From 2007 to 2012, Lisa Peñaloza was Professor of Marketing at EDHEC Business School, but now she teaches at Bordeaux Management School. Her ethnographic research strives to understand the intricate interplay of cultural signification and economic valuation by consumers in their daily lives in families and communities with that of marketers in business organizations. Recent projects explore the impacts of remittances in Mexican families, credit in the American white middle class, and the market challenges of foreign companies in emerging markets and of businesses striving for environmentally and socially sustainable operations. Previous projects examined the joint production of cultural traditions and memories by ranchers and consumers at a western stock show, and the mutual adaptation of Mexican immigrant consumers in the U.S. with the marketers who do business with them. Her research has been published in the Journal of Consumer Research, Journal of Marketing, Consumption, Markets and Culture, Public Policy and Marketing, International Journal of Research in Marketing, Marketing Theory, Journal of Strategic Marketing, and the International Journal of Sociology and Social Policy.