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Beatriz Itzel Cruz Megchun
Beatriz Itzel Cruz Megchun is an assistant professor of design and innovation at the Dr Robert B. Pamplin, Jr School of Business at the University of Portland. Her research has two streams. One focuses on the role and value of design in organizations from the strategic to the operational level and the role of design in technological innovations, social innovations and responsible innovations. The second stream centres on exploring the value of brand experiences in global brand management. She is interested in creating instruments that facilitate the design of retail spaces, services and identities for global brands. She has over fifteen years of experience consulting in the creative, manufacturing and new technology industries. She also participates in projects with non-governmental organizations and governmental institutions addressing social inequalities.
Contact: University of Portland, Dr Robert B. Pamplin, Jr School of Business, 5000 N. Willamette Blvd. Portland, OR 97203-5798, USA.