Roberto Mora Cortez

Roberto Mora Cortez serves as an Associate Professor in the Department of Business and Sustainability at the University of Southern Denmark (SDU), Kolding campus, with a primary focus on Business-to-Business (B2B) marketing research and instruction. His academic contributions span teaching, publication, and industry engagement within the global B2B domain.

His research expertise centers on B2B Marketing, Market Segmentation, and Quantitative Methods, with significant extensions into Sales, Trade Shows, Customer Journey mapping, and DEI in B2B contexts. His methodological approach combines systematic reviews, survey research, and empirical analysis, emphasizing practical applications for businesses across diverse economic environments including Chile and Peru. Key investigations address segmentation efficacy, digital transformation of trade shows, and the integration of diversity principles into B2B selling frameworks.

Analysis of his 15 most recent publications (2022-2025) reveals dominant trends toward digitalization, sustainability, and inclusivity in B2B practices. His work consistently bridges theoretical frameworks with actionable implementation strategies, particularly in global and emerging markets. Notable thematic clusters include AI-driven business processes, relationship marketing resilience during economic fluctuations, and social media's role in B2B engagement.

No scientific awards, prizes, or fellowships are documented in the available records.

Mora Cortez has supervised at least one bachelor thesis student (Catherine Scheck) and teaches courses including Business-to-Business Marketing, Advanced Quantitative Analyses, and Scientific Research Processes. His academic service includes peer reviewing for the Journal of Business & Industrial Marketing and participation in conferences such as the AMA Winter Academic Conference. International collaborations with Georgia State University and the University of Chile indicate active research networking.

His departmental work within SDU's sustainability-focused business unit involves media engagement on mining industry marketing in Latin America, including contributions to Peruvian business media on value propositions and trade show ROI. Current research trajectories emphasize digital transformation, sustainable innovation, and DEI integration within evolving B2B landscapes.