Lluís Martínez-Ribes

foto lluis martinez ribes mmasf

‘We all love being inspired when we want to entice customers towards that challenge in which we are taking our chances.

Inspiring is my professional purpose.’

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Since 1986, when he began lecturing at ESADE, Lluís has been collaborating with renowned academic institutions on a regular basis. Through such experience, he has learnt the importance of being rigorous in every activity he undertakes.

Current lecturing activity

Logo Esade

ESADE Business & Law School


Visiting Professor

SDA Bocconi

SDA Bocconi, School of Management


Visiting Professor

University of St.Gallen

Saint Gallen University


Retail innovation workshops facilitator

Previous lecturing activity


Skolkovo School of Management


Visiting Professor

Universitat Edinburg

University of Edinburgh

Scotland – UK

Retail innovation workshop facilitator

Universitat wien

University of Edinburgh


Marketing innovation workshops facilitator

Singapore Management University

University of Edinburgh


Retail innovation workshops facilitator

UAI Universidad Adolfo Ibáñez

University of Edinburgh


Brain-pleasing marketing workshop facilitator

Kingston Business School


Kingston University Business School




Marketing innovation workshop facilitator for ANE (Academy of National Economy of Russia)

Lluís Martínez-Ribes is more than our team’s engine.
He is a recognised key opinion leader in marketing for business transformation.
Here we present three examples of his publications.


This is how Zara reinvents
fast fashion retail


Do you want more customer centricity?
Talk about customer individuals

Some of Lluis’s speeches

"I don't know why, but I like you. Motivation and customer management"

VET Management Congress

Valencia, February 2022

"Digitization? Why don't we talk about trade? "

La Manyana with collaboration of CaixaForum

Lleida, January 2022

"IKEA Paris case. Using Braing-pleasing Marketing to create an OnOff customer experience"

CX Economics Latam

Remotely, November 2021

"From reason why to feeling why"

24th Turkish Researchers' Association Summit

Remotely, April 2021

"Three routes to entice customers. Loyalty in retail"

The store of the future, ESADE Creapolis

Remotely, October 2020

"An inmersive customer experience"

Retail revolution, ESADE Creapolis

Remotely, July 2020

"Customer behaviour and its business implications in retail"

ESADE Creapolis

Barcelona, November 2019

"Brain-pleasing marketing methods applied to retail"

Shoper Brain Amsterdam

Amsterdam, October 2019

"Using neuroscience to shape a brain-pleasing customer experience"

Savant e-Commerce

Barcelona, October 2019

"Customer experience for OnOff people"

E-commerce Summit

Bengaluru, India, August 2019

"Workshop: Brain-pleasing marketing"

ASEBUSS Business School

Bucarest, March 2019

"Bootcamp: Brain-pleasing marketing"

ESADE Creapolis

Barcelona, March 2019

"Contributions of neuroscience to personal communication"

Rotary Club Eixample

Barcelona, November 2018

"The cake is also for the small ones. Key brain-pleasing methods for service retailing"

Shopper Brain

Barcelona, November 2018

"How to use neuroscience to create brain-pleasing retail concepts?"

Cambra de Comerç, Indústria i Serveis d’Andorra

Andorra, November 2018

"How to use neuroscience to create brain-pleasing retail concepts?"

Murcia Shop Forum 2018

Murcia, October 2018

"Neuroscience applied to selling better online"

ESADE Alumni Lleida

Lleida, September 2018

"Retail Bootcamp: Changing the game in retail"

ESADE Creapolis

Barcelona, June 2018

"Shaping a brain-pleasing city-retail solution"

Hoogeveen Town Hall. RetaiLink Project

Hoogeveen, The Netherlands, April 2018

"Practical aspects of influencing the buyer’s brain in a universal retail network"

Vedomosti and Popai

Moscow, March 2018

"I don’t know why, but I love you! Neuroscience applied to the physical shopping experience"

In-Store Media

Madrid, November 2017

His career path

‘Every morning, when I turn on my computer, it thrills me to feel that, through my work, I have the ability to improve certain moments in people’s lives, such as their shopping experiences’.

This is how I approach my profession, both in my academic activity and my work at m+f=!, enabling teams to transform their businesses.

I do so through the use of some cutting-edge marketing tools – including cognitive neuroscience, psychology, digitalisation, semiotics, sociology and big data.
These help me design brain-pleasing brands and customer experiences.

I have a higher degree in Business and an MBA from ESADE. I completed my studies at Stirling University, UK, with an MBA in Retailing and, subsequently, at Harvard Business School, USA, where I studied Active Teaching and Learning.

In 1976, I began my journey as a consultant and, after 10 years of experience, I accepted an invitation to become a lecturer at ESADE, where I am a visiting lecturer, teaching Marketing and Retail Innovation.

During my time at ESADE, I have been involved in creating and managing their Marketing Department, I was their Marketing Department Director between 2003 and 2005 and their EMMS (Exec Master in Marketing & Sales) Director between 2007 and 2014.

In my teaching and my conference talks, participant levels of satisfaction have always been very high.

I was involved in the Future Trends Forum, sponsored by Bankinter, and I was  a member of the Channel & Retail Academy (CRA Bocconi) Scientific Committee.

In 2013, I was recognised as an ‘Expert in Retail Innovation’ by the European Commission.

I am a regular speaker at various international conferences.

I am a fluent speaker of Spanish, English, French and Catalan. I have working knowledge of Italian and Portuguese.

Although I have written books and book chapters, my preferred place of publication is LinkedIn, because access is easier for many more professionals.

Lluís Martínez Ribes

Other aspects

He has been interviewed and has participated in various television programmes on TVE, TV3, TV2, TV France, TV Canal Siglo XXI (Dominican Republic), Onda Cero, COM radio, SER, Radio Nacional de España (National Radio of Spain), Cataluña Radio, Radio 4, etc.

Member of AECOC Marketing and Merchandising Commission. February 1996 – November 1999

Director of the study carried out by ESADE and sponsored by the Spanish Skating Federation: “Roller Hockey analysis and promotion in Spain”. Barcelona, May 2002

He has been member of the jury for various marketing and retail awards.