Education

Ph.D. - Marketing, Oklahoma State University, 2009
M.Sc. - International Business, Oklahoma State University, 2005
B.A. - Market Research, Universidad Autónoma del Estado de México, 2001

Research Interests

I am interested in understanding how customer participation in the value creation process influences firm outcomes. My research involves attachment, co-creation, and the innovation of goods and services. In addition, I am interested in international topics such as consumer acculturation, bilingual consumers, and international service adoption.