Si Se Puedo, Estoy Doctora Troncoza

Through hard work and perseverance, in July 2023 I graduated from the Coles College of Business at Kennesaw State University in Georgia with a PhD in Marketing. I completed my MBA (finance) at Pepperdine University, obtained an undergraduate degree in psychology at California State University Northridge, and recently obtained a certification from Harvard’s new business analytics program (HBAP). 

My research interests lie in the area of services marketing and include 

- Consumer Behavior research: emotional behaviors, consumer experiences such as premium buying, temporal impacts, and relational attributes.

- Firm resilience, relational attributes, and sustainability

- Future research streams innately must integrate technology such as self-service, electronic negotiation systems, and organization automation.

I have served as a reviewer for a variety of journals. I also have experience as an adjunct instructor for undergraduate and graduate topics in marketing including international marketing, pricing, and marketing informatics. Spending twenty-five years in hospitality has provided practical experience and knowledge that is used to inform new academic research.

Being a researcher and discovering new theories and innovations have always been a life dream.  I look forward to being a world expert in my field and contributing to both academia and business marketing! Additionally, having the opportunity to teach marketing allows me to utilize my business networks and travel experiences across the globe.

"Designed for aspiring and established leaders in any industry, the program leverages a rigorous cross-disciplinary curriculum to help students not just analyze data but understand it, translate it, and incorporate it into strategy at the top levels of their organizations." Learning that data analytics is more than SEO optimization and excel spreadsheets was an eye-opener. Companies can take different attributes of their business and predict not only with multivariate models but also with integrating AI and Neural Networks. 

I attended and taught as an adjunct professor in Marketing at Pepperdine University's MBA program in Malibu, California. I taught value pricing under the marketing MBA program and data informatics under the MSBA program.

Being part of the PhD Project has provided support in navigating an environment that lacks people of color. It has been rewarding and uplifting with so many great mentors and scholars willing to give back by providing their precious time to offer guidance, knowledge, and network connections. I am proud to be part of such a great organization.

https://phdproject.org/

Early publications with a great group of Scholars.  

Miller, C. J., Samper, A., Mandel, N., Brannon, D. C., Salas, J., & Troncoza, M.  (2021). Activity apprehension in experiential purchases. Journal of Services Marketing. 35(4), 516-534. doi: 10.1108/JSM-09-2020-0391

Miller, C. J., Brannon, D. C., Salas, J., & Troncoza, M. (2021). Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products. Journal of the Academy of Marketing Science, 49(6), 1043-1064. doi:10.1007/s11747-021-00791-1

Miller, C. J., Sajtos, L., Lemon, K. N., Salas, J., Troncoza, M., and Ostrom, L. (2022). Longitudinal upgrades and asymmetric effects of satisfaction and perceived-value. Journal of Services Marketing. ahead-of-print. 10.1108/JSM-12-2021-0475

Troncoza, M.L., Parke, P., McCain, C., Sinha, M. (2023). Independent Restaurants’ Pandemic Survival Toolkit: Thriving on Community Resilience: An Abstract. In: Jochims, B., Allen, J. (eds) Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs. AMSAC 2022. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi-org.proxy.kennesaw.edu/10.1007/978-3-031-24687-6_136

Rutherford, B., Troncoza, M., Ambrose, S., Nwamaka, A., Matthews, R. (2023). One does not fit all: What is in a Salesperson Sample? Journal of Personal Selling & Sales Management, Pending Print.

Education is important to me, to have the luxury of continued education is a gift.  Launching Viking Cruises first learning management system and learning program gave me great joy.

There is nothing more natural than teaching someone else all your secrets, knowledge and internal thoughts.  I've enjoyed seeing my mentees grow into executive and leadership positions!

"Without the right technological tools and support, there is no innovation"  Martha Troncoza

"When freedom is taken for a lengthy amount of time, one must question who they are and how do they belong?"  Martha Troncoza

"Something to prove is an innate burning desire to be something bigger and better than oneself."  Martha Troncoza

"How does one know if an idea will work if it has never been tried?"  Martha Troncoza