Andrés Barrios Fajardo

Andrés Barrios Fajardo is an Associate Professor in the Faculty of Management at Universidad de los Andes, Colombia, where he also serves as Director of the PhD in Administration and the Master of Research in Administration (MIA). His academic work is centered in the Department of Marketing, and he teaches courses in market research, qualitative studies, and digital transformation across undergraduate, master’s, and doctoral programs.

He earned his PhD in Marketing from Lancaster University (United Kingdom) in 2013, an MBA from Universidad de los Andes, and a Bachelor’s degree in Civil Engineering from Universidad Javeriana. His educational background reflects a multidisciplinary foundation that informs his research at the intersection of business, society, and development.

Barrios’ research focuses on transformative consumer research, service-dominant logic, and entrepreneurship in contexts of poverty, social conflict, and post-conflict reintegration. His work explores how marginalized communities—such as forced migrants, ex-combatants, and rural women—navigate economic and social challenges through innovative market practices. He emphasizes value co-creation, institutional voids, and the role of intermediaries in fostering inclusive development.

His recent publications (2022–2025) span topics including time poverty among women farmers, climate change adaptation by nature-dependent prosumers, nonprofit fundraising in the digital age, and the socioeconomic reintegration of ex-combatants. These works appear in journals like the International Small Business Journal, Journal of Services Marketing, and Journal of Public Policy and Marketing, reflecting a strong interdisciplinary and socially impactful research trajectory.

He has received research funding from organizations such as WWB Fondo Fundación and the Newton Fund-Colciencias for projects on women entrepreneurs in coffee-growing regions and entrepreneurship in post-demobilization zones. His leadership in doctoral education is evident through his supervision of students like Hector Erlendi Godoy Hernandez, whose research examines organizational adaptation and regional development.

Barrios is affiliated with the research group "Markets and Decisions" and contributes to advancing macromarketing perspectives from Latin America. He is also involved in initiatives related to peacebuilding, community entrepreneurship, and human rights in complex environments.