CURRICULUM VITAE
Marcelo Calle, PhD
Personal information:
Name: Marcelo Calle
Address U.S.: 3727 SW 73rd Way. Gainesville, FL 32608
Address Ecuador: Naranjos 2-28 y Robles. Cuenca-Ecuador
Phone number: (352) 448-6070 (US) / 011 593-99-987-2397 (ECU)
E-mail: marcelocalle9@gmail.com / marcalle@uazuay.edu.ec
Current Position:
Associate Professor in the Department of Marketing & Management at Universidad del Azuay. Current courses teaching: Market Research, Research & Development, Market Segmentation, Organizational Behavior, Entrepreneurship & Innovation, Applied Marketing (Social Marketing, Political Marketing, Sports Marketing, Tourism Marketing, Real Estate Marketing). Other courses taught: Principles of Marketing, Sales & Merchandising, Principles of Management, Business Management, Human Resource Management, Introduction to Economics, Strategic Management.
Graduate courses taught: Merchandising. Innovation Management. Project Management Cost, Quality & Human Resources (Universidad del Azuay) (www.uazuay.edu.ec) (https://irene.uazuay.edu.ec/scholar/profile-researchers/jaime-marcelo-calle)
Director of International Relations. April 1st, 2021- Present https://international.uazuay.edu.ec/en/contacto
Research Interest: Marketing, Opportunity Alertness, Leadership Skills, Entrepreneurship, Diversification, Management, Consumer Behavior, Agri-business, Strategy & Innovation, and Food Markets.
Education:
PhD University of Florida, Agricultural Operations Management, 2019
Warrington College of Business, UF. Graduate Minor in Management-Entrepreneurship
MBA Master of Business Administration. Universidad del Azuay-Ecuador. 2006
BS Bachelor of Science in Food Engineering, Universidad del Azuay-Ecuador 2002
Professional Experience:
Universidad del Azuay (Cuenca, Ecuador)
Associate Professor (2014-Present), Assistant Professor (2010-2014), Director of Master’s Program (2013-2015)
- Directed Marketing Masters’ Program. Managed $500K budget, recruited local and international professors, oversaw student admission, and supervised overall curriculum and academic theses. Program achieved 15% YoY growth on work placement rate and had direct impact on job promotion of 30% of students.
- Developed new marketing and sales strategies for small and medium business associated to the Municipality of Cuenca. Delivered comprehensive business training and operations tracking, resulting in estimated revenue increase of +20%.
Director of International Relations (April 2021-Present). Universidad del Azuay
Managing and creating international projects, development agreements to exchange students among universities, setting a network research professor at worldwide universities.
University of Florida (Gainesville, FL)
Research Assistant (2015-2018), Teaching Assistant (2018), Tutor University Athletic Association (2018-2019)
- Supported the launch of two new businesses through development of new market segmentation and financial analysis as part of Gainesville Entrepreneurship and Adversity Program (GEAP).
- Co-authored “Government Support in Mexican Agriculture.” Paper analyses benefits and impact of agricultural subsidies in Mexico to be applied in context of the NAFTA renegotiation (2018).
Consultant (Cuenca, Ecuador) | (2003-2015) | (2019-Present)
- Boosted revenue by 25% in a product of Grupo Vazquez as result of improved market size estimation, and sales projection and more robust new business feasibility analysis. Leveraged qualitative and quantitative research tools, market segmentation, and PEST analysis.
Tomisol-founder (Cuenca, Ecuador) | (2003-2012)
- Founded and managed tomato farm with 30% YoY growth. Responsible for conducting market research, developing business plan and securing financing. Managed P&L and day-to-day operations including talent management & ongoing business development.
Owner-manager Distributor Products Sweet-shop (Cuenca, Ecuador) | (2007-2012)
- Increased market share by 7% of market share for a new distributor of consumer products. Developed and executed B2B marketing plan supported by segmentation and clustering analysis to drive focused sales effort.
Pfizer, Inc. (Cuenca, Ecuador) | (1995-2003)
Physician Representative, Training Distributors, Training Pharmacy Dependents
- Drove 30% sales increase in 18 months for assigned product line. Leveraged novel marketing and promotion strategy focused on patients using antidepressant product through enrollment into continuing education program.
Competencies: Market Research, Market Segmentation, Project Feasibility, Data Analysis, Product Management, Entrepreneurship, Sales Management, Team Leadership.
Research and Publications:
Wu, F., Qushim, B., Calle, M., & Guan, Z. (2018). Government Support in Mexican Agriculture. Choices: The Magazine of Food, Farm, and Resource Issues, 33(3). http://www.choicesmagazine.org/UserFiles/file/cmsarticle_647.pdf
Muñoz, O. & Calle, M. (2014). Aproximación a la identificación de oportunidades para el acercamiento comercial entre las ciudades de Medellín – Colombia y Cuenca – Ecuador, desde la perspectiva del turismo de negocios. Revista Retos, 7(1), pp. 63-72.
http://retos.ups.edu.ec/documents/1999140/5794691/Ret_V7_Munoz_Calle.pdf
Working papers in progress:
Calle, M., Ullauri, M., Torres, E., & Peralta, N. (2021). Analysis of variables that influence university student’s perception about virtual education due to COVID-19. Advances in Intelligent Systems and Computing. (Manuscript submitted and under review).
Calle, M., Watson, J.A., Lai, J., & Porter, W. (2021). Measuring the Opportunity Alertness in Small and Medium Scale Florida’s Farmers, and the Probability to Diversify Their Activities. Journal of Rural Studies. (Manuscript in preparation).
Calle, M., Morris, H.M. (2021). Entrepreneurial intentions and the effects of opportunity alertness and risk averseness among university students. Entrepreneurship Theory and Practice. (Manuscript in preparation).
Calle, M., Gao, Z., Zhao, X. (2021). Economic Analysis of Grafted Organic Tomato Production Under a High Tunnel in Florida. HortTechnology, (Manuscript in preparation).
Calle, M., Ríos, M., Álvarez, F., Guevara, N. (2021). Social Marketing and Child Obesity. Journal of Social Marketing. (Manuscript in preparation).
Calle, M., Morris, H. M., Watson, J.A. (2021). The Presence of Risk Propensity in Small and Medium Scale Farmers in Florida could bring Diversification to Their Business. Journal of Developmental Entrepreneurship. (Manuscript in preparation).
Calle, M., Espin, A., Leon, V., Guerrero, B. (2021). The consumer behavior during COVID-19: The role of personality and brand loyalty. Journal of Marketing Research. (Manuscript in preparation).
Calle, M., Tenesaca, J. (2021). Determine the role of opportunity alertness on the entrepreneurial intentions among universities students in Cuenca. Journal of Developmental Entrepreneurship. (Manuscript in preparation).
Calle, M., Pilozo, D., Guerrero, B. (2021). Analysis of purchase intentions by national products: The role of personality and brand recognition. Journal of International Consumer Marketing. (Manuscript in preparation).
Calle, M., Leon, P. (2021). How affect the personality in the purchase intentions of Centennial and Millennials generations. UDA AKADEM. (Manuscript in preparation).
Calle, M., Hamilton, D. (2021). Determine the role of personality in the brand quality perception on the automotive services. Case Anglo. Journal of Relationship Marketing. (Manuscript in preparation).
Calle, M., Morris, M.H. (2022). Determine the role of opportunity alertness and opportunity horizon in poor entrepreneurs involved in commodity trap. Journal of Developmental Entrepreneurship. (Manuscript in preparation).
Conference Presentation:
2019 Florida Section ASABE Annual Conference “The Process of Decision-making in Small and Medium Scale Farmers Regarding to Diversification: The Roles of Opportunity Alertness, Risk-taking Proclivity, and Leadership Skills. Delray Beach, Florida. U.S.
Professional Service:
2021 Editorial Board Member: Journal of Developmental Entrepreneurship JDE
Affiliations: Founder Member of “Global Partnership for Poverty and Entrepreneurship” GPPE
Research Thesis:
2019 PhD “Personal Determinants of Diversification Among Small and Medium Scale Farmers: The Roles of Opportunity Alertness, Risk-taking Proclivity, and Leadership Skills.” University of Florida.
2006 “Business Plan for a tomato agri-business company in the city of Cuenca” http://www.uazuay.edu.ec/bibliotecas/mba/05824.pdf
2002 «Design and manufacture of a Add Flow Enhancer semi-industrial»
http://www.uazuay.edu.ec/bibliotecas/alimentos/03174.pdf
1994 «Elaboration of charqui from Beef»
http://www.uazuay.edu.ec/bibliotecas/alimentos/00624.pdf
Honors & Awards:
UF Graduate School Doctoral Dissertation Award 2019
UF Supplemental Retention Scholarship 2018
UF Latin American-Caribbean Scholarship 2016-2019
University Professor Scholarship by Ecuadorian Government 2015-2019
Mentor for new graduate students to acclimate to the university environment, University of Florida 2017
President of Table Tennis Ecuadorian Federation 2012
Vice-president of Salesians Alumni in Cuenca 2010
Vice-president Athletic Club CAU of the University of Azuay 1999
Elected as Local Best Table Tennis player 1985 / 1986 / 1989 / 1993
Elected as National Best Table Tennis player 1985
Graduate School Adviser: Supervisory Committee Chair:
Marcelo Teran (MBA 2013): “Research of appreciated attributes by consumer in the pharmacies of Cuenca city,” University of Azuay.
http://dspace.uazuay.edu.ec/handle/datos/2516
Francisco Mora (MBA 2014) “Strategic Analysis of the segmentation of first-class restaurants, the city of Cuenca before and after application of the descriptors Segmentation”, University of Azuay.
http://dspace.uazuay.edu.ec/handle/datos/3447
Maritza Aguirre (MBA 2014): “Study plan of Feasibility for production and export of Uvilla to Argentina market”, University of Azuay.
http://dspace.uazuay.edu.ec/handle/datos/3731
Danny Lucero (Master Communication and Marketing 2014): “Sports Marketing: Its effective management can improve economic situation of football clubs,” University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/3741
Christian Quizhpe (MBA 2014): “Development of Competitive Marketing Strategies for the Software Industry in Cuenca (Applied Business Case to Ishida and Associates),” University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/4071
Marcelo Fernando Mejía Mejía (Master Communication and Marketing 2015): “Identification of the preferences of the attributes that parents have in mind when choosing a private educational institution of basic education for their children in the city of Cuenca”, University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/4921
María Gabriela Molina Rivera (Master Communication and Marketing 2016): “Impact of advertising made by Ecuadorian companies on the social network Facebook”, University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/5247
Undergraduate School Adviser: Supervisory Committee Chair:
Jessica Alban (2015). Estrategia de marketing internacional para el turismo médico en Cuenca. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/4620
Gabriel Erazo (2015). Estudio de factibilidad para la implantación de un plantel avícola, para la producción y comercialización de aves de carne, orientado al mercado de Cuenca. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/4876
Tatiana Orellana (2015). Plan de marketing internacional para la comercialización de chompas de lana elaboradas por la cooperativa de producción artesanal “Tejemujeres” del cantón Gualaceo. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/4619
Juan Vazquez (2014). Estudio para la implementación de un Tecnicentro en la ciudad de Cuenca. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/3618
Diego Vera (2013). Guía para la implementación de PYMES en la Industria Alimentaria de la Ciudad de Cuenca. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/3270
Diego Plaza, Veronica Recalde (2013). Proyecto de inversión para la creación de una distribuidora al por mayor y menor de ropa americana para mujer en la ciudad de Cuenca. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/3084
Diego Pauta (2013). Levantamiento de información del avance tecnológico y de la inserción del Ingeniero en Alimentos en la industria de alimentos para la ciudad de Cuenca durante el periodo 2002 – 2012. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/3269
Juan Mata (2013). Análisis de las tendencias actuales de alimentos funcionales (health and wellness) y la disponibilidad de los mismos en los principales supermercados de la ciudad de Cuenca. University of Azuay. http://dspace.uazuay.edu.ec/handle/datos/3268
Courses and Seminars Taken:
2020 “Data Analysis: Methodology and Strategy” Roberto Todeschini, University of Azuay
2018 “Graduate Assistant Teaching with Technology Program” at University of Florida
2015 “Research Methodology” Universidad Nacional de Rosario – Argentina
2015 “Change and Organizational Culture” Universidad Nacional de Rosario – Argentina
2015 “Marketing Management” Universidad Nacional de Rosario – Argentina
2015 Course of pedagogy and teaching experiences, Universidad del Azuay
2014 “Decisions Models” Universidad Nacional de Rosario – Argentina
2014 “Epistemology” Universidad Nacional de Rosario – Argentina
2014 “Research Ethics” Universidad Nacional de Rosario – Argentina
2014 “Market Research: Quantitative” University of Azuay
2005 “Strategically Enterprise Management” Salesian Polytechnic University
2000 “Management Marketing” INCAE Business School – Nicaragua
1998 “English for Professionals” University of Cuenca eight semesters
Sports Achievements as a table tennis player:
UF Table Tennis in Teams Competition 9th Place in NCTTA Nationals 2017-18
UF Table Tennis in Teams Competition 3rd Place in NCTTA South Regionals 2017-18
UF Table Tennis Individual Competition 2nd Place NCTTA Northern Florida Division 2017-18
UF Table Tennis in Teams Competition 1st Place in NCTTA Northern Florida Division 2017-18
UF Table Tennis in Teams Competition 4th Place in NCTTA South Regionals 2016-17
UF Table Tennis in Teams Competition 1st Place in NCTTA Northern Florida Division 2016-17
Member of the National Team of Ecuador in Table Tennis 1981-1996 in different categories
Captain of the National Team of Table Tennis of Ecuador from 1989 to 1996
First place many years in National Championships in different categories and types like individual, doubles, mix and team’s competition
Gold medal in International Bolivarian Games individual and team’s competition 1985
Gold medal in international Bolivarian Games team’s competition Bolivia 1993
Third place South Americans Games Team´s competition Venezuela 1994
Participation in Pan-American Games USA (1987), and Cuba (1991)
Participation in the Table Tennis World Championships in Germany (1989)
Training for 2 months in Italy with National Team 1991
Training for 3 months in Japan at Dojho Tamasu Co. Butterfly 1987
Second place in US Open Miami 1987 U 2300
Technology skills: More than two years’ experience teaching online using zoom platform, using Moodle system through campus virtual to interact, and share material with students. Stata, SPSS, Dropbox, Office: Word, Excel, Power Point.
Certifications: Expert in Company Appraiser by valuation of corporate assets. Superintendence of Companies, Ecuador
Language: English (fluent), Spanish (native). Italian (intermediate), and Portuguese (intermediate).
Twitter: @marcelocalleca
marcelocalle 