Dr Javier Marcos-Cuevas

Industrial Associate

Javier is an inspiring educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations. He

brings a unique combination of practical and theoretical knowledge being a practicing manager, instructor and an active researcher. His expertise, firmly grounded in business and informed by the latest research, focuses on professional selling, negotiation, key account management, customer value co-creation and executive education & development.

Javier is recognised for his innovative, stimulating and proactive teaching approach. Working with organisations in close partnership, he uses individually tailored approaches that facilitate clients' full engagement in the process of design, delivery and evaluation of training programmes and consultancy interventions. Combining insights from marketing, leadership and organisational development, Javier is able to help managers identify and realise meaningful business opportunities. He provides insightful advice to help executives understand and overcome the barriers that often constrain individuals' development and business growth.

He has worked for small and medium sized businesses as well as for large corporations globally such as Barclays, Merck, Pfizer, Rolls-Royce, SAP, Unilever, etc.


He was the Director of Custom Programmes, Executive Education, and Senior Faculty at the University Cambridge, Judge Business School and a Senior Lecturer at Cranfield School of Management. Prior to his career in academia, he worked for Unilever in management positions in Spain and in the UK, and as a Senior Consultant.



Journal Articles

Marcos-Cuevas, J., Prior, D. (2017) Buyer-supplier relationship decline: A norms-based perspective. Journal of Business Research, Vol 76, pp. 14-23.

Marcos-Cuevas, J., Nätti, S. Palo, T., Baumann, J. (2016) Value co-creation practices and capabilities: Sustained purposeful engagement across B2B systems, Industrial Marketing Management, vol. 56, pp. 97-107.

Prior, D.D., Marcos-Cuevas, J. (2016) Value co-destruction in interfirm relationships: The impact of actor engagement styles. Marketing Theory, 16 (4) pp. 533–552

Said, E., Macdonald, E. K., Wilson, H. N., & Marcos, J. (2015). How organisations generate and use customer insight. Journal of Marketing Management, Vol. 31 (9-10), 1158–1179.

Marcos-Cuevas, J., Julkunnen, S., Gabrielsson, M. (2015) Power symmetry and the development of trust in interdependent relationships: The mediating role of goal congruence. Industrial Marketing Management, vol 48, pp. 149-159.

Marcos-Cuevas, J., Natti, S., Palo, T., Ryals, L. (2014), Implementing key account management: Intraorganizational practices and dilemmas. Industrial Marketing Management. 43(2), pp. 1216-1224.

Marcos, J. Critten, P., Squire, P., Speakman, I. (2014) Enhancing the Professional Mindset of Selling: The Case of the Sales Transformation Program. Journal of Marketing Education. 36(2), 144-155.

Perello-Marin, S., Marin-Garcia, J.A., Marcos-Cuevas, J. (2013) Towards a path-dependence approach to study Management Innovation. Management Decision, Vol. 51, No.5, pp. 1037 - 1046

Marcos, J. and Denyer, D. (2012), Crossing the sea from they to we? The unfolding of knowing and practicing in collaborative research, Management Learning. Vol 43, No. 4, pp. 443-459.

Tranfield, D., Denyer, D., Marcos, J. and Burr, M. (2004), Co-Producing Management Knowledge, Management Decision, Vol. 42, No. 3, pp. 375-386.


Marcos, J., Donaldson, B., (2016) Sales Management, Principles, Process and Practice. London: Palgrave

Lemmens, R., Donaldson, B. Marcos, J., (2014) From Selling to Co-Creation. Amsterdam. BIS Publishers. ISBN-13: 978-9063693510. ISBN-10: 9063693516

Book Chapters

Ryals, L. Baines, P., Dimitriu, R., Knox, S., Macdonald, E., Marcos-Cuevas, J. (2012). Issues in sustainable marketing, in Cranfield on Corporate Sustainability, Sheffield. Greenleaf Publishing.

Published Cases

Marcos, J., Borbely, A., Speakman, I. (2016). Principled negotiation and value creation in Aircraft Deals. The Case Centre. Ref. 316-0009-1. (Teaching note Ref. 316-0009-8).

Marcos, J., Lemmens, (2015). Transitioning towards a cloud-based business model in SAP: implications for selling and sales management. The Case Centre. Ref. 515-119-1. (Teaching note no. 515-119-8)

Marcos-Cuevas, J., Hudson, C., Chapman, H. (2014) Negotiating Employment Terms and Conditions: A Case in Management Consulting. The Case Centre. Ref. 414-053-1 (teaching note ref: 414-053-8).

Marcos, J. (2012) Sales growth at Unilever Foodsolutions. Aligning customer & sales force management. The Case Centre. Ref. 512-104-1. (Teaching note ref: 512-104-8).

Franco-Santos, M., Marcos, J., Bourne, M. (2010) The Art and Science of Target Setting Harvard Business Publishing. Ref. No. ART-1866-E.



Marcos-Cuevas, J. Working in Sales Teams (2015). Cranfield School of Management – Belbin Associates. May 2015

Marcos, J., Mena, C., Viner-Smith, J., Vincent, R. (2015) When the buyer sells and the seller buys: towards alignment of strategic procurement and strategic sales and operations. School of Management, Cranfield University, Bedford, UK. May.

Jones, G., Marcos, J., Holt, S., Davies, M. (2015) Leading top performance in Key Account Management. School of Management, Cranfield University, Bedford, UK. May.

Marcos, J, Johnston, M. Ryals, L., Lemmens, R., Speakman, I. (2013) The transformation of the role of sales: Implications for leading the modern sales organization. School of Management, Cranfield University, Bedford, UK.

Marcos, J. (2007), Organisational Resilience: Exploring Capabilities for Strategic Renewal and Recovery Centre for Customised Executive Development, School of Management, Cranfield University, Bedford, UK.

Marcos, J., Tranfield, D. and Denyer, D. (2005), Exploring Organisational Failure Centre for Management Knowledge and Strategic Change, School of Management, Cranfield University., Bedford, UK.

Marcos, J., Tranfield, D. and Denyer, D. (2004), High Reliability Organisation Design Centre for Management Knowledge and Strategic Change, School of Management, Cranfield University, Bedford, UK.

Tranfield, D., Denyer, D., Marcos, J. (2004), Developing Organisational Change Capability: A Conceptual Synthesis Advanced Management Research Centre. School of Management, Cranfield University, Bedford, UK.


Contact Details

T: +44(0)1223 766141
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