João F. Proença is full professor at the University of Porto and the President of Scientific department of Management and researcher at the Advance-CSG, ISEG, University of Lisbon, Portugal. He has been the Rector of the Universidade Europeia, Lisbon, Portugal, and the Dean of the Faculty of Economics, University of Porto, where he was also been in charge of relevant positons as Director of the PhD, MSc or BSc. He also held relevant professional positions in companies as administrator, CEO, managing director or sales manager. Furthermore, he has more than 150 papers published in several academic journals as, for instance, at the Industrial Marketing Management, Journal of Service Management, Services Industry Journal, Journal of Services Marketing or at the Journal of Business & Industrial Marketing, among many others. His research interests cover sustainability, services and B2B marketing, relationships and business networks, and the links between industry and services.