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
Dhruv Grewal
Eduardo Esteva Armida
Jan Hinrich Meyer
Ma Margarita Orozco Gómez
María de la Paz Toldos Romero
María Elena Vazquez Lira
Miguel Angel López Lomelí

Authors Title Publication
Alonso García, Nuria; Chelminski, Piotr; González Hernández, E. M. (2013) Does language matter? An experimental study on the use of English and Spanish in advertising global and national brands Journal of Current Issues and Research in Advertising, 34 (1), 77-92.ISSN: 1064-1734
Andrea Trujillo, Pilar Arroyo y Lorena Carrete “Do enviromental practices of enterprises constitute an authentic Green marketing Strategy? A case study from México” International Journal of Business and Management, Vol. 9, No. 2, 2014
González, Eva, Felix, Reto, Carrete, Lorena, Centeno, Edgar, y Castaño, Raquel (2014) Green Shades: A segmentation Approach based on Ecological Consumer Behavior in an Emerging Economy Journal of Marketing Theory and Practice, (Under Revision). ISSN: 1069-6679
Toldos, M.P. y Orozco, Ma. M. (2014) Brand personality and purchase intention . European Business Review