CURRENT SITUATION
Faculty member
UNIVERSITY TITLES AND DIPLOMAS
PhD in management sciences - PhD in Management, Neoma Business School
RESEARCH THEMES
- Market construction
- Market Practices
- Narratives
- Business Networks
- Industrial Marketing
- Technology Marketing
- Digital transformation and Consumer Culture Theory
RESEARCH GROUP
Group 4: Consumer and Market Perspectives
COURSES
- Fundamentals of Marketing
- Storytelling and Brand content
- SEO and Web analytics
- Knowledge and data management
- Digital Marketing
BIOGRAPHY
Mauricio has been a faculty member at Esdes since 2018. He obtained a PhD in management from Neoma Business School, specializing in marketing. He is currently completing a PhD at the University of Reims Champagne Ardenne in the same field. His research focuses on the construction of markets, mainly for emerging technologies such as IoT, AI, virtual reality, robots, and on how these technology markets should develop processes allowing representation practices, exchange and standardization to legitimize the market and the technology to be appropriated. In his research, he used two main approaches: business networks as a fundamental element for the creation of sustainable business models, and the role of narratives in market creation processes as an agglutinating element in different market practices. He has published his research in industrial marketing journals. Prior to joining the academy, Mauricio was Director of Marketing and Communications for various companies, mainly in the fields of technology and education for ten years. He also has his own technology development company for the industrial and government sector.
PUBLICATIONS AND WORKS
Articles in referenced journals (CNRS, FNEGE)
To be published
RODRIGUEZ M., « A Battle of Drones: Utilizing Legitimacy Strategies for the Transfer and Diffusion of Dual-Use Technologies », Technological Forecasting and Social Change, (in collaboration with Mendoza M. and Lhuillery S.).
2019
RODRIGUEZ M., (2019), "The narrative strategies of B2B technology brands", Journal of Business & Industrial Marketing, vol. 34, n° 7, pp. 1448-1458, (in collaboration with G. Bonnin).
Participation in conferences
2019
RODRIGUEZ M., (2019), « Markets as narrative construction », Nitmkg : « Bringing institutional theory to marketing », ISC Business School, 6-7 june, Paris, France.
2018
RODRIGUEZ M., (2018), « The battle of the drones: Legitimacy strategies for dual transfer technologies », DRUID18 conférence, 11 au 13 juin, Copenhague, Danemark, (in collaboration with M. MENDOZA).
RODRIGUEZ M., (2018), « Narrative strategies and B2B technology brands », Consumer Culture Theory Conference (CCT) : « Consumer Culture Fairytales », 28 juin au 1er juillet, Odense, Danemark, (in collaboration with G. BONNIN).
RODRIGUEZ M., (2018), « Markets as narrative constructions », 34th Industrial Marketing & Purchasing (IMP) Conference : « From Business to Research and Back Again », Kedge Business School, 5 au 7 septembre, Marseille, France, (in collaboration with G. BONNIN).
2017
RODRIGUEZ M., (2017), « Sensemaking strategies in humanitarian crisis. The case of Pakistan 2010 », Production and Operations Management Society (POMS) 28th Annual Conference, Seatle, États-Unis, (in collaboration with D. VEGA).
RODRIGUEZ M., (2017), « Making sense of complex business networks in the smart city era », 8th Biennal International Conference on Business Market Management (BMM) - European Marketing Academy (EMAC), 6 au 8 juillet, Graz, Autriche.
2016
RODRIGUEZ M., (2016), « Sensemaking strategies in humanitarian crisis. The case of Palestine monsoons », 28th European Conference on Operational Research, the European Association of Operational Research Society and the Polish OR Society at Poznan University of Technology, 3 au 6 juillet, Poznan, Pologne, (in collaboration with D. VEGA).
RODRIGUEZ M., (2016), «Technology in business markets: toward a cultural perspective », 32th annual IMP Conference : Change and transformation of markets networks and relationships, 30 août au 3 septembre, Poznan, Pologne, (in collaboration with G. BONNIN).
RODRIGUEZ M., (2016), «Narrative strategies to give sense to new technology: the case of Cisco’s Tomorrow starts here campaign », 32th annual IMP Conference : Change and transformation of markets networks and relationships, 30 août au 3 septembre, Poznan, Pologne, (in collaboration with G. BONNIN).