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Albérico Travassos Rosário, Ph.D. Marketing and Strategy, Universities of Aveiro (UA), Minho (UM) and Beira Interior (UBI). Post-doctorate - Economics, Management and Industrial Engineering and Tourism, University of Aveiro, with affiliation to the research center GOVCOPP of the University of Aveiro. Master in Marketing and Degree in Marketing, Advertising and Public Relations, degree from ISLA Lisbon Campus. He has the title of Specialist in Marketing and teaches as Assistant Professor with Aggregation at IADE-Faculty of Design, Technology and Communication of the European University and as Guest Assistant Professor with Aggregation at the School of Management and Technology of Santarém (ESGTS) of the Polytechnic Institute of Santarém. He taught at IPAM-Escola de Marketing, ISLA-Instituto Superior de Gestão e Administração de Santarém (ISLA-Santarém), was Director of the Commercial Management Course, Director of the Technical Professional Course (TeSP) of Sales and Commercial Management, Chairman of the Pedagogical Council and Member of the Technical Council and Scientific Researcher of ISLA-Santarém. Consultant on marketing and strategy for SMEs. His main research interests are: Competitive Strategy, Competitive Dynamics, Strategic Groups and Marketing. Rui Cruz is Assistant Professor at Universidade Europeia (Laureate International) in Lisbon, since 2001. PhD in Management and Marketing from the University of Sevilla, Spain, also has a DEA from the same university and an MBA in Strategic Foresight at IESFF, Lisbon. With over 30 years teaching experience at the service of several higher education institutions in the public and private sector, actually teaches academic master's and global graduate programs taught in English in the areas of marketing, logistics and supply chain. Advisor and Tutor in master´s dissertations in the areas of marketing, digital marketing and entrepreneurship his research interests are in the areas of business strategy, strategic marketing, industrial and services marketing and relationship marketing and has scientific articles and books published national and internationally. He worked in the field of advertising for large international agencies such as Publicis, ITT marketing services and BBDO in Portugal and abroad, throughout the 80´s. Was also marketing director of one of the largest Portuguese banking groups and business consultant in the areas of strategy and innovation.

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