Sidney Ornelas is a PhD in Management Sciences student at Tecnológico de Monterrey. She holds a bachelor’s degree in Marketing, a Master in Communication and a Master in Innovation for Enterprise Development, all three also at Tecnológico de Monterrey. She has professional experience working for retail and service companies performing and leading several marketing activities that include market research, brand strategies and advertising and promotional activities. Additionally, she has worked as a consultant for marketing strategies for small and medium companies. She has also been a professor at undergraduate level for 7 years, teaching subjects such as market research, product development strategies, service marketing, relationship marketing and international marketing, among others.