Jorge Vera-Martínez holds a Ph.D. with Honors in Management Sciences with a focus on Marketing and consumer behavior from the National University of Mexico (UNAM) and an MBA (with a focus on Marketing) from the Technological Institute of Mexico (ITAM). He also holds a degree in experimental psychology from the National University of Mexico (UNAM). Before his career in academe, he made his mark as a market research manager for more than ten years. During this period, he performed market studies and marketing projects for brands such as Novartis, Frito-Lay, Microsoft, Baan, and Colgate-Palmolive. Here, he conducted studies regarding advertising effectiveness tests, concept/product tests, brand positioning/image studies, and service quality enquiries, among other methodologies. Since 2005, Jorge Vera has held a position as Research Professor of Marketing and Consumer Behavior at Tecnológico de Monterrey¿s Business School. He has taught, at graduate and undergraduate levels, subjects such as sustainable marketing, market research, brand management, science methodology, quantitative methods, and multivariate methods for marketing decisions. Here, he has also conducted market research in collaboration with students and companies such as Johnson and Johnson, CISCO Systems, Cemex, and IQVIA Primary Intelligence. He has published several research articles on topics such as perceived corporate social responsibility, sustainable behavior, service quality, perceived product performance, consumer involvement, perceived value, brand perceptions, and marketing strategies. From 2006 to 2014, he was the head of the Research Cathedra Consumer, Brand, and Competitiveness. Also, from 2018 to 2022, he acted as the leader of the research group (GIEE) Consumer Behavior and Conscious Marketing. In EGADE Business School, he is a member of the core faculty of the Ph.D. Program in Management Sciences (DCA). Currently, he is a member of the research group Consumer Science and Marketing Strategy. In 2021, he received the distinction of being in the top ten percent of researchers with the highest impact at the Tecnológico de Monterrey´s Business School. Furthermore, he has been a member of the National System of Researchers (SNI) of the National Science and Technology Council of Mexico (CONACyT) since 2006. In 2024, two of his publications were acknowledged with the Emerald Literati Award for Outstanding Paper.
jorge.vera@tec.mx
