4 questions to Mauricio Rodriguez, new teacher-researcher at BSB
On January 6, 2025, Mauricio Rodriguez joined BSB's CEREN (Center for Business Research) as part of the Digital Leadership research axis, on the Lyon campus. Presentation of his profile and his expertise through this interview.
Introduce yourself in a few words...
“Passionate about technology, I devoted the first ten years of my career to marketing in the tech sector. I worked in companies such as Hewlett Packard, Bizagi, KPMG and, at the same time, I created my own company dedicated to the development of tailor-made software for businesses and government institutions. Then, I decided to turn to the academic world in order to explore marketing from a different perspective, focusing on the adoption and acceptance of emerging technologies.
I have a doctorate in marketing from NEOMA Business School, where I studied the market dynamics of smart cities, and a doctorate from the University of Reims Champagne-Ardenne, with a specialization in economic sociology.”
What are your areas of research expertise?
“My research focuses on the structuring of markets for emerging technologies. It specifically addresses the practices of representation, exchange and standardization of the market. Through narrative theory, I explore how different types of stories (utopian, dystopian, realistic, or fictional) affect stakeholder perceptions and influence the acceptance of innovations. This highlights how emerging technologies can gain legitimacy and, ultimately, establish themselves in their respective markets.
Passionate about technology, I am involved in fields such as artificial intelligence, virtual reality, virtual reality, robotics, nanotechnology and Human Improvement Technologies (TAH), we also speak of augmented human, referring to the English term. Human Enhancement Technologies). My research focuses on understanding how these innovations are represented and perceived in markets, and how stories can be used to support their legitimacy and adoption.”
Can you describe the impact of your research?
“From a theoretical point of view, my research contributes to the constantly evolving field of market research, providing insights into the mechanisms of market structuring. I see how stories influence stakeholder perspectives and how standardization practices facilitate the acceptance of emerging technologies. This research offers a nuanced understanding of how markets adapt to incorporate innovative solutions, by shedding light on the processes that promote their adoption.
From a practical perspective, I help managers understand how to present emerging technologies effectively, ensuring that innovations are not only noticed but also adopted by end users. By bridging theoretical frameworks with practical strategies, my work supports the development of narratives that reinforce the legitimacy and attractiveness of new technologies in the marketplace.”
What is your current work?
“Currently, I am working on a variety of projects that cover different sectors and technological applications. One of my key projects focuses on the role of virtual reality in tourism, especially its use on heritage sites. I am studying how narrative immersion improves visitor engagement and transforms visitor experiences.
Another of my projects explores the influence of dystopian science fiction on how audiences perceive cutting-edge technologies that are not yet available on the market. This research aims to understand how these types of stories can influence attitudes towards future innovations.
In addition, I am studying how personality traits influence the adoption of wearable technologies such as smartwatches. Finally, I am investigating the consumption of tabletop role-playing games and the importance of sublimation, as well as the meaning of players' decision-making power in the formation of collective desire through collaborative storytelling.”
