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Academic Background

B.A., marketing, Tecnologico do Monterrey, Mexico
M.B.A., finance, University of Houston
Ph.D., marketing, Tecnologico do Monterrey, Mexico

Research Specialties

• Business/marketing ethics
• Cross-cultural consumer behavior
• International marketing alliances

Current Research

• Marketing strategic alliances
• Pricing strategies

Major Works

• "Manager's Role in Alliance Formation", CLADEA Latin American Council of Management Schools, conference proceedings. Santiago do Chile, Chile. 2005.
• "Contraste de la Importancia del Precio en el Contexto Mexicano en el Mercado Tradicional y el Mercado Electronico." presented at AMS Academy of Marketing Science, Cultural Perspectives in Marketing, conference proceedings. Puebla, Mexico, 2004.
• "Manager's Beliefs about Strategic Alliances: A Theory of Planned Behavior Perspective." AMS Academy of Marketing Science, Doctoral Research Advances, Washington D.C. 2003.
• "Manager's Beliefs about Strategic Alliances: a Theory of Planned Behavior Perspective." Doctoral Consortium CLADEA Latin American Coucil of Management Schools, Annual Assembly, Management: Challenges and New Paradigms. Lima, Peru, 2003.

Significant Scholarly Honors

• Researcher Level 1, CONACYT National Council of Science and Technology, National Researcher System, Mexico, 2004.
• Professor of the Semester Award, Technologico de Monterrey, fall 2000, spring 2001 and fall 2001.
• Consortium Fellow. AMA-Sheth Foundation Doctoral Consortium, Emory University, 2002.