Pedro Torres is a Professor of Marketing and Strategy at the University of Coimbra. He holds a PhD in Business Management (with specialization in Strategy) from the University of Coimbra and he received a MBA from the Católica-Lisbon University. His research interests include understanding the contextual influence on the entrepreneurship process, digital marketing, competitive strategy, and innovation. His research has been published in Journal of Business Research, Marketing Intelligence & Planning, International Journal of Entrepreneurial Behavior & Research, Journal of Retailing and Consumer Services, among others. Pedro Torres is currently the coordinator of the MBA for Executives, research member at the Centre for Business and Economics Research (CeBER), and board member of the Association for University Extension (APEU), where he coordinates the post-graduation in Digital Marketing. Prior to his academic career, he worked in corporate banking and in private companies, he also performed strategic consultancy works.