Ramon Diaz-Bernardo is an Associate Professor of Marketing at IE Business School, where he has been a faculty member for over 12 years. He holds a degree in Engineering from Universidad de Oviedo, an MSc in Engineering from the University of Nottingham, an MBA from ESDEN Business School, and a Ph.D. in Business Administration from IESE Business School. His expertise lies in strategic marketing, and he is actively involved in international executive education, teaching at prestigious institutions such as Cornell University and Reykjavik University. Additionally, he serves as the Director of the IE-Travel Club Loyalty Research Centre, focusing on customer loyalty in tourism.Professor Diaz-Bernardo's research interests encompass services marketing, particularly within the tourism sector, where he consults for organizations like the United Nations World Tourism Organization. He teaches various marketing courses at IE Business School and contributes to the academic community through his involvement with the Academy of Marketing and the American Marketing Association. His extensive experience and international collaborations make him a prominent figure in the field of marketing education and research.