Helena Alves is Associate Professor of marketing at the Business and Economics Department and researcher at NECE, University of Beira Interior, Portugal. Her areas of expertise include Customer Satisfaction, Services marketing, Tourism marketing and public and nonprofit marketing having authored and co-authored several articles and book chapters on these themes. She is the editor of the International Review on Public and Nonprofit Marketing and is also part of the editorial review boards of several journals. Coordinates several projects, namely the Enter-EdTech project (at national level) - Entering the EdTech Entrepreneurship World and The U-Value project – The impact of Higher Education Institutions on the Quality of Life of the Regions. Currently, she the Vice-Rector for Teaching, Academic Affairs and Employability."