Paula Rodriguez Torrico

Paula Rodriguez Torrico is an Associate Professor at the Universidad de Burgos, affiliated with the Faculty of Economic and Business Sciences and the Department of Economics and Business Administration. She is part of the R+M+I Research in Marketing and Innovation group and contributes to the PhD program in Legal, Economic, and Social Sciences (UBU).

Her research focuses on Marketing, Market Research, and Innovation, with a specialization in understanding Consumer Behavior in evolving omnichannel contexts. Her doctoral thesis, supervised by Dr. Sonia San Martín Gutiérrez and Dr. Rebeca San José Cabezudo, explored transitions from single-channel to omnichannel usage.

Contact: prtorrico@ubu.es