Silvana Dakduk

Silvana Dakduk is the Director of the Master in Marketing at the Monterrey site. Before joining EGADE, she was a Research Professor at the School of Management of the University of the Andes in Colombia, where she also served as Director of the Master's Program in Marketing, the Master's Program in Finance, and the Center for Participant-Centered Learning (CAP). Her academic career, spanning more than two decades, includes teaching and research at various prestigious institutions in the Andean region, such as the University of La Sabana, the College of Higher Administrative Studies (CESA), and the Konrad Lorenz University Foundation in Colombia, and the Institute of Higher Administrative Studies (IESA), and the Andrés Bello Catholic University in Venezuela. She has contributed to the development of executive education through the creation of courses, pedagogical innovations, and research and consulting programs, with a research focus on consumer behavior and the adoption of new technologies. In the industry, she has worked as a consultant for local and multinational companies, including Banesco, Telefónica, Merck, Bayer, and GFK, leading regional projects in strategic planning and product development. She holds a PhD and a Bachelor's degree in Psychology from the Andrés Bello Catholic University and a Master's degree in Social Psychology from the Central University of Venezuela.

• Recognition for Teaching Excellence. Technological Institute of Santo Domingo. Dominican Republic, 2023
• Top 3 Best Marketing Professor. P&M. Colombia, 2022
• Cargill Award for Academic Excellence. Venezuela, 2014, 2013, 2012

• PhD in Psychology
  Andrés Bello Catholic University, Venezuela
• Master in Social Psychology
  Central University of Venezuela
• Bachelor's Degree in Psychology
  Andrés Bello Catholic University, Venezuela

• Dakduk, S., García-Chitiva, M.d.P. & Correa, J.C. A case study on professional skills and accredited graduate programs of marketing. Appl Netw Sci 10, 17 (2025). https://doi.org/10.1007/s41109-025-00696-w
• Siqueira, J. R., Otálora Losada, M., Peña-García, N., Dakduk, S., & Lourenço, C. E. (2025). Do peer-to-peer interaction and peace of mind matter to the Generation Z customer experience? A moderation–mediation analysis of retail experiences. Journal of Marketing Analytics, 13(2), 424–444. https://doi.org/10.1057/s41270-025-00381-y
• Tejada-Orozco, L., Sandoval-Escobar, M., & Dakduk, S. (2025). Human rights and use of social networks: A bibliometric analysis 1980–2020. Universitas Psychologica, 24, 1–15. https://doi.org/10.11144/Javeriana.upsy24.dhrs
• Santalla de Banderali, Z., Malavé, J., Alvarado, J. M., & Dakduk, S. (2025). Unethical pro-organizational behavior in Hispanic American contexts: the role of organizational and interpersonal factors. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2500679
• Dakduk, S., & Santalla-Banderali, Z. (2025). Green tea or black tea? analyzing consumer perception in jasp using repeated measurement anova. In Sage Research Methods Datasets Part 1. SAGE Publications Ltd https://doi.org/10.4135/9781036209377
• Dakduk, S., & Taborda, R. (2025). Learn to use hierarchical clustering in jasp with advertising data from the dane annual manufacturing survey in colombia (1992–2024). In Sage Research Methods Datasets Part 1. SAGE Publications Ltd https://doi.org/10.4135/9781036209438
• Roese, N.J., Dakduk, S., Uslay, C. (2024). Educating Marketers for the Digital Future. In: Prastacos, G., Pouloudi, N. (eds) Leading and Managing in the Digital Era. LMDE 2023. Lecture Notes in Information Systems and Organisation, vol 69. Springer, Cham. https://doi.org/10.1007/978-3-031-65782-5_25
• Dakduk, S., Van der Woude, D., & Alarcon Nieto, C. (2023). Technological adoption in emerging economies: Insights from Latin America and the Caribbean with a focus on low-income consumers. In V. Bobek & T. Horvat (Eds.), New topics in emerging markets. IntechOpen. https://doi.org/10.5772/intechopen.112004
• Arosa-Carrera, Charles R., Dakduk, Silvana, & Chica-Mesa, Juan Carlos. (2023). Modelo estructural de la calidad de la relación comercial y su efecto en la innovación tecnológica. Journal of technology management & innovation, 18(1), 14-26. https://dx.doi.org/10.4067/S0718-27242023000100014
• Arosa-Carrera, C., Dakduk, S., & Chica-Mesa, J. C. (2023). La calidad de la relación comercial: escala de medida para agronegocios (Colombia). Revista Universidad Y Empresa, 24(43), 1–30. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11290
• Arosa Carrera, C. R., Dakduk, S., & Chica Mesa, J. C. (2022). Innovación tecnológica: Escala de medida para agronegocios. Revista Venezolana De Gerencia, 27(8), 787-805. https://doi.org/10.52080/rvgluz.27.8.4
• Correa, J. C., Dakduk, S., Van der Woude, D., Sandoval-Escobar, M., & Lopez-Llamas, R. (2022). Low-income consumers’ disposition to use automated banking services. Cogent Business & Management, 9(1), 2071099. https://doi.org/10.1080/23311975.2022.2071099
• Dakduk, S., & Di Carlo, R. (2021). Masglo: A media scandal (No. AN0123-PDF-ENG). CLADEA–BALAS Case Consortium. Harvard Business Publishing Education. https://hbsp.harvard.edu/product/AN0123-PDF-ENG
• Dakduk, S., Santalla-Banderali, Z., & Siqueira, J. R. (2020). Acceptance of mobile commerce in low-income consumers: Evidence from an emerging economy. Heliyon, 6(11), e05451. https://doi.org/10.1016/j.heliyon.2020.e05451
• Dakduk, S., & González, &. (2019). Analyzing focus groups data: The consumption of media in the digital era. In Sage Research Methods Datasets Part 2. SAGE Publications, Ltd. https://doi.org/10.4135/9781526494726
• Reinoso-Carvalho, F., Dakduk, S., Wagemans, J., & Spence, C. (2019). Dark vs. light drinks: The influence of visual appearance on the consumer’s experience of beer. Food Quality and Preference, 74, 21–29. https://doi.org/10.1016/j.foodqual.2019.01.001