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Mauricio Rodriguez

Associate Professor at UCLy

8. Sustainable Business and Organisations

mrodriguez@univ-catholyon.fr

Campus Lyon - Saint Paul
10 Place des archives 69002 Lyon

Function

  • Member of Sustainable Business and Organizations research group, UR CONFLUENCE : Sciences et Humanité (EA 1598) Lyon Catholic University

Further information

Research areas

Management Legitimacy Technology adoption Narratives Market construction

Teaching areas

Marketing

Presentation

Mauricio has been a faculty member at ESDES since 2018 and a member of the CONFLUENCE: Sciences et Humanités (EA1598) research unit at UCLy since 2020.. He obtained a PhD in management from Neoma Business School, specializing in marketing. He is currently completing a PhD at the University of Reims Champagne Ardenne in the same field. His research focuses on the construction of markets, mainly for emerging technologies such as IoT, AI, virtual reality, robots, and on how these technology markets should develop processes allowing representation practices, exchange and standardization to legitimize the market and the technology to be appropriated. In his research, he used two main approaches: business networks as a fundamental element for the creation of sustainable business models, and the role of narratives in market creation processes as an agglutinating element in different market practices. He has published his research in industrial marketing journals. Prior to joining the academy, Mauricio was Director of Marketing and Communications for various companies, mainly in the fields of technology and education for ten years. He also has his own technology development company for the industrial and government sector.
  • Scientific Publications & Communications
    • Articles In Peer-Reviewed Journals
      • MENDOZA, Mario A., RODRIGUEZ, Mauricio, LHUILLERY, Stéphane (2021). «A battle of drones: Utilizing legitimacy strategies for the transfer and diffusion of dual-use technologies». Technological Forecasting and Social Change, 166, 120539. [+]
      • BONNIN, Gaël, RODRIGUEZ, Mauricio (2019). «The narrative strategies of B2B technology brands». Journal of Business & Industrial Marketing, 34, 7, 1448-1458. [+]
    • Interventions In Symposiums
      • Communications in a symposium, scientific seminars
        • RODRIGUEZ, Mauricio, GARCIA BAENA, Federico (2021). «Mundane body enhancement. The case of wearable devices». Workshop intersecting the body: identity, performativity, and technology, Neoma Business School (Virtual Campus), June 2021, Reims, France.
        • RODRIGUEZ, Mauricio (2019). «Markets as narrative construction, Nitmkg : « Bringing institutional theory to marketing »». 2nd edition of the “Bringing Institutional Theory to Marketing” Conference, ISC Business School, June 2019, Paris, France.
        • BONNIN, Gaël, RODRIGUEZ, Mauricio (2018). «Markets as narrative constructions; the case of smart cities». 34th Industrial Marketing & Purchasing (IMP) Conference : « From Business to Research and Back Again », 4-7 septembre, Kedge Business School, September 2018, Marseille, France.
        • BONNIN, Gaël, RODRIGUEZ, Mauricio (2018). «Narrative strategies and B2B technology brands». Consumer Culture Theory Conference (CCT) : « Consumer Culture Fairytales » University of Southern Denmark, July 2018, Odense, Denmark.
        • RODRIGUEZ, Mauricio, MENDOZA, Mario A., LHUILLERY, Stéphane (2018). «A battle of drones: utilising legitimacy strategies for the transfer and diffusion of dual-use technologies». DRUID18 Conférence, June 2018, Copenhague, Denmark.
        • RODRIGUEZ, Mauricio (2017). «Making sense of complex business networks in the smart city era». 8th Biennal International Conference on Business Market Management (BMM), European Marketing Academy (EMAC), July 2017, Graz, Austria.
        • RODRIGUEZ, Mauricio, VEGA, Diego (2017). «Making Sense of Humanitarian Operations: The 2010 Pakistan Floods». POMS 28th Annual Conference, Production and Operations Management Society (POMS), May 2017, Seatle, United States of America.
        • RODRIGUEZ, Mauricio, BONNIN, Gaël (2016). «Technology in business markets: toward a cultural perspective». 32th annual IMP Conference : Change and transformation of markets networks and relationships, September 2016, Poznan, Poland.
        • RODRIGUEZ, Mauricio, BONNIN, Gaël (2016). «Narrative strategies to give sense to new technology: the case of Cisco’s Tomorrow starts here campaign». 32th annual IMP Conference : Change and transformation of markets networks and relationships, September 2016, Poznan, Poland.
        • RODRIGUEZ, Mauricio, VEGA, Diego (2016). «Making sense of humanitarian operations». 28th European Conference on Operational Research, the European Association of Operational Research Society and the Polish OR Society, 3 - 6 juillet, Poznan University of Technology, July 2016, Poznan, Poland.
  • Scientific valorisation and dissemination of knowledge
    • Consulting activities
      • Since 2020, Consultancy mission, Ferrea Brewbery, Colombia
      • Since 2019, Consultancy mission, Social Colectivo, Colombia
  • Diplomas
    • 2019, Doctorat en Sciences économiques, Marchés comme constructions narratives, Université de Reims Champagne-Ardenne, France
    • 2018, Doctorat en Sciences de gestion, Neoma Business School, France
  • Pedagogical activities and responsabilities
    • Teaching
      • Since 2018, Fundamentals of Marketing, ESDES, France
      • 2017 - 2017, Marketing B2B, Neoma Business School, France
      • 2016 - 2016, Retail innovation seminar, University of International Business and Economics (UIBE), China (PRC)
      • 2015 - 2018, Research Methodology, Neoma Business School, France
      • 2015 - 2017, Innovation management class, Neoma Business School, France
  • Certificates and training
    • 2016, Nordic Workshop on Relationship Dynamics, University of Turku (UTU), Finlande
    • 2016, Doctoral Colloquium IMP conference, Poznan University of Economics and Business - PUEB, Pologne
    • 2015, Doctoral seminar in Case studies in Management research, Aalto University, Finlande
  • Languages
    • English - Capable d'enseigner
    • French - Capable d'enseigner
    • Spanish - Capable d'enseigner
    • Italian - Capable d'enseigner