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About the Group

This group seeks to develop the retail trade in Mexico in order to achieve international competitiveness by developing strategic thin-king that improves competitiveness through: store experience, operational optimization, use of technology and brand value.

Research lines

  • Shopper behavior (Millennials consumers)
  • Price (Revenue management & perception)
  • Sustainability & Green consumer
  • Store format innovation
  • Talent & management (retail service)
  • Retail Challenges (retail strategy)


Eva María González Hernández -

Core researchers

María Andrea Trujillo León

Adjunct researchers

Alfonso Valdez Cervantes
Ana Dolores Franco Valdez
Eduardo Esteva Armida
Ma Margarita Orozco Gómez
María de la Paz Toldos Romero
Maria Elena Vazquez Lira
Miguel Angel López Lomelí



Top 5 of publications 2015-2019

- Green shades: A segmentation approach based on ecological consumer behavior in an emerging economy
Autores: González, E., Felix, R., Carrete, L., Centeno, E., & Castaño, R.

- Brand personality and purchase intention
Autores: Toldos-Romero, M., & Orozco-Gómez, M.

- Searching most influential variables to brand loyalty measurements: An exploratory study Buscando las variables con mayor influencia en mediciones de lealtad: un estudio exploratorio
Autores: Vera, J., & Trujillo, A.

- How Business Cycles Affect the Healthcare Sector: A Cross-country Investigation
Autores: Cleeren, K., Lamey, L., Meyer, J., & De Ruyter, K.

- Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico
Autores: Mora, J., & González, E.