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Rodrigo Guesalaga

  • Profesor:
  • Asociado
  • Especialidades:
  • Marketing
  • guesalaga@uc.cl

Asesor en Marketing y en Educación Acemark Ltda., además ha sido consultor de negocios en importantes empresas, tales como: Pfizer, LUN, BCI, Falabella, entre otras.

EDUCACIÓN Y ÁREAS DE INTERÉS

Ingeniero Comercial y MBA UC; Ph.D. in Marketing, Goizueta Business School, Emory University, Atlanta, EE.UU.

PUBLICACIONES (18)

2018 | Kogan Page | Davies, M.

Implementing Key Account Management: Designing Customer-Centric Processes for Mutual Growth

2019 | Journal of Business and Industrial Marketing | Ruiz-Alba, J.

Interfunctional coordination: the role of digitalization

2019 | Journal of the Academy of Marketing Science | Arunachalam, S.

New product introductions for low-income consumers in emerging markets

2018 | Industrial Marketing Management | Guesalaga, R.

Which resources and capabilities underpin strategic key account management?

2018 | International Journal of Consumer Studies | Guesalaga, R.

Young consumers’ innovativeness in apparel choices: A model including consumer self-confidence

2017 | Psychology and Marketing | Guesalaga, R.

Consumers’ Social Media Brand Behaviors: Uncovering Underlying Motivators and Deriving Meaningful Consumer Segments

2016 | International Marketing Review | Guesalaga, R.

Cultural Influences on Expectations and Evaluations of Service Quality in Emerging Markets.

2016 | Industrial Marketing Management | Guesalaga, R.

The Use of Social Media in Sales: Individual and Organizational Antecedents, and the Role of Costumer Engagement in Social Media

2015 | Journal of Business and Industrial Marketing | Guesalaga, G.

When do salespeople pursue and win deals? A two-stage model of sales opportunity outcomes

2014 | Joutnal of Consumer Marketing | Guesalaga, R.

The Importance and Formalization of Service Quality Dimensions: A Comparison of Chile and the United States

2014 | Industrial Marketing Management | Gueslaga, R.

Top Management Involvement with Key Accounts: The Concept, Its Dimensions, and Strategic Outcome

2013 | Journal of Gambling Studies | Marshall, P.

Segmentation in Low-Penetration and Low-Involvement Categories: An Application to Lottery Games

2013 | Revista Administración y Economía UC | Guesalaga, R.

El Uso de Social Media en la Gestión de Ventas

2012 | Revista Administración y Economía UC | Guesalaga, R.

Tendencias y Prácticas de Venta en Chile y el Mundo

2011 | Journal of Personal Selling and Sales Management | Guesalaga, R.

Cultural Intelligence in Cross-Cultural Selling: Propositions and Directions for Future Research

2010 | Industrial Marketing Management | Guesalaga, R.

What’s next in Key Account Management Research? Building the Bridge between the Academic Literature and the Practitioners´priorities

2008 | Journal of Consumer Marketing | Pitta D.

The Quest for the Fortune at the Bottom of the Pyramid: Potential and Challenges

2008 | Journal of Consumer Marketing | Guesalaga R.

Purchasing Power at the Bottom of the Pyramid: Differences Across Geographic Regions and Income Tiers