Maria Sarmento is a teacher at Lusófona University and a researcher at NIPE, Minho University, and CEOS, P. Porto. She holds a Ph.D. in Marketing and Strategy from Minho University, and a post-doc from Nova SBE, Lisbon, and Open University Business School, UK. She worked at AEP – Portuguese Business Association as the Head of the Image and Communication Department and Marketing Director. In her academic career, she presented several papers at international conferences, such as EMAC – European Marketing Academy Conference, IMP – Industrial Marketing and Purchasing Conference, and Academy of Marketing Science World Marketing Congress. She has published work in several journals, such as Industrial Marketing Management, European Journal of Marketing, Journal of Business and Industrial Marketing, Journal of Retailing and Consumer Services, Education and Trainin, among others.