Our Faculty

Pável Reyes-Mercado

Full-Time International Visiting Faculty
  • Electronics Engineering
  • MBA
  • PhD in Managerial Science

Pável Reyes-Mercado is Professor of Marketing at the Universidad Anáhuac México, where his research analyses the adoption of technological innovations in the marketing discipline, and consumer-tech interactions. He has professional experience in Alcatel, Coca-Cola Femsa, HSBC Bank, and consulting agencies. He is a member of Academy of Marketing Science and holds a PhD in Management Science from EGADE Business School, Mexico.

Teaching Areas

  • Marketing fundamentals
  • Pricing strategies in marketing
  • Marketing for financial products


  • Manufacturing analyst at Coca-Cola Femsa.
  • Service delivery manager at HSBC Bank.
  • Associate consultant

Training & Consulting Areas

  • Marketing study designs
  • Statistical data analysis

Research Area

  • Technology adoption in marketing
  • Consumer-technologies interaction

Current Research Interests

  • How blockchain creates value for firms
  • Increasing intentions to visit vacation destinations with virtual reality trials

Professional Affiliation

  • Member of the Academy of Marketing Science
  • Associate Editor of the Emerging Market Case Studies


Journal Articles
    Selected journal papers
  • Florea, D. L., Nieto-Saucedo, M. E. R., & Reyes-Mercado, P. (2022). Unveiling professional service providers' willingness to educate: A configurational approach. Industrial Marketing Management, 107, 222-237.
  • Reyes-Mercado, P., Barajas-Portas, K., Kasuma, J., Almonacid-Duran, M., & Zamacona- Aboumrad, G. A. (2022). Adoption of digital learning environments during the COVID-19 pandemic: merging technology readiness index and UTAUT model. Journal of International Education in Business, 16(1), 91-114.
  • Reyes-Mercado, P. (2018). Adoption of fitness wearables: Insights from partial least squares and qualitative comparative analysis. Journal of Systems and Information Technology, 20(1), 103-127.
  • Reyes-Mercado, P. (2017). Adoption of renewable energy technologies in Mexico: The role of cognitive factors and innovation attributes. International Journal of Energy Sector Management, 11(4), 626-649.
  • Verma, R., Rajagopal, & Mercado, P. R. (2013). Impact of service co-creation on performance of firms: the mediating role of market oriented strategies. International Journal of Services and Operations Management, 15(4), 449-466.
  • Reyes-Mercado, P. (2021). FinTech Strategy: Linking Entrepreneurship, Finance, and Technology. Springer Nature.
  • Reyes-Mercado, P., & Hernández, G. J. L. (Eds.). (2018). Reverse Entrepreneurship in Latin America: Internationalization from Emerging Markets to Developed Economies. Springer.
  • Reyes-Mercado, P. (2016). Eco-innovations in emerging markets: Analyzing consumer behaviour and adaptability. Springer.
Case studies
    Selected case studies
  • Valdés-Cervantes, V. H., & Reyes-Mercado, P. (2022). Kapter: pursuing innovation and competitive advantage in the Mexican B2B ecosystem. Emerald Emerging Markets Case Studies, 12(4), 1-21.
  • Reyes-Mercado, P. (2017). Bankaool Bank: architecting an online-only financial brand. Emerald Emerging Markets Case Studies, 7(3), 1-17.