Contact Professor Javier Marcos Cuevas
- Tel: +44 (0) 1234 754467
- Email: Javier.Marcos-Cuevas@cranfield.ac.uk
- ORCID
Background
Javier is an inspiring management educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations.
He was previously the Director of Custom Programmes, Executive Education, and Senior Faculty at the University of Cambridge, Judge Business School. Prior to his career in academia, he worked for Unilever in management positions in Spain and in the UK. He is an accredited Belbin instructor.
Javier has a PhD in Management (Organisational Learning), a PCert in Teaching, Learning and Assessment in Higher Education (Cranfield University), and has completed the Advanced Leadership Programme (Cambridge University Judge Business School) and the International Teachers Programme (Northwestern University, Kellogg School of Management). His education also includes a Postgraduate Degree in Training Management in Organisations and a Diploma in Advanced Studies in Social Psychology (University of Barcelona). He has a BSc (Hons) in Economics and Business Administration (University of Zaragoza).
Current activities
Javier is Professor of Strategic Sales Management and Negotiation at Cranfield School of Management and Director of the Key Account Management Best Practice Forum.
Javier 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, sales and key account management, and executive education and 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.
Javier has recently co-authored three books, Implementing Key Account Management (Kogan Page, 2018), Sales Management - Strategy, Processes and Practice (Palgrave, 2016) and From Selling to Co-Creating (BIS Publishers, 2014). His research has been published in academic journals like Journal of Business Research, Industrial Marketing Management, Management Learning, Journal of Marketing Education, etc. He has written numerous professional reports and articles in the professional media and is a regular speaker at conferences and industry events.
Clients
He has worked for small and medium sized businesses as well as for large corporations globally such as Barclays, Cap Gemini, Merck, Pfizer, Rolls-Royce, SAP and Unilever.
Publications
Articles In Journals
- Prior DD & Marcos-Cuevas J. (2025). Transitioning to artificial intelligence-based key account management: a critical assessment. Industrial Marketing Management, 126
- Kerr PD & Marcos Cuevas J. (2024). Reclaiming the contingent nature of the determinants of salesperson performance: an extended meta-analysis. Journal of Professional Selling & Sales Management, 44(4)
- Lacoste S, Zidani K & Cuevas JM. (2022). Lateral collaboration and boundary-spanning from a global leadership perspective: The case of global account managers. Journal of World Business, 57(3)
- Kerr PD & Marcos Cuevas J. (2022). The interplay between objective and subjective measures of salesperson performance: toward an integrated approach. Journal of Personal Selling & Sales Management, 42(3)
- Marcos-Cuevas J. (2022). Mastering competing demands in strategic account management by embracing paradoxical thinking. Velocity, 24(1)
- Guesalaga R, Gabrielsson M, Rogers B, Ryals L & Marcos Cuevas J. (2018). Which resources and capabilities underpin strategic key account management?. Industrial Marketing Management, 75
- Marcos Cuevas J. (2018). The transformation of professional selling: Implications for leading the modern sales organization. Industrial Marketing Management, 69
- Marcos J & Prior DD. (2017). Buyer-supplier relationship decline: A norms-based perspective. Journal of Business Research, 76
- Prior DD & Marcos-Cuevas J. (2016). Value co-destruction in interfirm relationships. Marketing Theory, 16(4)
- 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, 56
- Said E, Macdonald EK & Wilson H. (2015). How organisations generate and use customer insight. Journal of Marketing Management, 31(9-10)
- Marcos-Cuevas J, Nätti S, Palo T & Ryals LJ. (2014). Implementing key account management: Intraorganizational practices and associated dilemmas. Industrial Marketing Management, 43(7)
- Marcos-Cuevas J, Critten P, Squire P & Speakman JIF. (2014). Enhancing the Professional Mindset of Future Sales Professionals. Journal of Marketing Education, 36(2)
- Perello-Marin RM, Marin-Garcia JA & Marcos Cuevas J. (2013). Towards a path dependence approach to study management innovation. Management Decision, 51(5)
- Marcos J & Denyer D. (2012). Crossing the sea from They to We? The unfolding of knowing and practising in collaborative research. Management Learning, 43(4)
- Tranfield D, Denyer D, Marcos J & Burr M. (2004). Co‐producing management knowledge. Management Decision, 42(3/4)
