Professor Dr Gustavo Quiroga Souki is an Adjunct Professor at the Polytechnic Institute of Setúbal (Portugal) and an integrated researcher at Intrepid Lab/Lusófona CETRAD Research Centre, as well as a collaborating researcher at the Research Centre for Tourism, Sustainability and Wellbeing (CinTurs) at the University of Algarve (Portugal). He holds a Postdoctoral Degree in Management (Marketing) from the Faculty of Economics, University of Algarve (2023), a Phd in Administration (Marketing, Strategy, and Organisations), and a Master's in Rural Administration from the Federal University of Lavras - UFLA (Brazil). He also completed a postgraduate qualification in Agricultural Informatics in 1998 and earned a degree in Veterinary Medicine from the Federal University of Minas Gerais (UFMG) in 1992. With over 25 years of international academic experience, Professor Souki has taught, researched, and supervised at undergraduate, master's, and doctoral levels. He has previously held academic positions at FUMEC University, Centro Universitário UNA, and ISMAT Instituto Superior Manuel Teixeira Gomes (Portugal). He has contributed to executive education and professional master's programmes in Brazil and Portugal. He was also a visiting scholar at the University of Birmingham (United Kingdom). Between 2003 and 2022, Professor Souki was a partner and CEO of two research and consultancy firms, leading strategic projects in marketing, consumer behaviour, and organisational development. His consultancy portfolio includes prominent public and private organisations such as Turismo de Portugal IP, EMARP, SEBRAE (national and regional branches), CEMIG, Lafarge Holcim, FIAT Automóveis S.A., SICOOB, Faemg, Sistema Fiemg, Vivamed Saúde, and several organisations across sectors such as agribusiness, education, construction, retail, automotive, and healthcare. He has coordinated and executed research and consultancy projects across diverse sectors, including restaurants, hospitality, education, agribusiness, territorial development, cooperatives, and civil construction. His methodological expertise encompasses qualitative techniques and multivariate statistical analysis, supported by the development of five software tools. His systemic mindset and interdisciplinary background facilitate innovative approaches in both academic and managerial contexts. Professor Souki has published 89 peer-reviewed articles in indexed journals, including the Journal of Research in Interactive Marketing, The TQM Journal, British Food Journal, Spanish Journal of Marketing ESIC, Journal of Product Brand Management, International Journal of Quality Reliability Management, Asia Pacific Journal of Marketing and Logistics, International Journal of Educational Management, Journal of International Food Agribusiness Marketing, International Journal of Pharmaceutical and Healthcare Marketing, Asia-Pacific Journal of Business Administration, and Journal of Technology Management Innovation, among others. He has also published four books and contributed to four book chapters. He has authored 105 scientific conference papers, supervised 57 master's theses, and served on 161 thesis examination committees at both the master's and doctoral levels. He has been awarded for developing innovative software and recognised for best paper at the 5th Latin American Retail Congress (CLAV 2012).