Ricardo Sellers-Rubio is Full Professor of Marketing at the Alicante University, Spain. Former Associate Dean at the Faculty of Economics and Business and head of the Marketing Deparment. His research interests are focused on the wine industry, distribution channels and marketing performance measurement. He has co-authored more than 50 articles in referred journals, conference proceedings and edited books. He has published in such journals as the European Journal of Operational Research, European Journal of Marketing, Journal of Business Reasearch, International Journal of Retail & Distribution Management, International Journal of Service Industry Management, European Journal of Innovation Management and International Review of Retail, Distribution & Consumer Research, among others.