Author Details

Dr. Silvia Cacho-Elizondo is Assistant Professor of Marketing and Associate Academic Director at the IPADE Business School in México. Prior to that, she was Professor-Researcher at the European Business School (EBS Paris) and at the Institut Supérieur de Commerce (ISC Paris) and lecturer at HEC Paris. She has been lecturer and guest lecturer in several business schools in France, Spain and Mexico.

Dr. Cacho-Elizondo started her professional career as a Research and Commercial Engineer at the Instituto de Investigaciones Eléctricas (I.I.E.) and as a Marketing Professor at the ITESM Campus Morelos. She has also gained professional experience working for Procter & Gamble and collaborating with e-Medicis, a French start-up specialized in mobile health services.

Dr. Cacho-Elizondo earned her PhD in Management with a major in Marketing at Groupe HEC (France) with her thesis: “The impact of online services on the consumer-brand relationship”. She holds a M.Sc. in Marketing & Strategy (Université Paris-IX Dauphine, France), an MBA (IPADE Business School, México), a M.Sc. in Management of Technology (Sussex University, United Kingdom) and a bachelor degree in Electronic Systems Engineering (ITESM Campus Monterrey, Mexico).

Dr. Cacho-Elizondo´s research interests include: Consumer Behaviour, Brand Relationships, CRM, Innovation Adoption, Management of Technology, Online & Mobile Services and Corporate Social Responsibility. Her research has appeared in journals such as: Journal of Retailing and Consumer Services, Journal of Health Marketing Quarterly. International Journal of Technology and Human Interaction, ISTMO, and International Business Research Journal among others. She is a member of the AFM (Association Française de Marketing), the EMAC (European Marketing Association) and the ACR (Association for Consumer Research).