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Rodrigo Guesalaga

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

Decano de la Facultad de Economía y Negocios, y de la Facultad de Ingeniería, de la Universidad Finis Terrae. Profesor Asociado UC. Consultor de empresas. Anteriormente se desempeñó como profesor de Cranfield University, Reino Unido. Director del Sales Director’s Programme.

EDUCACIÓN Y ÁREAS DE INTERÉS

Ingeniero Comercial y MBA UC; PhD en Marketing de Goizueta Business School, Emory University, EEUU. Post Graduate Certificate en Academic Practice en Cranfield University, Reino Unido.

PUBLICACIONES (18)

2018 | Kogan Page  |  Davies, M. ,  Guesalaga, R. ,  Holt, S. ,  Marcos, J.

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

2019 | Journal of Business and Industrial Marketing  |  Ruiz-Alba, J. ,  Guesalaga, R. ,  Ayestarán, R. ,  Morales Mediano, J.

Interfunctional coordination: the role of digitalization

forthcoming | Journal of the Academy of Marketing Science  |  Arunachalam, S. ,  Bahadir, S. C. ,  Bharadwaj, S. G. ,  Guesalaga, R.

New product introductions for low-income consumers in emerging markets

2018 | Industrial Marketing Management  |  Guesalaga, R. ,  Gabrielsson, M. ,  Rogers, B. ,  Ryals, L. ,  Cuevas, J.

Which resources and capabilities underpin strategic key account management?

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

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

2017 | Psychology and Marketing  |  Guesalaga, R. ,  Dimitriu, R.

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

2016 | International Marketing Review  |  Guesalaga, R. ,  Pierce, M. ,  Scaraboto, D.

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. ,  Kapelianis, D.

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

2014 | Joutnal of Consumer Marketing  |  Guesalaga, R. ,  Pitta, 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. ,  Guesalaga, G.

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

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

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. ,  Hansen, J. ,  Singh, T. ,  Weilbaker, D.

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

2010 | Industrial Marketing Management  |  Guesalaga, R. ,  Johnston, W.

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. ,  Guesalaga R. ,  Marshall P.

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

2008 | Journal of Consumer Marketing  |  Guesalaga R. ,  Marshall P.

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