She has a PhD in BusinessAdministration from the University of Santiago de Compostela (Spain). She teaches and carries out research in the fields of new product development, sales management and consumer behavior. Her work has been published in Journal of Product Innovation Management, Technovation, Industrial Marketing Management, European Journal ofMarketing, Creativity and Innovation Manage­ment, Psychology & Marketing, Revista espanola de Investigacion en Marketig Esic, Revista Europea de Direccion y Economia de la Empresa and Cuadernos de gestion.