Manuel Parras-Rosa was born in 1961. He graduated with a degree in Economic and Business Sciences from the University of Malaga and a Doctor in Business Administration and Management from the University of Seville. He is currently a Professor of Marketing and Market Research of the University of Jaén. His main line research is marketing management applied to the olive oil sector, more specifically, the analysis of consumer behavior. He also investigates the behavior of the supply, especially of olive cooperativism, by proposing strategies that promote its greater orientation to the market.