Rodrigo Guesalaga

Background

Rodrigo obtained a PhD in Marketing at Emory University (Atlanta, USA), and before joining Cranfield University he worked in Chile as Associate Professor at Pontificia Universidad Católica.  He has also been a Visiting Professor at University of Miami (USA).

Rodrigo has published his work in journals such as Industrial Marketing Management, Journal of Personal Selling and Sales Management, International Marketing Review, and Journal of Consumer Marketing. 
Rodrigo participated in the Global Sales Science Institute''s  Global Sales Barometer project, which measured key sales trends and best practices.

Current activities

Rodrigo has recently joined the School of Management at Cranfield University as a Senior Lecturer.  His main area of expertise (teaching, research and consulting) is on marketing strategy, and specifically in sales and key account management, service quality and customer metrics, market segmentation, cross-cultural management, and marketing at the bottom of the pyramid. 

His research focuses on issues that are managerially relevant and practical for companies. 

He is a member of the editorial review board at Journal of Business and Industrial Marketing and Journal of Business Market Management, and has been a ad-hoc reviewer at Journal of Marketing and European Journal of Marketing among other journals. 

Rodrigo is a counsellor of the Circle of Marketing at Icare (in Chile), and has participated as a speaker at the Sales Management Association (Atlanta, USA) webinar series. 

Clients

As a consultant, Rodrigo has worked with companies in several industries, such as  print media, retailing, healthcare, automotive, wood manufacturing, education and entertainment, and financial banking.

Publications

• Articles in journals

Articles In Journals

• Dimitriu R & Guesalaga R (2017) Consumers’ social media brand behaviors: uncovering underlying motivators and deriving meaningful consumer segments, Psychology and Marketing, 34 (5, May 2017) 580-592.
• Guesalaga R, Pitta D & Marshall P. (2017) The quest for the fortune at the bottom of the pyramid: Potential and challenges, Journal of Consumer Marketing, 25 (7) 393-401.
• Guesalaga R (2016) The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media, Industrial Marketing Management, 54 (April 2016) 71-79.
• Guesalaga R, Pierce M & Scaraboto D (2016) Cultural influences on expectations and evaluations of service quality in emerging markets, International Marketing Review, 33 (1) 88-111.
• Guesalaga R & Dimitri K. (2015) When do Salespeople Pursue and Win Deals? A Two-Stage Model of Sales Opportunity Outcomes, Journal of Business and Industrial Marketing, 30 (7) 817-829.
• Guesalaga R (2014) Top Management Involvement with Key Accounts: The Concept, its Dimensions and Strategic Outcomes, Industrial Marketing Management, 43 (7) 1146-1156.
• Guesalaga R & Pitta D. (2014) The Importance and Formalization of Service Quality Dimensions: a Comparison of Chile and the United States, Journal of Consumer Marketing, 31 (2) 145-151.
• Guesalaga R (2014) Top management involvement with key accounts: The concept, its dimensions, and strategic outcomes, Industrial Marketing Management, 43 (7) 1146-1156.
• Guesalaga R & Marshall P (2013) Segmentation in Low-Penetration and Low-Involvement Categories: An Application to Lottery Games, Journal of Gambling Studies, 29 (3) 453-469.
• Hansen J, Singh T, Weilbaker D & Guesalaga R (2013) Cultural Intelligence in Cross-Cultural Selling: Propositions and Directions for Future Research, Journal of Personal Selling and Sales Management, 31 (3) 243-254.
• Guesalaga R & Marshall P (2012) Segmentation in Low-Penetration and Low-Involvement Categories: An Application to Lottery Games, Journal of Gambling Studies, 29 (3) 453-469.
• Guesalaga R, Hansen J, Singh T & Weilbaker D. (2011) Cultural Intelligence in Cross-Cultural Selling: Propositions and Directions for Future Research, Journal of Personal Selling and Sales Management, 31 (3) 243-254.
• Guesalaga R & Johnston W (2010) What''s next in key account management research? Building the bridge between the academic literature and the practitioners'' priorities, Industrial Marketing Management, 39 (7) 1063-1068.
• Guesalaga R & Johnston W (2010) What''s next in key account management research? Building the bridge between the academic literature and the practitioners'' priorities, Industrial Marketing Management, 39 (7) 1063-1068.
• Guesalaga R & Marshall P (2008) Purchasing power at the bottom of the pyramid: Differences across geographic regions and income tiers, Journal of Consumer Marketing, 25 (7) 413-418.
• Guesalaga R & Marshall P (2008) Purchasing power at the bottom of the pyramid: differences across geographic regions and income tiers, Journal of Consumer Marketing, 25 (7) 413-418.