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Lorena Ronda holds a PhD in Economic and Business (International Mention) from Comillas Pontifical University (ICADE) in Madrid. She is a professor at the University of Deusto, Faculty of Social and Human Sciences, where she teaches the following subjects, all in English: Operational Marketing and Advanced Marketing Strategies. In the field of research, her publications and conferences focus on the areas of behavioral economics, consumer behavior and psychology, employer branding, information processing and sustainable consumption. Prior to joining the University of Deusto, she was a marketing lecturer at Comillas Pontifical University (ICADE) in Madrid. For 7 years, she worked as a marketing and business development profesional in a number of multinational corporations such as L'Oréal, Ashurst LLP or Warner Bros.