EDUCATION

2001 Postdoctoral Studies

University of California, Berkeley

Haas School of Business

1998 Ph.D. Marketing

University of Madrid, Autonoma

1995 Master of Business Administration

Georgetown University

1993 Bachelor of Economics and Business Science

University of Madrid, Autonoma

PROFESSIONAL EXPERIENCE

ACADEMIC

Teaching Interests: International Marketing, Export Marketing, Strategic Marketing Management, Marketing Management.

Assistant Professor, San Francisco State University. August 2001-Present.

Courses: International Business and Export Marketing.

Day/evening MBA and undergraduate level.

Average instructor rating 4.5/5.

Lecturer, University of California, Berkeley. January 2000-September 2001.

Courses: Marketing Management and International Marketing.

Evening MBA and undergraduate level.

Average instructor rating 6.5/7.

Lecturer, San Francisco University. July 2000-May 2001.

Course: International Marketing.

Evening MBA and undergraduate level.

Average Instructor rating 4.6/5.

Lecturer, Santa Clara University. Fall 2000.

Course: Marketing Research. Evening MBA.

Adjunct Professor, University of Madrid, Autonoma, Spain. September 1995-1996.

Courses: Marketing Management and Strategic Marketing Management.

INDUSTRY

Strategic Marketing Consultant, ACNielsen Co., Madrid, Spain. January 1992- March 1993 and February 1997 - March 1999.

Advised organizations in developing more effective marketing strategies through integration of consumer research, advanced modeling techniques, and category management studies. Implemented category management, promotional assessment and consumer research projects with major international manufacturers and retailers.

Market Research Specialist, PubliEspaña (Finninvest), Madrid, Spain. June 1996 - January 1997

Managed advertising allocation in Spanish TV channel, Tele5. Responsibilities included generation of selling propositions to the advertiser by consolidating the information provided by several European research sources and development and evaluation of price policy and media planning modules.

International Marketing Consultant, Hello America - Publishing, Washington D.C., June 95 - September 95

Hello America is a Publishing Company specializing in books for foreigners working in the U.S. Responsibilities included identification of target markets, and designing the strategy and controlling the implementation of Hello America’s international distribution plan.

Account Manager for Central and South America, The Advisory Board Company- Strategic Marketing Research, Washington D.C. June 94 - May 95

The Advisory Board Company is a leading marketing research company offering strategic advice and benchmarking for international financial institutions. Responsibilities included strategic marketing analysis for banking institutions in Central and South America and advice on efficient marketing decision-making.

HONORS AND AWARDS

Outstanding Teaching Award.

San Francisco University. San Francisco, 2001.

Haas School of Business 6 Team.

Honoring instructor with teaching ratings of 6 over 7 and higher.

January 2000-September 2001.

Dissertation awarded Summa Cum Laude by Unanimity (highest award given).

Universidad of Madrid, Autonoma. Spain, 1998.

Graduate Study Full-tuition Merit Scholarship for MBA at Georgetown University

Fundacion Ramon Areces. Spain, 1993-1995.

Awarded Merit Prize to Highest GPA in a Spanish Business School.

Spanish Ministry of Education. Spain, 1993.

Awarded Price Waterhouse Prize for Academic Excellence.

Price Waterhouse. Spain, 1993.

PUBLICATIONS

Research Interests: Behavioral decision-making

Interactivity and choice

Cultural influences in consumer behavior

Negotiations and bargaining

Refereed Publications

“Performance of Store Brands: A Cross-country Analysis of Consumer Store Brand Preferences, Perceptions and Risk” (forthcoming), Journal of Marketing Research (with Tülin Erdem and Ying Zhao).

“Marketing Strategy as an explanatory variable of market selection: A simultaneous modeling approach” (forthcoming), International Marketing Review (with Nora Lado and Esther Figueras).

“The Effect of Banner Advertisements on Judgment and Choice” (fothcoming), Online Consumer Psychology: Understanding and Influencing Behavior in the Virtual World, Lawrence Erlbaum Publishers (with Andy Mitchell).

“Organizational Capabilities in International Markets: A cross-functional study” (2000), Encuentros Multidisciplinares (Journal of Multidisciplinary Studies), Vol.2 (with Monica Gomez).

“Defining a Capability Based Model of Company Internationalization” (2000), Cuadernos de Economia y Direccion de la Empresa (Journal of Economics and Management), Vol.3.

“Marketing-Mix Components of Successful Strategic Models in Service Companies” (1997), ESIC Journal, March (with Monica Gomez).

Invited Publications

“Applying Portfolio Management Frameworks to Retailing Category Planning” (1999), Distribucion y Consumo (Journal of Retailing and Consumer Markets), March.

“Category Management: Key Operational Components” (1998), Deusto Business Journal, September (with Lourdes Roquet).

“New Approaches to Marketing Strategic Planning in the Service Industry” (1996), Journal of the Association of Strategic Planners, September (with Monica Gomez).

Under Review

“Indirect Effects of Advertising on Competing and Unrelated Brands: Attitude Assimilation and Accessibility” with Andrew Mitchell (University of Toronto). Under review (1st round) Journal of Marketing Research

“Fairness Perceptions in Bargaining with One-sided Incomplete Information” with Joydeep Srivastava (University of Maryland). Under review (1st round) Journal of Personality and Social Psychology.

“The Weakest Link in Perception of Performance: Gender Effects in Voting Behavior” with Priya Raghubir (University of California, Berkeley). Under review (1st round) Organizational Behavior and Human Decision Processes.

Selected Work in Progress

“Customization and Consumer Choice” with Ravi Dhar (Yale University) and Florian Zettlemeyer (University of California, Berkeley).

Customization of products and services is a key to enhancing customer value and a source of competitive advantage. In a classical sense, this requires capturing consumer preferences and offering product assortments that include the consumers most preferred alternatives. From a constructionist perspective, consumer preferences are not well defined and different preference elicitation tasks might highlight different attributes and tradeoffs leading to inconsistent evaluation.

“Buying the Right Thing: Self-regulatory Focus as a Determinant of Brand Choice” (single-authored).

A promotion or prevention regulatory focus changes consumer risk aversion. This motivational change should influence consumer price and performance ratings when evaluating a product. Consequently, it should affect the willingness to buy well-known brands compared to generic brands. This effect is tested in the context of technological and pharmaceutical products.

“ Who can you trust? Cross-cultural differences in causal attribution in negotiations” with Seonsu Lee (Wolfgang University, Korea) and Foo Nin Ho (SFSU).

While standard economic theory does not account for considerations of fairness in market interactions, recent research has explored the issue of fairness in a variety of contexts including economic transactions (e.g., Kahneman et al. 1986), consumer reactions to prices (e.g., Campbell 1999), and bargaining (e.g., Srivastava et al. 2000). In this research, we examine how culture influences the way people form perceptions of fairness in a bargaining context and the subsequent effects of these perceptions on their bargaining behavior.

“The Cross-cultural Aspects of Brands as Signals” with Tülin Erdem and Joffre Swait (University of California, Berkeley).

We have expanded Tülin Erdem’s brand signaling model (a structural equation model) to explain differences across cultures. Japan, Spain, Brazil, Turkey, India and Germany are countries under study. The paper uses Hofstede’s (1980) cultural dimensions to develop hypotheses about expected differences in the way consumers use brands as a signal of product quality.

CONFERENCE PRESENTATIONS

Association of Consumer Research, Atlanta, Georgia, October 2002.

Co-chairing Special Session with Ravi Dhar “The effects of customization procedure on consumer preferences and satisfaction”. Discussant: Kent Pat West. Presenters: Thomas Kramer (Baruch College)) and John Godek (University of Oregon).

Academy of Marketing Science World Conference, Perth, Australia, June 2003. Co-chairing Special Session with Judy Strebel (SFSU): “Cultural Dynamics and Consumer Evaluations”. Presenters: Donnel Briley (HKUST), Mary Conway Dato-on (N.Kentucky)

Academy of Marketing Science World Conference, Perth, Australia, June 2003

Presenting “ Who can you trust? Cross-cultural differences in causal attribution in negotiations” with Seonsu Lee (Wolfgang University, Korea) and Foo Nin Ho (SFSU).

Association of Consumer Research, Atlanta, Georgia, October 2002.

Co-chairing Special Session with Joydeep Srivastava (University of Maryland): “Fairness Considerations in Business Interactions”. Discussant: Kent Monroe. Presenters: Megan Campbell (University of Colorado, Boulder) and Joe Nunes (USC).

Marketing Science Conference. Edmonton, Canada, July 2001.

Presenting “Fairness Perceptions in Bargaining with One-sided Incomplete Information” with Joydeep Srivastava (University of Maryland).

Haas School of Business Marketing Research Seminar, March 2002.

Presenting “The effect of Banner Advertisements on Judgment and Choice” with Andy Mitchell (University of Toronto).

Society of Consumer Psychology, Austin ,Texas, February 2002.

Presenting “The Weakest Link in Perception of Performance: Gender Effects in Voting Behavior” with Priya Raghubir (University of California, Berkeley).

Second International Conference of Iberoamerican Academy of Management. Mexico City, December 2001. Presenting “Marketing Strategy as an explanatory variable of market selection: A simultaneous modeling approach” with Nora Lado and Esther Figueras (University Charles III, Madrid, Spain).

Association of Consumer Research Conference. Austin, October 2001.

Presenting “The effect of Banner Advertisements on Judgment and Choice” with Andy Mitchell (University of Toronto).

Marketing Science Conference. Germany, July 2001.

Presenting “Performance of Store Brands: A Cross-country Analysis of Consumer Store Brand Preferences, Perceptions and Risk” with Tülin Erdem and Ying Zhao (University of California, Berkeley).

AEDEM VI International Congress. Brazil, July 1999.

Presenting “Theoretical Comparison of Resource-based Models of Internationalization”, with Monica Gomez (University of Madrid, Spain).

IX Spanish-French Scientific Forum, Marketing Section. Spain, May 1999.

Presenting “Logit Analysis as an Alternative Quantitative Methodology to Discriminant Analysis and Regression”, with Monica Gomez (University of Madrid, Spain).

VI Encuentro de Profesores de Marketing. Spain, September 1998.

Presenting “Internationalization and Marketing Strategy: the Case of Spanish Exporting Companies”, with Monica Gomez (Universidad of Madrid, Spain).

Invited presentations at: Institute for Trade and Commerce, University Charles III, Research Center Charles V, DIEC, AECOC, Institute for Agricultural Exporting, Instituto de Empresa, Spanish Ministry of Economy and CESMA.

PROFESSIONAL AND CIVIC ACTIVITES

UC Berkeley, Business Plan Competition. Advised the following teams on their international marketing strategy:

“Globalminded.com”: Consulting agency helping high tech companies enter international markets.

“eKoke.com”: Internet company providing streaming capabilities for kareoke shops in Asia.

Affiliations:

American Marketing Association

INFORMS

Academy of Marketing Science

Academy of International Business

Ad-hoc Reviewer:

Marketing Science

Journal of Retailing

Society of Consumer Psychology Proceedings

Journal of Management Review