Pável Reyes-Mercado is a member of Associate Faculty at Anáhuac University, Mexico, having previously studied at EGADE Business School. He has held positions at Alcatel, Coca-Cola Femsa and HSBC bank, and his research interests revolve around innovation, technology-enabled marketing and entrepreneurial marketing.Guillermo Jesús Larios-Hernández is a member of Associate Faculty and Entrepreneurship Coordinator at Anáhuac University, Mexico and previously studied at the National Autonomous University of Mexico (UNAM). He has professional experience working at Siemens, AT&T-Alestra and Global Affairs Canada. He is interested in researching entrepreneurship, innovation and technology, the digital economy and ICT.