Professor in the field of Strategic Management and Marketing at ISEG Lisbon School of Economics and Management, University of Lisbon. Holds a PhD in Management from ISEG, which was funded by the PhD Scholarship Program of the University of Lisbon. Researcher at ADVANCE/CSG - Center for Advanced Research in Management, where she is dedicated to research in the Marketing area. Master in Marketing by ISEG, with a thesis developed in the context of consumer buying behavior. Graduated in Management from the NOVA School of Business and Economics, having studied at the University of Macau in Business Administration. Developed consultancy projects in the field of Marketing in partnership with CEGE - Center for Management Studies at ISEG.