PhD in Economics and Business Administration from the University of Valladolid and Professor of Marketing and Market Research at the same University.
Professor, for more than 30 years, in the Degrees in Business Administration and Marketing and Market Research at the University of Valladolid and professor of the Doctorate Program in Business Economics. Author of several teaching manuals, one of the most relevant is entitled: “Marketing Strategies. An approach based on the management process (ESIC)”.
Director of six doctoral theses, participant in more than 40 research projects, in more than 20 contracts with companies and institutions and author of more than 80 articles in recognized journals in her field of knowledge, such as Industrial Marketing Management, Marketing Letters, Journal of Business Research, International Journal of Research in Marketing, Journal of Product Innovation Management, Journal of Engineering and Technology Management, European Journal of Marketing, Journal of Service Marketing or Journal of Small Business Management. Currently PI of the project “Transformational Marketing. Value propositions to the market”. Ministry of Science and Innovation. State Research Agency. PID2021-123004NB-I00. 93,775 Є.
Research activity has been recognized with four sexenios of research and one sexenio of transfer.
Director of the Office of the Strategic Plan of the University of Valladolid (2006-2008), Editor of the Spanish Journal of Marketing Research ESIC (2013-2015) and Vice President of the Spanish Association of Academic and Professional Marketing (AEMARK) (2018-2022).
Member of the Technical Committee for the evaluation of research projects (National R&D&I Plan) for the Ministry of Science and Technology (2012-14). Member of the Scientific-Technical Committee of the DEVA (ACCUA) for the evaluation of the monitoring of grants for the implementation of Transfer activities (2017 call). Member of the Technical Committee for the evaluation of six-year transfer grants (2019). President of the Commission of Social, Economic and Legal Sciences (SEJ) of the DEVA (ACCUA) (since 2022). Secretary of the Accreditation Commission 16 (Business Sciences) (2020-2024). Evaluator in the process of renewal of the accreditation of more than 25 Official Degrees of the Fundación Madri+d para el conocimiento (Madri+d Foundation for Knowledge). Evaluator in the process of renewal of accreditation of Official Degrees of ANECA. Member of the Social Sciences Subcommittee of Fundación Madri+d since September 2023.