João Antunes is a Ph.D. student in Global Studies at the Universidade Aberta. He holds an MBA in Management from the University of Warwick, as well as a Master’s degree in Marketing, an Executive Master’s degree in Marketing Management, and a Bachelor’s degree in Management from ISCTE-IUL. Currently, he heads the Market Research and Consumer Behavior Department at Pingo Doce (Jerónimo Martins Group). Previously, he held roles such as Export Manager, Brand Manager, and Sales Planning Manager within the same group. He has also collaborated with higher education institutions as a tutor, member of academic panels, lecturer, and ambassador. In 2021, he was a speaker at the InRetail Conference: The Retail Experience in Distribution Today.