Lucila Osorio
Research Professor in the Department of Marketing and Business Intelligence

Dr. María Lucila Osorio Andrade has had a long career within Tecnológico de Monterrey, where she currently serves as a Research Professor in the Department of Marketing and Business Intelligence at EGADE Business School. She is also Director for the Retail Trade Center and Leader of the Thematic Area Research Group (GAT) in Transformation of the Retail Industry. From January 2011 to February 2022, she has been an adjunct professor at Campus Monterrey, teaching diverse undergraduate courses in the area of Marketing. She has also offered Continuing Education courses at the institution.

Dr. Osorio’s professional experience encompasses the areas of Marketing and Exports in companies such as Heineken México and Nutec Industrial. Her research work has been published in numerous indexed journals, including Journal of Product & Brand ManagementJournal of Retailing & Consumer Services, and Humanistic Management Journal.

She has presented her research work at several national and international conferences, such as ACACIA (Mexican Academy of Administrative Sciences), IAM (Iberoamerican Academy of Management), and AMS (Academy of Marketing Science). She is an active member of the Academy of Marketing Science and the international honor society Beta Gamma Sigma.

    • Ph.D. in Administrative Sciences
      EGADE Business School
    • Master in Administration
      EGADE Business School
    • Bachelor of International Trade
      Tecnológico de Monterrey.
  1. Osorio, M. L., Centeno-Velázquez, E., & Cambra-Fierro, J. (2022). In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions. Journal of Product & Brand Management.
  2. Osorio, M. L., Centeno-Velázquez, E., López-Pérez, M. E., & del Castillo, E. (2021). Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally. Journal of Retailing and Consumer Services, 63, 102736.
  3. Osorio, M. L (2020). A sneak peek into contemporary philanthropy: The case of The Giving Pledge. Ciencias Administrativas Teoría y Praxis, 16(1), 141-155.
  4. Osorio, M. L., Centeno, E., & Cambra-Fierro, J. (2020). A thematic exploration of human brands: Literature review and agenda for future research. Journal of Product & Brand Management, 29(6), 695-714.
  5. Osorio, M. L., Madero, S., & Greenwood, R.A. (2019). Humanism under construction: The case of Mexican circular migration. Humanistic Management Journal, 4(1), 55-69.