American Studies

Jose Solorzano Zavala - Media and Technology in Postwar America

Shortly after graduating, Jose established a brick and mortar location for his wholesale branded-merchandise and professional services business, Kustom Life Company. He and his team consult, design, manufacture, and fulfill branded products for small to large sized companies throughout the United States. As Chief Executive Officer, Jose provides financial, operational and strategic direction for the company and directly manages several on-site and remote employees.

Area of Concentration Courses

UGBA 160 -- Consumer Behavior
American Studies C172-- The History of American Business
Chicano Studies 135B -- Latino Narrative Film Since 19990
Sociology 166 - Society and Technology
UGBA 164 - Marketing Strategy
UGBA 106 - Marketing


Tech versus Toys: Analyzing the Effects of Technology on American Consumer Behavior through the 2018 Bankruptcy Case of Toys “R” Us

Jose’s thesis analyzes the cognitive and behavioral effects that modern technology has induced on consumers and their impact on the American retail landscape. The paper dissects the bankruptcy case of the children’s superstore Toys R Us, examines the firm’s repercussions from failure to invest in digital growth, and reasons that technological integration is necessary for a viable business model.

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