adoption in service industries (e.g., robotics in hospitality)
• Semantic analysis of social media for marketing insights
• Market orientation in emerging economies

Her publications show consistent focus on adaptive marketing strategies, with recent emphasis on technology-driven consumer interactions during global challenges like COVID-19 and financial crises.

Research Projects:

• Principal researcher for 'Cátedra UC3M-Universia de Economía del Dato y la Inteligencia Artificial' (2024-2026)
• Led 'Estrategias de marketing y nuevos productos' project (MINECO, 2012-2014)
• Collaborated on Madrid's educational data innovation initiative (2018-2022)

She supervised the thesis 'Three Essays on Social Media Marketing' (2019) and developed educational software 'Quantum: International Marketing Strategic Game'.