Eva María Guerra Leal
Marketing Organizational Behavior Service Management
Academic Associate Dean
Passionate about marketing and professional skills development

Eva María Guerra Leal is the Academic Associate Dean. 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. This, in turn, has led her to cooperate since 2014 with Tecnológico de Monterrey in matters of teaching, innovation, research, and consulting. Dr. Guerra also participated in designing 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 a Ph.D. in Business Administration have been distinguished several times with the Intellectual Vitality, Service, and Leadership award.

    • 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
  • 2023 Tec de Monterrey's National Award for Inspiring Professors
  • 2020 Distinguished Faculty Circle
  • 2018, 2019, 2020 Intellectual Vitality, Service and Leadership Award
  • 2018 Recognition for Business School Special Projects


  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.
  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.
  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.
  6. Guerra, E., & Sepúlveda, C. J. (2014). Are committed employees more service oriented?. Global Business and Organizational Excellence, 33(3), 23-36.