Elisa Martinelli (Ph.D.) is a Full Professor of Management at the Department of Economics Marco Biagi (DEMB), University of Modena and Reggio Emilia (UNIMORE), where she teaches “Management” and “Trade Marketing and Sales Management”. She is the Head of the Master’s Degree Course in International Management. Her work is concerned with consumer behavior and business resilience/disaster management. She also deals with channel and retail management, brand extension and private labels, as well as the Country of Origin Effect. She has published in a variety of leading academic journals, including: the Journal of Retail and Consumer Services, the Service Industries Journal, International Review of Retail, Distribution and Consumer Research, International Journal of Entrepreneurial Behavior & Research, and the British Food Journal.