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Esp
viernes, 3 de diciembre 2021
03/12/2021
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Research group

Spanish

Research Group on Marketing

Academic Unit: Faculty of Economics

Colombian Ministry of Science

Class

C

Call

833

Profile

OECD

Discipline

Social sciences

Subdiscipline

Economics and business

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Strategic Focus

We are a team passionate about marketing. We intend to generate and transfer knowledge on the creation, communication, delivery, and exchange of high-value proposals for customers, consumers, stakeholders, and the society in general. IMARK’s academic and professional activity focuses on marketing strategies, brand experiences, services logic and co-creation of value for clients, loyalty dynamics, adaptation to technology, and resistance of individuals to innovation.

Research Areas and Topics

  • Branding and brand value.
  • Consumer behavior.
  • Marketing strategies.
  • Sales management and organizational behavior.
  • New technologies applied to marketing.

Sustainable Development Goals (SDGs)

Group Coordinator

Juan Fernando Tavera Mesías PhD, MSc

PhD in Administration and Organizations.

Universidad de Antioquia, Colombia.

Group Coordinator Email

juan.tavera@udea.edu.co

Research Group Email

grupoimark@udea.edu.co

Scientific Cooperation

Collaborative Relationships

  • American Marketing Association (AMA): The most relevant academic association for academics and professionals worldwide.
  • Ramapo College: An institution with which we are currently working on research on topics related to mobile banking.

Notable Projects

Acceptance of e-commerce in Colombia.

Loyalty to customer loyalty programs in Colombia.

Banking, technology, and people.

Main Research Results

  • Mafé, C. R., Blas, S. S., and Tavera‐Mesías, J. F. (2010). A comparative study of mobile messaging services acceptance to participate in television programmes. Journal of service Management.
  • van Klyton, A., Tavera-Mesías, J. F., & Castaño-Muñoz, W. (2020). Digital local information services in developing countries: Evidence from Colombia. Journal of Librarianship and Information Sci.
  • van Klyton, A., Tavera-Mesías, J. F., & Castaño-Muñoz, W. (aprobado con correcciones 2020). Value Co-Creation and Co-Destruction in the First Cashless Society in Colombia. Information, Technology and People.

Research Portafolio

  • We offer services such as marketing intelligence applying both qualitative methods (focal groups, ethnography, netnography, in-depth interview, among others), and quantitative methods (ad-hoc surveys, big data and analytics applied to marketing); planning and design of marketing plans, campaigns, brands, experiences; accompaniment and execution of plans associated with marketing and commercial execution; innovation and marketing.

More Information

https://bit.ly/2GF9GPv

 
Universidad de Antioquia | Vigilada Mineducación | Acreditación institucional hasta el 2022 | NIT 890980040-8
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