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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).