EN ES
Eva María Guerra Leal
Marketing Organizational Behavior Service Management
EGADE - UNC Charlotte MBA in Global Business & Strategy and MBA Director at Monterrey Office
BIOGRAPHY
Passionate about marketing and professional skills development

Eva María Guerra Leal is currently Director of the MBA and the EGADE - UNC Charlotte MBA in Global Business & Strategy program at EGADE Business School, Monterrey office. She also holds a certification in Business Analytics from the University of Texas at San Antonio and is a member of the Business School's Distinguished Faculty Circle.

Her areas of expertise include customer-centric and service-driven organizations, marketing strategies, organizational behavior, service management and business intelligence. Which in turn, have led her to cooperate since 2014 with Tecnológico de Monterrey in matters of teaching, innovation, research and consulting. Dr. Guerra also participated in the design of training units of the Tec21 and activities of the MFD+ models, the Institutional Committee of Classification of professors, and teaches online graduate courses and continuing education programs.

Her extensive experience in the financial services industry supports her participation in the Strategic Focus Research Group (GIEE), in Social Innovation and the Center for Financial Access, Inclusion and Research (FAIR).

Likewise, her extraordinary work and outstanding academic background as Ph.D. in Business Administration has been distinguished on several occasions with the Intellectual Vitality, Service and Leadership award.

EDUCATION
    • Business Analytics Certification
      University of Texas at San Antonio
    • Ph.D. in Business Administration
      EGADE Business School
    • Master of Science in Communication
      Tecnológico de Monterrey
    • Bachelor's Degree in Marketing
      Tecnológico de Monterrey
AWARDS & HONORS

 

  1. 2020 Distinguished Faculty Circle
  2. 2018, 2019, 2020 Intellectual Vitality, Service and Leadership award
  3. 2018 Recognition for Business School Special Projects

 

SELECTED PUBLICATIONS
  1. Arredondo-Trapero, F. G., Vázquez-Parra, J. C., & Guerra-Leal, E. M. (2021). Information and Communication Technologies and Their Impact on Competitiveness in Latin America. Journal of Technology Management & Innovation, 15(4), 43–53. https://doi.org/10.4067/S0718-27242020000400043
  2. Vázquez-Parra, J.C., Arredondo-Trapero, F.G., & Guerra-Leal, E.M. (2021). Managing Sexual Orientation, Gender Identity, and CSR. The International Journal of Organizational Diversity, 21 (1), 13-30. doi:10.18848/2328-6261/CGP/v21i01/13-30.
  3. Lopez, A., Guerra, E., Gonzalez, B., & Madero, S. (2020). Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth. Journal of Marketing Analytics, 8, 203–223. https://doi.org/10.1057/s41270-020-00085-5.
  4. Sepúlveda, C., Capon, N., Camacho, G., Guerra, E., Rodríguez, F. E. M., González, B., ... & Treviño, S. (2019). Marketing for Latin American Managers in the 21st Century.
  5. Espinoza, F.A., Guerra, E., & Velasco, N. (2017). A Role-Based Model in the Service Industry: An Ethical Perspective. International Business Management, 11, 1882-1891. https://doi.org/10.36478/ibm.2017.1882.1891
  6. Guerra, E., & Sepúlveda, C. J. (2014). Are committed employees more service oriented?. Global Business and Organizational Excellence, 33(3), 23-36.  https://doi.org/10.1002/joe.21540.