Gisele de Campos Ribeiro is Associate Professor at Paris School of Business - Département Marketing Analytics and eXperience Insights. She graduated in Statistics from UFPR in Brazil, and she has a master's degree and a Ph.D. in Management Sciences from Paris-Dauphine University in France. Her works were published in the Journal of Business Ethics, Journal of Business Research, Journal of Corporate Real Estate, European Marketing Academy Conference, and the Strategic and Management Society Conference. She has also fourteen years of experience working as a senior business planning analyst in Brazil.