Inma Rodríguez-Ardura is researching the Internet's impact on pricing strategies and price competition, attitudinal outcomes in consumer adoption of e-commerce-based recommendation systems, and the role and influence of motivations in online consumption.
Inma Rodríguez-Ardura is Associate Professor in the Economics and Business Department of the Open University of Catalonia (Universitat Oberta de Catalunya, UOC), Spain, and Researcher at the Internet Interdisciplinary Institute (IN3-UOC). Prior to joining the UOC she was a member of the Faculty of the University of Barcelona (1995-2002), among other institutions. She is a Professor of Marketing and Electronic Commerce, highly recognized in her field for her investigations into the diffusion of e-commerce, online consumer behavior, and the interface between marketing and e-learning. She has published numerous articles in these areas as well as ten books related to marketing, communication and e-commerce.
Professor Rodríguez-Ardura holds a doctoral degree in Economics and Business Sciences from the University of Barcelona (1998). At the UOC, she has been head of the Marketing Area, Director of the Master Programme in Marketing and Communication Management, and Director of the Bachelor Degree Programme in Marketing and Market Research. For the last year she has been serving as Director of the Doctoral Programme in Information and Knowledge Society.
As a recipient of a Visiting Research Fellowship to the Oxford Internet Institute (OII) of the University of Oxford (2010-2011) she will focus her research activities along three lines: the impact of the Internet on pricing strategies and price competition, the attitudinal outcomes in the adoption of e-commerce-based recommendation systems by consumers, and the role and influence of motivations in online consumption.
e-commerce, e-marketing, consumer behaviour, diffusion, pricing, recommendation systems, motivation
Positions held at the OII
- Visiting Fellow, September 2010 – August 2011
Undergraduate Lecture Series (H8): Doing Business with Empowered Consumers: How the Internet is Transforming Marketing Thought and Strategy
7 March 2011
This lecture will focus on the challenges that companies are facing to satisfy online consumers' demands for more power and value propositions closer to their interests, and the resulting transformation of firms' marketing strategic approaches.
10 January 2011
This workshop aims to facilitate further exploration of the fields and standing of Internet Studies focused on aspects of the consumer and consumer behaviour, and of providing direction for enhancing its substance, significance and impact.