Withe more than 20 years of professional experience, she has specialized and developed her career in Marketing, Market Research, Business, and Internet areas. She is the founder of Marketeras, an organization through which she performs as an independent consultant, offering her services to SME and multinational companies. As a practitioner, she has worked in large and medium companies such as FEMSA Comercio (OXXO), General Electric, and NIC México.

Dr. Raúl J. Ruiz-Cabrera is currently Associate Professor in the Department of Marketing and Analysis and Part-time Professor in the Vice-Rector's Office for Online Programs at the Monterrey Campus of Tecnológico de Monterrey. He teaches undergraduate and graduate courses in face-to-face and online formats for these departments in the areas of Marketing, Internal Marketing, Product Development and Strategy. In more than 30 years in the academy, Dr.

Pilar Castillo is a Bioengineer from Universidad de Concepción in Chile, and an MBA candidate at EGADE Business School Guadalajara. Due to her professional training and experience as a research scientist, she founded a company dedicated to the development of R&D projects for companies in different industries that want to improve their products and processes, generating value through science.

Ernesto del Castillo is currently a Ph.D. candidate at EGADE Business School. Ernesto holds a Master’s degree in Economics and Public Policy and a Bachelor’s degree in Economics. He published part of his master's thesis, in co-authorship, in the Journal of Educational Development. His expertise area is econometrics, focused on panel data and efficiency studies. 

Claudia Gómez Borquez is a doctoral candidate in the Department of Consumer Behavior at EGADE Business School, Tecnológico de Monterrey. She holds a master’s degree in International Political Economy from the University of Sheffield. Currently, she is living in Vancouver, Canada, where she is doing research, in SFU Beedie School of Business, to create models to shift consumer behavior towards more sustainable consumption. Claudia has participated in different international social development projects, including Egypt, Greece and Brazil.

Humberto Fuentes is a doctoral student in the Department of Consumer Behavior at EGADE Business School, Tecnólogico de Monterrey. Previously, Humberto worked on branding and commercial strategy focusing on new business ventures and entrepreneurs. His current research interests include luxury branding and customer-brand relationship management.