Adriana Morales Rodríguez serves as Academic Director of the Business School at Tecnológico de Monterrey, Tampico Campus. She obtained her Ph.D degree in Entrepreneurship and Management with cum laude mention and a master's degree in Introduction to Research in Economics and Business from the Universitat Autònoma de Barcelona. She also obtained a master's degree in International Business from the Rey Juan Carlos University and the Instituto Universitario Ortega y Gasset in Madrid, Spain. She holds a bachelor's degree in Accounting and Finance from Tecnológico de Monterrey. She is a member of the Mexican National Researchers System, Candidate level, CONACYT, and a member of the "Consumer Behavior and Conscious Marketing" research group at Tecnologico de Monterrey. Her research interests include service quality, responsible consumption, culture, and customer orientation. She is also a consultant in the field of family business. She currently teaches courses on accounting, international business, management and leadership. She has worked in private sector companies and has occupied different academic and leadership positions at Tecnológico de Monterrey, Tampico Campus.