Lara Santos holds a PhD in Marketing and Strategy (2019), jointly awarded by the University of Minho, the University of Aveiro, and the University of Beira Interior, and a master’s degree in social economy from the University of Minho. She has held several management positions in public and non-profit organizations and is currently an Invited Adjunct Professor at the Polytechnic University of Cávado and Ave (UPCA). Her research focuses on tourism management, marketing, brand management, and strategy. As a researcher, she regularly publishes peer-reviewed articles, book chapters, and conference papers; actively participates in scientific conferences, research initiatives, and pedagogical projects; and serves as a reviewer for reputable scientific journals. She is an integrated member of the Applied Management Research Unit (UNIAG) and collaborates with the Intrepid Lab.

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