Adela Balderas Cejudo


Dr Balderas is a Research Fellow at the Oxford Institute of Population Ageing at the University of Oxford (UK). She holds a PhD in Business Administration and an Executive MBA from the University of Deusto (Spain). She also has a Master's in Marketing from the University of the Basque Country and a Master's in Professional Coaching. Her academic background includes training in Professional Coaching and Leadership from New York University, Stanford University, and Harvard University (USA). She has also gained expertise in Creativity and Innovation at Saint Martins College in London, UK.

A Professor at Deusto Business School at the University of Deusto and at the Basque Culinary Center, Adela is also a guest lecturer and collaborator at City Science MIT Media Lab and RCC Harvard (USA). She has also been a guest lecturer at several international universities, including the University of Oxford, Northumbria University (UK), Xiamen University (China), the University of Pennsylvania (USA), the University of Regensburg (Germany), the University of Gothenburg (Sweden), and the Ecole hôtelière de Lausanne (Switzerland). On a national level, she collaborates with several Spanish universities, including the University of Salamanca, the University of the Basque Country, and the University of Granada.

In addition to her academic roles, Adela is a consultant and speaker in the fields of management and leadership for both international and national companies. A mentor at the Imagine Creativity Center in Silicon Valley (USA), she is the author of the books Reinvent Your Leadership: 12 Keys to Managing Teams and Senior tourism: determinants, motivations and behaviour in a globalized and evolving market. Her publications and research interests cover leadership as well as tourism and well-being for the silver market.

Keynote Presentation (2024) | On People and Ageing: Opportunities in an Overlooked and Misunderstood Market Segment

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