- nuria.alabau@universidadeuropea.es
- School of Social Sciences and Communication - Valencia
Programme Director
PhD Nuria Alabau Tejada
- Business and Technology
- Communication and Marketing
Nuria Alabau Tejada has been a professor and researcher at the European University of Valencia since 2020. She has taught courses such as Fundamentals of Marketing, Product and Brand Policy, and Market Intelligence, among others, in undergraduate and international programs. She has designed innovative academic materials, such as the Digital Economy module for the Bachelor's Degree in Data Science.
In research, she has led projects on social practices among young video game users and organizational culture in technology companies, publishing in international journals. In addition, she has presented papers on various topics such as video games and youth, applied higher education, and organizational culture in ICT companies. Her profile combines teaching and research, consolidating her as a leader in marketing and higher education.
Academic background
Doctorado en Marketing (especialidad en Comunicación y Nuevas Tecnologías)
- Universidad Europea de Valencia
- 2014 - 2019
Máster en Marketing e Investigación de Mercados
- Universidad Europea de Valencia
- 2013 - 2014
Grado en Turismo
- Universidad Europea de Valencia
- 2009 - 2013
Professional experience
Degrees
Publications
(Re)construcción de identidades de género en jóvenes en comunidades de videojuegos
In this article, we present the results obtained from a qualitative study based on focus groups with Spanish university students from Generation Z. The data analyzed identifies different ways of socializing between genders in video game communities and shows how players choose characters/skins that construct identities different from their own gender or reproduce them. We note the persistence of stereotypes reflected in female characters, visible in the discourses collected. Finally, we glimpse the possibility that these platforms could become new spaces for more plural and inclusive sociability.
Exploring innovative organizational culture in technological ecosystem startups
This article argues that contemporary organizations should transition from traditional to Innovative Organizational Culture models, incorporating values and practices that engage and motivate younger employees. Two tech startups in La Marina, Valencia, are analyzed. Using a qualitative approach, a questionnaire on Organizational Culture is designed to explore employee perceptions, values, and innovative management practices, proposing a new model that emphasizes enjoyment, flexibility, teamwork, and innovation across generations.
Methodological design of a case study research based: innovative learning from the perspective of two technology startups
Case studies in business education, introduced at Harvard in the early 20th century, focus on active learning and problem-solving skills, with growing innovation in business schools reflecting contemporary trends. This article examines how a case study of two Valencian tech startups, focusing on their innovative cultures, can guide research using qualitative and quantitative methods, proposing a Deusto case study for publication.
Research projects
Grupo de investigación [GISO] Género e innovación socio-organizacional
Multidisciplinary research group in the field of Social Sciences focused on three lines of research: Gender and social innovation, Women, video games, and the creative industry, and Innovative organizational culture and leadership(s).