Guillermo Bermúdez González

Guillermo Bermúdez González is an Associate Professor at the University of Málaga with more than two decades of academic experience in marketing, sustainability, circular economy, and digital innovation. His research agenda integrates internal and relational marketing, sustainable development and marketing social, and the application of advanced digital technologies such as artificial intelligence and immersive environments to value creation and customer experience. He is Principal Investigator of the PAIDI research group SEJ-314 “Implantation of Marketing Strategies in SMEs” and has participated as IP or co-IP in several competitive European and national research projects, including EU-funded programmes such as EDUCERE and X-ACT. His work has resulted in publications in high-impact international journals indexed in JCR and SSCI, addressing key challenges related to circular economy adoption in SMEs, sustainable consumer behaviour, internal marketing, and technology-driven organisational transformation. His research activity is complemented by extensive experience in knowledge transfer, including the direction of university chairs, applied research contracts with public administrations and companies, and the development of tools and models adopted in real organisational contexts. He has also conducted multiple international research stays at recognised centres such as the University of Westminster and the University of Algarve, strengthening his international academic network.