Morehouse College recognizes the outstanding scholarship of Dr. Roberto Mora Cortez, Assistant Professor in the Department of Business Administration, whose 2025 research and conference contributions continue to push the boundaries of knowledge in business-to-business (B2B) sales, marketing, and diversity.
This year, Dr. Mora Cortez has published multiple groundbreaking articles in leading journals:
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“DEI in B2B Selling: A Systematic Review and Research Agenda” in the Journal of Personal Selling & Sales Management — A comprehensive review and forward-looking research agenda on diversity, equity, and inclusion in B2B selling.
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“Deploying the B2B Customer Journey: A Pragmatic Framework for Implementation” in the Journal of Business & Industrial Marketing — This article proposes a customer journey model tailored for B2B settings, with practitioner guidance.
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“The Future of B2B Trade Shows: Drivers of Transformation from a Process View” in Industrial Marketing Management (Vol. 129, pp. 151-165) — Examines changes in trade shows through a process lens, including cultural, commercial, and digital influences.
In addition to his publications, Dr. Mora Cortez presented his paper, “African American Students’ View on the B2B Sales Profession,” at the 2025 American Marketing Association (AMA) Summer Academic Conference in August. His presentation shed light on the perspectives and career aspirations of African American students in the sales field, offering valuable insights for both academia and industry as they work to diversify the profession.
Through his prolific research and thought leadership, Dr. Mora Cortez continues to advance scholarship at the intersection of B2B marketing, DEI, and customer engagement, while also amplifying student voices in critical industry conversations. His contributions reflect Morehouse College’s commitment to producing knowledge that not only informs business practice but also drives inclusivity and transformation across industries.
Tag(s):
Business and Economics