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Doctor by the Universidad de Alcalá with the thesis La franquicia española grado de internacionalización y formas de entrada 2008. Supervised by Dr. Julio Cerviño Fernández, Dr. Miguel Antonio Santesmases Mestre.

Dr. Verónica Baena is a Full Professor of Marketing at Universidad Europea de Madrid. She holds a PhD in Applied Economics from Universidad de Alcalá (Spain), and Bachelor’s degrees both in Law and Business Administration from Universidad Carlos III de Madrid (Spain). In 2011 she received the Best Researcher Award at the Universidad Europea de Madrid. Also, she was one of the two finalists in European Award for Excellence in Teaching in the Social Sciences and Humanities for the academic year 2012/2013. Moreover, Dr. Verónica Baena has received the Highly Commended Award at the Literati Network Awards for Excellence in 2013.More recently, she got the 2016 David Wilson Award for Excellence in Teaching and Learning, the 2018 ADEDEM Best Paper in Competency and Collaborative Learning in Higher Education and the Best Paper Award in the 2020 Internacional Challenge Based Learning Congress. In 2021 she was recognized as one of the most impactful author (2nd worldwide position) publising in franchising on emerging markets (Journal of Business Research, 2021, (Vol. 133, pp. 51-65) More recently, in 2022 she got the National Research Award in the field of Marketing and Advertising (Centro de Estudios Financieros -CEF). In both 2022 and 2023, she has been included in the list of 'The best Spanish and foreign researchers working in Spain in 2023.' Ranking compiled by the Spanish National Research Council (Consejo Superior de Investigaciones Científicas -CSIC) according to Google Scholar (H index and number of citations received). Additionally, Verónica Baena has participated in more than 30 research projects. She has also been the advisor of 8 PhD students.