Last update: July 2024
Education
2025 (Expected) Ph.D. in Business Administration - Marketing Georgia State University, USA
2019 M.Sc. in Marketing Georgia State University, USA
2018 MBA in Enterprise Management Fundação Getúlio Vargas (FGV), Brazil
2003 B.Sc. in Mechanical Engineering Univ. Nacional Exp. del Táchira (UNET), Venezuela
RESEARCH INTERESTS
Marketing Strategy, Digital Marketing, Technology-Marketing Interface, Innovation, Customer Experience
TEACHING INTERESTS
Digital Marketing, Marketing Analytics, Social Media Intelligence, Marketing Research, Marketing Management
DISSERTATION-BASED RESEARCH
Essays on Customer Experience Management & Frameworks
Essay 1: Understanding the Metaverse and its implications for Marketing and consumer experiences.
Overview: In this essay, I look at literature beyond the marketing frontiers to understand the evolution of the modern metaverse. I further integrate the marketing literature in virtual reality and augmented reality marketing with practitioners’ views regarding the metaverse to propose a definition of the metaverse, an organizing framework, dimensions for designing consumer experiences in the metaverse, and implications for marketing practice and
research.
Current Status: Published
Essay 2: Overcrowding, Dynamic Pricing and Real-time CX-driven Crowding Mitigations: Evidence from field studies.
Overview: In this essay, I investigate how dynamic pricing strategies in hedonic services aim to manage overcrowding and enhance customer experience while balancing firm performance. It explores the unintended consequences of these strategies through textual analysis of online reviews and a longitudinal field study at a major U.S. attraction. Findings suggest that dynamic pricing alone does not effectively address crowding issues, advocating instead for integrated managerial planning and real-time mitigation strategies. The study proposes a managerial framework emphasizing transparent communication and consumer experience expectations management along with the implementation of CXdriven crowding mitigation tactics to optimize dual-goal implementations in hedonic service settings.
Current Status: Preparation for submission
Essay 3: Virtualization Approaches for Marketing Practices: Typologies & Implications
Overview: In this research, I explore how firms are adopting marketing virtualization strategies in response to digitalization, aiming to enhance competitiveness and adaptability. Using a Theories-in-Use approach, the paper proposes a conceptual framework for marketing virtualization, emphasizing its drivers, organizational dynamics, and transformative potential. Drawing from organizational theory, strategic marketing, and information systems literature, it delineates key stages, critical factors, motivational drivers, organizational capabilities, and outcomes of successful marketing virtualization initiatives. The study offers practical recommendations to help marketing practitioners leverage virtualization for improved customer engagement and value delivery in today's dynamic business landscape.
Current Status: Data Collection
teaching experience
MK8706: Social Media Intelligence
Spring 2024 Rating: 4.7/5 | Modality: Hybrid | Level: Graduate M.Sc./MBA
MK4200: Marketing Research
Spring 2024 Rating: 4.2/5 | Modality: Asynchronous Online | Level: Undergraduate
Fall 2023 Rating: 4.0/5 | Modality: Asynchronous Online | Level: Undergraduate
Rating: 4.9/5 | Modality: Face-to-Face | Level: Undergraduate
Spring 2023 Rating: 4.8/5 | Modality: Face-to-Face | Level: Undergraduate
Fall 2022 Rating: 4.8/5 | Modality: Face-to-Face | Level: Undergraduate
service
Reviewer, Winter American Marketing Association (AMA), 2024
Reviewer, Academy of Marketing Science (AMS), 2024
Ad-Hoc Reviewer, California Management Review
Ad-Hoc Reviewer, J. of Business Research
Ad-Hoc Reviewer, J. of Product Innovation Management
Reviewer, Summer American Marketing Association (AMA), 2023
Reviewer, Winter American Marketing Association (AMA), 2023
Chair of AMA Doctoral Student Special Interest Group (DocSIG), 2022-2023
Reviewer, Academy of International Business (AIB), 2022
Reviewer, Academy of Marketing Science (AMS), 2022
Chair-Elect AMA Doctoral Student Special Interest Group (DocSIG), 2021-2022
V.C. of Online Engagement AMA Doctoral Student Special Interest Group (DocSIG), 2020-2021
INDUSTRY EXPERIENCE
2019 Marketing Data Analytics United Way of Atlanta, USA
2016 - 2018 Product Project Management General Motors do Brazil - Brazil
2014 - 2016 Product Development Engineering General Motors do Brazil - Brazil
2007 - 2014 Product Development Engineering Supervisor General Motors de Venezuela - Venezuela
2004 - 2007 Product Development Engineering Ford Motor de Venezuela - Venezuela