Sandra Gomes, Ph.D in Marketing and Strategy from the University of Aveiro, currently Guest Professor at ISG- Business & Economics School and IPAM Lisbon – Marketing Business School, and Researcher at NECE, at the University of Beira Interior and Researcher at CIGEST. She is Assistant Professor at ISG, since 2020 and Assistant Professor at Universidade Atlântica, from 2019-2020. She has a degree in “Company Organization and Management” from ISCTE, with a specialization in Marketing, and a postgraduate degree in “Control and Performance Management” from OVERGEST/INDEG-ISCTE. His research areas are: Value co-creation, Digital Marketing, Online Communities, Internal Marketing. He has extensive professional experience in FMCG, having been responsible for the commercial, marketing, operations and e-business areas of the Auchan Retail Portugal Group (ARP). Created and developed ARP's e-commerce. She is currently responsible for the Purchasing Center for ARP's food and international cuisine areas, is a trainer at ARP Negotiation and performs the role of international negotiator for some categories. And she is a consultant in Management and Marketing.