Dr. José Rojas Méndez

Biography

José Rojas-Méndez is a Professor at the Sprott School of Business at Carleton University, specializing in International Business and Marketing. He holds a Bachelor's degree in Accounting Auditing from Universidad de Talca, an MBA in Business Administration from the University of Ottawa, and a PhD in Marketing from the University of Manchester. His research interests encompass a robust combination of consumer behavior and international marketing, focusing on constructs such as national brand personality in developing countries, xenocentrism, and strategies for international positioning. He has developed models like the National Brand Molecule, which offers a comprehensive approach to attract resources for developing countries by enhancing their market profiles. Rojas-Méndez's innovative X-Scale tool helps identify consumer preferences in developing nations, aiding businesses in global expansion. Besides his academic work, he has served as Associate Editor for the European Journal of Management Business Economics and Editor-in-Chief for the Multidisciplinary Business Review. His extensive research has involved collecting data from twenty-two countries, reflecting diverse languages and cultures, contributing valuable insights to the field of international marketing.

Research Interests