André Vilares Morgado is currently Associate Professor of Marketing at AESE Business School. He has authored several prize winning case studies, while continuing his research studies in the field of industrial marketing and regular work with companies in sales, business development and training projects. His research has been published in academic journals such as: Journal of Creating Value, Journal of Strategic Contracting and Negotiation, and Management Decision. He combines his teaching profile with an extensive professional and business background of more than 10 years dedicated to the fast pace telecommunications industry. During his professional life André had the chance to occupy highly visible roles such as Strategic Marketing Manager working on a global scale at Nokia Siemens Networks. He is a recognized active influencer by bridging and maintaining regular contact between the Industry and academia. He has done several consulting, conferences or ‘in company’ programs for companies like: everis, Pfizer, BASF, and Colt Telecom. He is also a fellow member of the Industrial Marketing and Purchasing Group and endorses the Community for Responsible Research in Business & Management. André holds a Ph.D in Management awarded by ISEG (Lisbon School of Economics & Management) at the University of Lisbon, and an Executive MBA by IESE Business School/AESE Business School. He also holds a B.Sc in Marketing Management by IPAM — The Marketing School.