Enrique Murillo is Professor of Marketing at Universidad Panamericana in Mexico City, Mexico. He is a member of Mexico’s National System of Researchers. Murillo has a PhD in Management from the University of Bradford (UK) and a postdoc in Organizational Behavior from Tulane University. His work has appeared in the Journal of Product & Brand Management, International Journal of Contemporary Hospitality Management, Journal of Service Management, Review of Business Management, International Journal of Hospitality Management and the Journal of Business Research.Paolo Riccardo Morganti is Professor of Economics in the School of Economics and Business Administration at the Universidad Panamericana in Mexico City, Mexico. Morganti's research is focused on industrial organization and microeconomic theory. His work has appeared in Quantitative Economics, Journal of Economics, Análisis Económico, and Revista Mexicanade Economía y Finanzas. He has a Ph.D. in Economics from the New York University (USA).Javier Moreno-Espinosa is a research professor for the School of Economics and Business Administration at the Universidad Panamericana in Mexico City, Mexico. He has a Ph.D. in Strategic Management and Development Policies from Anahuac University and is a member of the National System of Researchers in Mexico. His work spans economic theory, public finance, artificial intelligence, and applied text mining.