Verónica Baena Graciá
Biographic Data
| ID | 6723423 |
|---|---|
| NAME | Verónica Baena Graciá |
| GIVEN NAMES | Verónica Baena |
| FAMILY NAME | Graciá |
| SIGNATURE | GRACIÁ V B |
| AFFILIATIONS | Universidad Europea de Madrid |
| ORCID | 0000-0002-4641-591X |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 5 |
| WORKS AS AUTHOR | 3 |
| 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…
Impossible is nothing even in times of Covid-19. Effective strategy lessons from the Real Madrid F.C
The Real Madrid F.C. was one of the few major European football teams that avoided financial losses during the COVID-19 pandemic. Furthermore, the team improved its performance on social media and in terms of web traffic achieving the number one spot for both indicators. This exploratory study sets out to shed light on the strategies used by the club. The methodology uses a content analysis of professional and academic journals, official websites…
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…
Impossible is nothing even in times of Covid-19. Effective strategy lessons from the Real Madrid F.C
The Real Madrid F.C. was one of the few major European football teams that avoided financial losses during the COVID-19 pandemic. Furthermore, the team improved its performance on social media and in terms of web traffic achieving the number one spot for both indicators. This exploratory study sets out to shed light on the strategies used by the club. The methodology uses a content analysis of professional and academic journals, official websites…
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…
Impossible is nothing even in times of Covid-19. Effective strategy lessons from the Real Madrid F.C
The Real Madrid F.C. was one of the few major European football teams that avoided financial losses during the COVID-19 pandemic. Furthermore, the team improved its performance on social media and in terms of web traffic achieving the number one spot for both indicators. This exploratory study sets out to shed light on the strategies used by the club. The methodology uses a content analysis of professional and academic journals, official websites…
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 (2 works) · Club (2 works) · Football (2 works) · Marketing (2 works) · Political science (2 works) · Public relations (2 works) · Sport and Mega-Event Impacts (2 works) · Sports Analytics and Performance (2 works) · Sports, Gender, and Society (2 works) · Advertising (1 work)