Alonso Martinez

Senior Lecturer


B.S. (Civil Engineering), B.A. (Business Administration), M.B.A. and M.S. (Operations Research), Wharton School of the Unviersity of Pennsylvania

Joined CBS in 2011

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Alonso Martinez

502 Uris




Teaching and research interest

Professor Martinez’s current focus is doing research, teaching and advising clients about business strategies to capture and foster growth in emerging markets. He brings over 25 years of consulting experience to Columbia. He also directs an ongoing project at the Wharton School´s Lauder Institute on development patterns in emerging markets and provides strategic advice to leading companies on this topic.

The “Consumption Patterns in Emerging Markets: Catching Growth Waves and Anticipating Transitions” project started in 2008, jointly sponsored by Booz & Company and the Lauder Institute. The project focuses on understanding to what extent consumption in emerging markets develops in common and thus predictable ways. Over the past three years Mr. Martinez and the teams of graduate students involved have done research in China, India, Russia, Egypt, Brazil and Mexico, covering both wealthier cosmopolitan and poorer rural markets. The research is producing improved frameworks to guide growth strategies in emerging markets.

Professor Martinez previously was a Senior Vice President with Booz Allen Hamilton based in New York, where he led the Consumer Products team in the Eastern United States, focusing on growth and strategic transformation for global multinationals. He retired in 2007 after 25 years with the firm. Since joining Booz Allen in 1982 in the Sao Paulo office, Mr. Martinez gained broad experience across the Americas. He lived in Brazil for twelve years being elected as a partner in 1990, opened the firm's offices in Buenos Aires and Bogotá, and has managed the Andean Region and Mexico. He was promoted to Senior Partner and moved to the United States in the year 2000 with global responsibility for major client relationships.

Professor Martinez has worked with many of the world's largest multinationals and leading local groups in the consumer products, media, and steel and construction materials industries. His experience includes global growth strategies, market entry strategies, new business development, mergers and acquisitions, sales channel development and optimizing investments in marketing and innovation to fuel growth. He has particular interest and expertise in the above issues as they relate to emerging markets.

Professor Martinez has served on the Board of Booz Allen Hamilton and of several corporate and advisory boards. He has published multiple articles in Strategy & Business and other business magazines.

Professor Martinez is fluent in English, Spanish and Portuguese.


AB-InBev’s Acquisition of Anheuser-Busch: Summer 2014
Author(s): Alonso Martinez

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Walmart: From China to India: Winter 2012
Author(s): Rajeev Kohli, Alonso Martinez

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