You are cordially invited to attend the next CEGE4ALL: Markets & Policy Seminar by María Dolores De Juan Vigaray, on “Challenges and Opportunities in International Marketing: Mastering Uncontrollable Factors”.
Venue: Católica Porto Business School, Edíficio Américo Amorim, Room EAA001
Date: March 3rd
Time: 11:45 a.m. - 12:45 p.m.
Format: hybrid (online or in-person)
Registration is required. Please register via the link below by 2 March indicating if you will be attending in person or online.
In the field of international marketing, uncontrollable factors represent external elements beyond the direct control of companies that significantly impact the effectiveness of marketing strategies in global markets. These elements include political, economic, technological, cultural, social, geographical, and infrastructural factors, which vary between markets and require specific adjustments for each context. Unlike domestic marketing, international marketing professionals face the additional complexity of managing these "uncontrollables" both in the domestic environment and, typically, across multiple foreign markets. Understanding and adapting to these uncontrollable variables is crucial for a company's success in internationalization, as it helps avoid errors rooted in ethnocentrism or the unconscious application of culturally biased reference points. This challenge drives companies to develop flexible and globally aware strategies, balancing standardization and cultural adaptation in their marketing programmes.

María Dolores De Juan Vigaray
Maria Vigaray holds a PhD in Marketing and is an associate professor in Marketing at the Faculty of Economics and Business Administration at the University of Alicante (Spain), and a visiting assistant professor at IÉSEG School of Management in France. She teaches Principles of Marketing, Retailing and Omnichannel Management to graduate and master students. She has collaborated with the University of Florida, Lamar University and Missouri University (USA) Southampton Business School SSU (UK), and Spanish Business Schools including ESIC (Madrid) and ESADE (Barcelona). She has written books in Spanish, "Sales Promotions", "Channels and Retailing: Commercial Distribution in Practice" and "Consumer Values and Lifestyles". Her research work is focused on the area of consumer and tourist shopping behavior and retailing and, on educational innovation. Maria Vigaray has also published articles about retailing and consumer behaviour in international journals, including the Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Current Issues in Tourism and the Journal of Tourism Management.