Faculty & Research

Carmina Cavazos

Assistant Professor : Marketing Department

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Carmina Cavazos began teaching after earning her M.B.A. in 1995 as a marketing instructor at Instituto Tecnológico y de Estudios Superiores de Monterrey, teaching services marketing.

In 2005, she took a leave of absence from the ITESM and joined the University of New Orleans, teaching consumer behavior at the undergraduate level and marketing strategy at the graduate level. Three weeks into the semester, hurricane Katrina struck. Among the four universities in the New Orleans area, UNO received the  worst damage. Regardless, UNO was the first school to open its doors outside the city just six weeks after the incident.

Cavazos joined the University of St. Thomas in the fall of 2006. While in the process of interviewing, two elements of the school particularly appealed to her. First, “Inspired by Catholic intellectual tradition,” which corresponds to the conviction that our beliefs and our justifications for actions such as teaching and learning can and should be reconciled. Second, “… educates students to be morally responsible leaders,” which resonates with the obligation to act toward the benefit of the community.

As both a teacher and a student, Cavazos’ most satisfying experiences in the classroom have revolved around the impression that it is possible to see the world through different lenses. In this sense, her teaching philosophy can best be described as the use of different styles of learning techniques that allow teacher and student to reconsider their views of the business environment and the world at large.

Cavazos’ research areas pertain to virtual communities, pricing strategies, strategic alliances and cases involving the health care industry and software development.

Her research has been published in the Journal of Strategic Marketing and Journal of Interactive Marketing. She was awarded Best of Track Paper Award Marketing Education Track from the Association of Collegiate Marketing Educators in 2011.

Cavazos also participates as an ad-hoc reviewer for the Journal of Business Research.


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 and 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.