Cláudia P. Ribau holds a PhD in Marketing and Strategy from the University of Aveiro, Portugal. She has over 25 years of professional experience in the industrial sector, where she developed her career primarily as a Marketing Manager, also taking on responsibilities in Human Resources, within a B2B context. Since 2004, she has been engaged in higher education, combining her practical expertise with academic activity. She is actively involved in research and teaches in the fields of Marketing, Communication, Digital Marketing, and International Marketing. Since February 2024, she has held the position of Adjunct Professor at ISCA – University of Aveiro, Portugal, and is also a Researcher at GOVCOPP (Research Unit on Governance, Competitiveness and Public Policies).