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Sofía Esqueda
Marketing Center and Market Masters Coordinator at
IESA
Areas of Expertise: Market Research, Consumer
Behavior, Intercultural Marketing, Marketing
Entrepreneurs.
Education
B.A in Biology
Universidad Simón Bolívar, 1982 -1989
MSc (Data Analysis in Social Sciences)
Universidad Central de Venezuela, 1994 - 1996
Doctoral Degree in Commercial Financing and Research
Universidad Autónoma de Madrid, 1999 - 1907
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.; Sánchez, J. Pérez, O. Las Llaves detergente en polvo:
reinventarse o morir. ECCH. (2011).
Puente, R. y Esqueda, S. Laboratorios Vita. ECCH. (2011).
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).
Esqueda, S. La nueva antropología en Internet. Debates IESA. Vol. 14; 2 pp
36-39. (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).