Verónica Baena
Biographic Data
| ID | 10400781 |
|---|---|
| NAME | Verónica Baena |
| GIVEN NAMES | Verónica |
| FAMILY NAME | Baena |
| SIGNATURE | BAENA V |
| AFFILIATIONS | Business Administration, Universidad Europea de Madrid, Madrid, Spain |
| VERIFIED | No |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 4 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
From Greenwashing to Circularity
This paper addresses the research gap on how marketing leverages digital technologies to enable circular economy transitions in tourism. Guided by Stakeholder Theory, it examines how artificial intelligence, blockchain, and digital platforms reshape sustainable value creation, accountability, and collaborative governance within Spain's tourism sector. A qualitative case study combining content analysis and 25 semistructured interviews with execut…
Global marketing strategy in professional sports. Lessons from FC Bayern Munich
This study analyses the global marketing strategy developed by FC Bayern Munich, one of the most successful football clubs in terms of athletic achievements, financial performance and number of worldwide supporters. It aims to shed light on the efficacy of the club’s management in addressing the demands of the existing stakeholders as well as its rapidly expanding global fan base among other aspects. To achieve these goals, an in-depth analysis b…
Global marketing strategy in professional sports. Lessons from FC Bayern Munich
This study analyses the global marketing strategy developed by FC Bayern Munich, one of the most successful football clubs in terms of athletic achievements, financial performance and number of worldwide supporters. It aims to shed light on the efficacy of the club’s management in addressing the demands of the existing stakeholders as well as its rapidly expanding global fan base among other aspects. To achieve these goals, an in-depth analysis b…
Global marketing strategy in professional sports. Lessons from FC Bayern Munich
This study analyses the global marketing strategy developed by FC Bayern Munich, one of the most successful football clubs in terms of athletic achievements, financial performance and number of worldwide supporters. It aims to shed light on the efficacy of the club’s management in addressing the demands of the existing stakeholders as well as its rapidly expanding global fan base among other aspects. To achieve these goals, an in-depth analysis b…
From Greenwashing to Circularity
This paper addresses the research gap on how marketing leverages digital technologies to enable circular economy transitions in tourism. Guided by Stakeholder Theory, it examines how artificial intelligence, blockchain, and digital platforms reshape sustainable value creation, accountability, and collaborative governance within Spain's tourism sector. A qualitative case study combining content analysis and 25 semistructured interviews with execut…
Business (1 work) · Club (1 work) · Corporate governance (1 work) · Digital economy (1 work) · Digital marketing (1 work) · Digital Marketing and Social Media (1 work) · Digital strategy (1 work) · Environmental Sustainability in Business (1 work) · Football (1 work) · Geography (1 work)