Teresa Serra’s career is closely linked to IE Business School, where she has worked for twenty five years as professor of marketing and has held different management positions. An expert in the distribution sector, she has lived through the evolution of this market from 1986, when she undertook a consulting project for the Simago retail chain. In her own words, “It consisted of a new strategic focus for the own-brand”. She has also served as a consultant for the Continente (currently Carrefour) chain, Segundo Mano newspaper and the Ofita group. Professor Serra holds a degree in Sociology and an MBA from IE Business School. She worked for a year at Babson College, where she ran various workshops and attended seminars on distribution channels and consumer behaviour. She holds a diploma in International Strategy from London Business School, and has participated in the International Teachers Programme at Bocconi and in a CPCL at Harvard University.