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Sofía Esqueda
Coordinator and Professor at IESA's Marketing Center
and also, Master in Marketing Coordinator.
Areas of Expertise: Market Research, Consumer
Behavior, Intercultural Marketing and Marketing
Entrepreneurs.
Education
Doctoral Degree in Commercial Financing and Research
Universidad Autónoma de Madrid, 1999 - 2007
MSc (Data Analysis in Social Sciences)
Universidad Central de Venezuela, 1994 - 1996
B.A in Biology
Universidad Simón Bolívar, 1982 -1989
Academic experience
Associate Professor in Marketing. Coordinator of the Market Research
Area. Instituto de Estudios Superiores en Administración (IESA). Caracas,
Venezuela (2004-Present)
Professional experience
General Coordinator for Special Projects. Gallup Organization - Venezuela
(2002 -2003)
UNILEVER:
Regional Latin America Market Research Manager. Ice Cream Category (19971999)
Market Research Manager. Venezuela. (1994 -1997)
Market Research Manager - Qualitative Area. ODC "Organization Diego
Cisneros". (1993-1994)
Procter and Gamble - Latin American Division:
Market Research Coordinator - HPT (1990 - 1992)
Assistant to the Technical Manager. Hair Care Category (1990-1992)
Publications
Esqueda, S. El bienestar y su relación con la alimentación. Debates IESA.
Vol.XIX N°1 enero-marzo 2014 pp. 40-45
Esqueda, S.; Rodriguez, A. and Herrera, C. Dr. Cartucho (A): A confidence
recharge without stains. ECCH. (2013)
Esqueda, S. and Rodriguez, A.. Dr. Cartucho (B): Color segments of the ink
market of printers. ECCH. (2013)
Esqueda, S. “Desarrollo de Nuevos Productos - Marketing Sustentable” in
Kotler, Phillip and Gary Armstrong. Marketing. Versión para Latinoamérica.
Pearson. (2012)
Esqueda, S.; Sánchez, J. Pérez, O. Las Llaves powder detergent: remake or
died?. ECCH. (2011).
Puente, R. y Esqueda, S. Laboratorios Vita. ECCH. (2012).
Esqueda, S. and C. Herrera. La mujer en la Venezuela contemporánea.
Debates IESA. Vol. XVI N°1 enero-marzo 2011 pp. 38-43
Esqueda, S.; L. Hernández and C. Herrera. La belleza es otra cosa. Debates
IESA. Vol. XVI N°1 enero-marzo 2011 pp. 24-27
Varela, O; Esqueda, S and Pérez, O. A Test of Cultural Homogeneity among
a Sample of Latin American Countries. Journal of the Iberoamerican
Academy of Management Vol. 7; 1. (2008-2009).
Publications
Esqueda, S. La nueva antropología en Internet. Debates IESA. Vol. 14; 2 pp
36-39. (2009).
Esqueda, S. and L. Hernández. La etnografía: una vía para conocer a los
consumidores de la "base de la pirámide“. Debates IESA. Vol. XIV, N°1 pp
37-40 (2009)
Awards
Research Award Cargill-IESA (2006, 2007, 2008, 2009, 2010).
Prize for the best case IESA Case Competition (2010).
First Finalist in IESA Case Competition (2007).
Fundayacucho (1999-2004).