Digital Disruption and Transformation: Customer-Centric Business Models and Strategic Response

Dr. Rodrigo Farinha is a marketing scholar with a Ph.D. in Marketing from Fundação Getulio Vargas – São Paulo School of Business (FGV EAESP), where he specialized in quantitative marketing and completed his degree with distinction. During his academic training, he was a Visiting Scholar at the University of California, San Diego, and at Georgia State University. He is also a Research Affiliate at Northeastern University. As an educator, Rodrigo has taught courses for undergraduate, MBA, and executive education audiences. His teaching experience includes subjects such as Marketing Management, Marketing Channels, Strategic Marketing Planning, Digital Transformation and Disruption, Analytics, and Artificial Intelligence in Business. He has taught at institutions including Fundação Getulio Vargas, the University of São Paulo, and ESPM, and has also designed and delivered in-company programs for organizations such as BASF, John Deere, Syngenta, Adama, EuroChem, and Fiagril. As a researcher, Rodrigo focuses on empirical marketing strategy, applied econometrics, innovation, and artificial intelligence in marketing. His research examines how firms create and capture value through product innovation, ESG-related strategies, and channel decisions. His work has been presented at venues such as the ISMS Marketing Science Conference, Theory + Practice in Marketing, and seminars at institutions including the University of California, San Diego, and San Diego State University. He has also contributed to the academic community through conference organization and reviewing, including his role as Academic Symposium Chair for the IFAMA 35th Annual World Conference in São Paulo. In parallel with his academic work, Rodrigo has developed an international career in strategy consulting and market intelligence. As a Project Manager at Markestrat Consulting Group, he led strategic projects for multinational corporations, venture capital firms, and public-sector organizations. His work included clients such as Bayer, BASF, Syngenta, and UPL, and spanned Brazil, the United States, India, New Zealand, and Europe. Across these engagements, he worked on go-to-market strategy, product launches, innovation, competitive intelligence, and strategic decision-making in complex global markets. Rodrigo also serves as Head of RGD at Decoupling.co, where he leads initiatives at the intersection of artificial intelligence, analytics, and business applications. In this role, he contributes to the development of methods and solutions that transform unstructured market information into strategic insights for decision-making.