Dr. Roberto Mora Cortez, Visiting Assistant Professor, has made significant strides in the field of business-to-business (B2B) marketing and market segmentation, securing multiple high-impact publications and earning a prestigious editorial leadership role, further cementing his influence in academic and industry research.
Dr. Mora Cortez, along with his co-authors, published the article "B2B Market Segmentation – An Analysis of Current Practices and Their Implications" in the prestigious Journal of Business Research. This study provides a deep dive into how B2B firms segment markets in real-world scenarios, offering valuable insights for industry professionals and scholars alike.
He also contributed another major publication, "Sampling and Sample Size in B2B Marketing: Current Practices and Recommendations," published in Industrial Marketing Management (Vol. 125, pp. 71-86). This research critically examines sampling approaches in B2B marketing studies, analyzing high-impact journals from 2013 to 2023 to identify best practices and areas for improvement.
By addressing how researchers approach sampling in B2B studies, this work aims to enhance the rigor and reliability of future marketing research—an essential contribution to the academic and professional marketing community.
Starting the new year with a remarkable milestone, Dr. Mora Cortez has been named Co-Editor-in-Chief of the Journal of Business & Industrial Marketing. In this leadership role, he will oversee the publication of cutting-edge research, mentor emerging scholars, and shape the future of B2B marketing scholarship.
Dr. Mora Cortez’s recent accomplishments reinforce Morehouse College’s commitment to excellence in business education and research. His contributions to market segmentation, B2B marketing, and research methodology will continue to influence both academic thought and real-world business strategies.
We congratulate Dr. Mora Cortez on these significant achievements and look forward to his continued impact on Morehouse College, the global business research community, and the future of B2B marketing.
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Business and Economics