Rui Nunes Cruz is an Associate Professor at Universidade Europeia in Lisbon, where he has taught since 2001, and an Integrated Researcher at UNIDCOM/IADE. He holds a PhD in Management and Marketing and a DEA from the University of Seville, Spain, as well as an MBA in Strategic Foresight from IESFF, Lisbon. With over 25 years of teaching experience, including at Universidade Atlântica, the Polytechnic Institute of Setúbal, and the Polytechnic Institute of Lisbon, he has held academic management roles, including degree and scientific area coordinator at Universidade Europeia. He is the course director of the Master’s in Branding and Strategy. He teaches undergraduate, master’s, executive master’s, and postgraduate courses in marketing, digital marketing, logistics and supply chain, and business management, in English and Portuguese. He supervises master’s dissertations in marketing, digital marketing, and entrepreneurship. His research interests include business strategy, strategic marketing, industrial and services marketing, and relationship marketing. He has published scientific articles nationally and internationally, as well as books in Portugal and Angola. Professionally, he worked in advertising during the 1980s for major international agencies such as Publicis, ITT Marketing Services, and BBDO, in Portugal and abroad. In the 1990s, he was Marketing Director of one of Portugal’s largest banking groups and later worked as a consultant in strategy and innovation.