Researching marketplace inequalities and complex consumer journeys.
Dr. Trujillo Torres continues to explore how consumers navigate complex marketplace experiences and how inequalities shape access, opportunity, and well-being. Her ongoing research builds on these themes to examine emerging challenges and their implications for consumers and society.
Current Research
“Stitched Together: Sectoral Capability Upgrading and the Collective Path from Contract Manufacturing to Consumer Brands"
with Zahra Sharifonnasabi and Mariela Barbu.
This study examines how sectors located in emerging economies and with limited resources acquire and mobilize marketing capabilities to transition from B2B to B2C markets.
“Contested Market Orientation to Deliver Patient-Centric Health Care"
with Gregory Carpenter, Beth DuFault, and Ashlee Humphreys
This investigation advances a new framework to explain how institutionally complex organizations achieve market orientation to serve today's healthcare consumers.
“Marketing Hope for Consumer Responsibilization"
with Benét DeBerry-Spence, and Furkan Adem Guven (PhD student)
This study offers a historical perspective on how hope has been leveraged by marketers in the cancer care market to mitigate risks faced by consumers in their cancer treatment journeys
Explore Her Work
Published Research
Journal articles and research contributions
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Service & Recognition
Academic leadership, awards, and service
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Teaching
Teaching philosophy, courses, and mentorship
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