Co-written with Noe Moreno 

Valentina Hurtado Uribe, a graduate assistant for the Marketing Department, and Joseph R. Reed, a former Marketing Department graduate in Supply Chain Management, recently received a Distinguished Research Award by the Institute for Global Business Research, (IGBR). Valentina and Joseph presented their research, “Emerging Future of Trucking Industry with Automation: Integrating Human Driving Capabilities and Artificial Intelligence,” at IGBR Spring 2023 International Conference. Their research covers the emerging future of the trucking industry for integrating artificial intelligence (AI), with the capabilities of humans to help solve and improve the challenges the trucking industry faces, regarding labor shortages, increased competition, deregulation, fuel prices, and the constant search to reduce costs and improve efficiency. To get a further look at their work, I have asked Valentina to answer a few questions and tell us a bit about the research. 

When Valentina was asked to talk about the hardest part of developing the research she stated, “Having a lack of knowledge concerning the topic at the beginning of developing this presentation. I had to do a lot of reading and research to get a better and more thorough understanding of the topic.” Last fall, then undergraduate student, and co-author Joseph R. Reed began working on the development of the research for MKT 494 and MKT 496 under the supervision of Dr. Ismet Anitsal; which Valentina found to be an interesting topic that sparked her interest which eventually led to her joining in developing the research as the principal author. Valentina expressed, “I liked how Joseph, and I combined our skills, I was really happy about how his experience more technical oriented – and I am more detail oriented – how we combined his knowledge and my writing skills, I think we made a really good team.” Furthermore, they are currently working on a second paper that is more quantitative and based on expert opinions. While working on the papers concurrently for a while, it was helpful in the development of their first research paper.  

Further expanding on what Valentina wishes that others gain from the research is, “That if someone is not from the industry, that it will be easy to understand and simple to follow along with. The model that we have proposed is simple and interesting.” Referring to their proposed model in the research, “A model of technology-based trucking options.” The model consists of three circles (Traditional Trucking, Fully Automated Trucking, and Partially Automated Platooning), which overlap to create four sections that represent further categories that are then shaded based on their development timeline.  

Additionally, I was able to get a statement from Joseph, where he states, “I started my academic research journey through an internship credit class with Dr. Ismet Anitsal, I was working towards a bachelor’s degree in supply chain management and working at Wilson Logistics as an intern. This internship sparked my interest in the logistics trucking industry. Through guidance from Dr. Ismet Anitsal I began researching Autonomous Vehicles technology in the trucking industry, this is the future of the industry. After many nights of research and writing, my part of the paper was complete, Dr. Ismet Anitsal then took careful consideration and brought Valentina a highly qualified marketing student into the research, Valentina put many professional refinements on the research paper and professional sources… This research was well received at the conference and earned the paper a distinguished research award.” After gaining this experience, Joseph mentioned that he would continue pursuing academic research and attend the University of Arkansas to get his master’s in supply chain management. 

Hoping to eventually get their research submitted and published by an academic journal, Valentina will be taking their feedback from the IGBR and continue to further develop their research. For now, Valentina and Joseph, would like to send thanks to their supervisors and mentors, Dr. Ismet Anitsal and Dr. M. Meral Anitsal; for their helpful contributions and support in the development of the research which has garnered a distinguished research award from the IGBR.  

The Marketing Department is proud of Valentina and Joe’s hard work and accomplishments. Congratulations, Valentina, and Joe!