Maria Sarmento is a researcher at CEOS, P. Porto. She holds a degree in Sociology from Porto University; a Master's in Business Administration (specialization in Marketing) from Minho University; a Ph.D. in Marketing and Strategy from Minho University; and a post-doc from Nova SBE, Lisbon, and Open University Business School, UK. She worked for 23 years at AEP - Portuguese Business Association as the Head of the Image and Communication Department and Marketing Director. She has published work in Industrial Marketing Management (2015, 2018, 2024) European Journal of Marketing (2019), Journal of Business and Industrial Marketing (2015), Journal of Retailing and Consumer Services (2019), Education and Training (2016), Journal of Convention and Event Tourism (formerly Journal of Convention and Exhibition Management) (2015), Journal of Promotion Management (2016), International Review on Public and Nonprofit Marketing (2023), and Portuguese Journal of Marketing (2014). She presented several papers at international conferences, such as EMAC - European Marketing Academy Conference, IMP - Industrial Marketing and Purchasing Conference, and Academy of Marketing Science World Marketing Congress. She works as a reviewer for several international journals, such as the Journal of Business and Industrial Marketing, the European Journal of Marketing, the International Journal of Contemporary Hospitality Management, and the Journal of Convention & Event Tourism.