KIMIO KASE is Professor at IESE Business School, University of Navarra, Spain. He has written and contributed to several books and articles, published both in Spanish outlets and international journals such as the International Marketing Review. ALESIA SLOCUM is Professor of Management and Marketing at St Louis University, Madrid, Spain. She has a Doctorate in Business Administration from Cranfield University, UK. YING YING ZHANG is a Professor at CUNEF, Complutense University of Madrid, Spain. Before starting her academic career, Professor Zhang worked extensively in international business between Spain and China including negotiation, consulting and cross-cultural training.