Ph.D. Student Spotlight

Constanza Urdaneta Romano

Constanza Urdaneta Romano is a Ph.D. candidate in the marketing strategy track; she is co-advised by Rex Du and Vijay Mahajan. Her research examines how marketing shapes organizations from the inside out, influencing employees, brands, and firm performance. She studies how firms build employee-based brand equity, use branding and internal communication to attract and retain talent, and structure the role of marketing within the firm and its top management team. Her work also examines gender disparities across marketing roles and has been presented at the AMA Marketing Strategy Consortium and ISMS Marketing Science Conference. Her broader research agenda seeks to understand marketing as a strategic capability that extends beyond customer markets, shaping human capital, internal decision-making, and firm value. More information, including her CV, is available at her website.