Jessica Lichy received her PhD in the field of Online Consumer Behaviour in a Cross-Cultural Context from the Centre for European and International Studies Research at the University of Portsmouth. She is currently employed as enseignant-chercheur (Research Professor) at IDRAC Research, and Erasmus Visiting Professor at a number of international partner universities. Her research currently focuses on business models applied to digital marketing and international consumer behaviour, innovative pedagogy, and monitoring trends in Internet user behaviour.Chris Birch is Director of Enterprise and Innovation at the University of Greenwich Business School. For the past ten years, Professor Birch has worked at the executive level in two universities, including Pro and Deputy Vice-Chancellor roles. His responsibilities have included research, enterprise, employer engagement, income generation, regional development, estates and marketing.