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Cecilia Ruvalcaba, PhD

Assistant Professor of Marketing

Contact

Phone: 209.946.2627
Email: cruvalcaba@pacific.edu

Education

University of California Irvine, Ph.D.

Loyola Marymount University, M.B.A.

DeVry University, B.S.

Curriculum Vitae 

Cecilia Ruvalcaba is an Assistant Professor of Marketing at the Eberhardt School of Business at the University of the Pacific. Dr. Ruvalcaba received her Ph.D. in Marketing from the University of California Irvine. She has a Master of Business Administration with special emphasis in Marketing Management and International Business from Loyola Marymount University, and a Bachelor of Science degree in Business Administration with emphasis in Business Information Systems from DeVry University. She began teaching a decade ago and has taught several marketing courses including; introduction to Hispanic culture, principles of marketing, marketing management and international marketing. Her research focuses on phenomena related to markets, legitimacy, cocreation, and multicultural marketing in the context of the Hispanic market. She has presented her work at academic conferences and recently published a chapter on Hispanic small business and their adoption of internet technology.

 

EBERHARDT SCHOOL OF BUSINESS
Marketing Management (B.S.)

UNIVERSITY OF LA VERNE
Principles of Marketing (B.S.)
Marketing Management (MBA)
International Marketing (B.S./MBA)
Introduction to Hispanic Culture (MBA)

UNIVERSITY OF CALIFORNIA IRVINE
International Marketing (B.S.)

 

PEER REVIEWED CONFERENCE PRESENTATIONS

  • Ruvalcaba, C. (2015). Market Legitimacy: An Investigation into the Institutionalization and Legitimation of Hispanic Cultural Markets. Consumer Culture Theory Conference. Fayetteville, Arkansas. (Presentation)
  • Ruvalcaba, C. (2015). Market Legitimacy: An Investigation into the Institutionalization and Legitimation of Cultural Markets. American Marketing Association Winter Marketing Educators' Conference. San Antonio, Texas. (Poster)

PUBLICATIONS

  • Ruvalcaba, Cecilia and Alladi Venkatesh (2015), "An ethnoconsumerist approach to Hispanic small businesses' adoption of internet technology," in The Routledge Companion to Ethnic Marketing, Ahmad Jamal, Lisa Peñaloza and Michel Laroche eds. Oxon and New York: Routledge.

RESEARCH IN PROGRESS

  • Market Legitimacy: An Investigation into the Institutionalization and Legitimation of Cultural Markets (manuscript in preparation for submission to Consumption Markets and Culture)
  • Legitimation of Value Co-Creation in Markets (manuscript in preparation for submission to Marketing Theory)
  • Hispanic Small Business and Technology Adoption: A Look at Social Media (with Alladi Venkatesh; data collection)
  • Cultural Segmentation and Identity Conflict: Market Measurements in a Multicultural World (with Jennifer Zarzosa, Cinthia Satornino and Rebeca Perren; literature review and data collection)
  • Consumer Welfare or Predatory Practices? The Seduction of Higher-Education and Its Impact on Vulnerable Consumers: An Analysis of Higher-Education Marketing Practices. (with Lauren Louie and Jennifer Zarzosa; Data for first study collected)