Cláudia Simões is a Professor of Management (Marketing and Strategy area) at the University of Minho in Portugal. She holds a Ph.D. in Industrial and Business Studies from the University of Warwick, UK. Her research interests and publications are primarily in strategic marketing , corporate marketing, service management and customer experience. She has published in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, European Journal of Marketing, Industrial Marketing Management, Business Ethics Quarterly, Studies in Higher Education and others. Her research has been distinguished with the 2020 Shelby D. Hunt/Harold H. Maynard Award (American Marketing Foundation) and in academic events such as AMA ServSig (2012); Academy of Marketing Conference (2011). Cláudia has also published research-related material in managerial outlets, participated in managerial meetings and presented at managerial events/workshops in Portugal (Braga and Lisbon), in the UK (Lancaster and London) and in Spain (Vigo and Ponte Vedra).