ADD Business Analytics

our RESEARCH works


Digital Marketing

Using data sciences in digital marketing: Framework, methods, and performance metrics, Journal of Innovation & Knowledge (2021)

Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research, Journal of Small Business Management (2021)

A study of the effects of Programmatic Advertising on users’ Concerns about Privacy overtime. Journal of Business Research (2019)

Data-based Era

Towards a new era of mass data collection: Assessing pandemic surveillance technologies to preserve user privacy, Technological Forecasting and Social Change (2021)

Ethical design in social media: Assessing the main performance measurements of user online behavior modification, Journal of Business Research (2021)

From user-generated data to data-driven innovation: A research agenda to understand user privacy in digital markets. International Journal of Information Management (2021)

Big Data and User's Privacy

Setting privacy “by default” in social IoT: Theorizing the challenges and directions in Big Data Research, Big Data Research (2021)

Evaluating security and privacy issues of social networks-based information systems in Industry 4.0. Enterprise Information Systems (2021)

Using data mining techniques to explore security issues in smart living environments in Twitter. Computers Communications (2021)

Servitization and Digitalization

Servitization and digitalization in manufacturing: the influence on firm performance, Journal of Business & Industrial Marketing (2019)

The digitalization and servitization of manufacturing: A review on digital business models, Strategic Change (2018)

Changes in the intellectual basis of servitization research: A dynamic analysis, Journal of Engineering and Technology Management (2018)


Competitive priorities in operations: Development of an indicator of strategic position, Journal of Manufacturing Science and Technology (2011)

A taxonomy of manufacturing strategies in Spanish companies, International Journal of Operations & Production Management (2008)

Structural and infrastructural practices as elements of content operations strategy. The effect on a firm’s competitiveness, International Journal of Production Research (2007)

B2B Marketing

Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research, Industrial Marketing Management (2021)

The importance of information service offerings of collaborative CRMs on decision-making in B2B marketing, Journal of Business & Industrial Marketing (2019)

Comparing a traditional approach for financial Brand Communication Analysis with a Big Data Analytics technique, IEEE Access (2019)

Tourism and Sustainability​

Do tourism applications’ quality and user experience influence its acceptance by tourists?, Review of Managerial Sciences (2020)

Determinants of environmental strategy in the automotive sector: Analysis of key factors, International Journal of Sustainable Transportation

Relation between management’s behavioural intentions toward the environment and environmental actions, Journal of Environmental Planning and Management (2008) 

Typologies and taxonomies of operations strategy: a literature review, Management Research News (2008)

Information at tourism destinations. Importance and cross-cultural differences between international and domestic tourists, Journal of Business Research (2007)