Juan Carlos Bustamante Urbina is Director of the Master in Strategic Marketing and Research Professor in the Marketing and Business Intelligence Department of EGADE Business School at Tecnológico de Monterrey. He previously taught in graduate programs at ESPAE Graduate School of Management (Ecuador) and Pontificia Universidad Javeriana, Cali (Colombia), and in undergraduate programs at the Universidad de Los Andes (Venezuela).

His research work focuses on the consumer experience, especially in the development of models that allow identifying the points of contact that best outline a purchase experience throughout their journey through the purchase decision process. His research interests also span service design, transformative services and their long-term effect on vulnerable populations, and how emerging digital technologies affect consumer behavior throughout the customer journey. His research has been published in the Journal of Services Marketing, Journal of Service Management, Statistical Methodology, International Journal of Entrepreneurial Venturing, and Journal of Management and Economics for Iberoamerica, among others. He is also the author of case studies and technical teaching notes.

He has been a consultant on various projects, including market research, customer segmentation, brand positioning recommendations, marketing digitization, and implementation of digital transformation programs.

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.

Professor Javier Reynoso is a researcher, advisor, and advocate of teaching activities in the service management field in Mexico and Latin America. He has presented his works at the most important international service management conferences in Europe, United States, Canada, Australia, Singapore, Taiwan, and China. He has represented Mexico as an associate researcher in the International Service Study, as well as in the research project Service Management at the Base of the Pyramid. His contributions to the services field have been published in books and journals in the United States, Europe, and China. 

He is a member of the editorial board and Research Review Editor of the Journal of Service Management, and member of the editorial board of the Journal of Service Research (USA) of the Journal Forum Empresarial (Puerto Rico) and the Journal of Management Research (USA). He is a also co-author of Administración de Servicios (Service Administration), the first text book published in Spanish on the subject. 

Professor Reynoso has been guest professor at the University of Tampa, San Diego, South Florida, and Arizona State (USA), Cambridge and Exeter (United Kingdom), Karlstad and Stockholm (Sweden), Swedish School of Economics (Finland), Carlos III and Instituto de Empresa (Spain), INCAE (Costa Rica), Auckland (New Zealand), Monash (Australia), Meiji (Japan), Fudan and Beijing (China). 

He has been a member of the Service Operations Management Association, the International Academy of Services, and is a founding member of the Latin American Academy of Marketing Scholars. He also launched the Latin American Academy of Service Management initiative. He has designed and coordinated the postgraduate program of the Specialty in Service Management at EGADE and the Certificate of Professional Concentration in Service Management on the Monterrey campus.