María del Carmen Martínez Serna, Ph.D. in Business Administration Professor and researcher in the Department of Marketing at the Universidad Autonoma de Aguascalientes. Ph.D. in Business Administration, Universidad Autonoma de Aguascalientes, 2003 M.B.A., Universidad Autonoma de Aguascalientes, 2000 Bachelor’s Degree in Business Administration from Universidad Autonoma de San Luis Potosí, 1984 Current research interests: Sustainability, eco-innovation, management Previous research interests: Business administration and strategy, strategic orientations. Recognition by the Consejo Nacional de Humanidades, Ciencias and Technologías (CONAHCYT) as a Level II member of the National System of Researchers. National recognition as a Profile in the Perfil en el Programa para el Desarrollo Profesional Docente (PRODEP) of the Secretaría de Educación Pública (SEP). Member of the Academic Corps for Small and Medium-Sized Enterprises recognized as Consolidated by PRODEP-SEP. Currently teaching at the undergraduate, master’s, and doctoral levels.