Diana Kolbe joined Tecnológico de Monterrey in 2016 and is currently a Professor with an investigation focus in the Marketing and Analysis Department at Tecnologico de Monterrey, Mexico City. From 2019 to 2021, she has directed the Marketing Programs of Bachelor in Marketing (LEM) and Bachelor in Marketing and Communications (LMC) at the Mexico City Campus. Her academic credentials include a Ph.D. in Marketing from the University of Valencia (Spain), a Master's degree in International Management from the University of Applied Science Karlsruhe (Germany), and a Bachelor's degree in Retail and Service Management from Baden-Wuerttemberg Cooperative State University Loerrach (Germany). She is a member of the National Researcher System (Sistema Nacional de Investigadores) and the strategic research group Consumer Behavior and Conscious Marketing with the main research interest in Omnichannel Marketing, Dynamic Marketing Capabilities, and Internationalization. Diana has professional experience in Marketing and Sales in the agricultural sector in Germany and Spain and in Business Development in the natural gas sector during the energy reform in Mexico.