Blog of the GREITM resarch group, with a focus on generation and dissemination of knowledge in Innovation, IT Management and Entrepreneurship. 

11 April 2019 | Posted by Editorial Team GREITM


The Innova Institute from La Salle - URL was represented at the 8th Symposium of CONACYT Scholarship Holders in Europe 2019 with the research work "Digitalization in the sports industry" by Marcela Garza, a Ph.D. student who presented her progress on her thesis topic.

This annual scientific event took place from April 3rd to 5th, organized since 2011 by the Maison Universitaire Franco-Mexicaine (MUFRAMEX), in collaboration with the National Council of Science and Technology of Mexico (CONACYT) and the European Parliament in Strasbourg, where it was held. Approximately 100 Mexican fellows from 13 different European countries found a meeting place that allowed exchanges and promoted synergies between them and with the Mexican and European scientific and institutional personalities invited.

Marcela's work

Marcela Garza is a Ph.D. student currently doing her investigation at the GREITM research group. Her work seeks to understand the way organizations of the sports industry can take advantage of new digital technologies. By employing a systematic literature review, this study aims to map the impact of digitalization and how they could maximize the sports industry value, business strategies, and processes.

She has a bachelor's degree in Communication and Information Sciences with a post-graduate degree in Audiovisual Communication. Plus, she holds a master's degree in Technology Management at La Salle – Ramon Llull University. Currently, as a Ph.D. candidate at the GREITM research group, she is working on a thesis focused on the analysis of sports event sponsorship activations in the digital environment.



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