Natalia Pacheco is a Professor at IPAM Lisboa, where she has been since 2018. Currently, she is the Coordinator of the Global Master in Marketing. From 2018 to 2021 she served as Research Coordinator. She received a Ph.D. in Applied Economic Sciences from the Ghent University (Belgium) and a PH.D. in Management from the Federal University of Rio Grande do Sul (Brazil, joint Ph.D.) in 2016. She received a B.S. and a M.S. from the Federal University of Rio Grande do Sul (Brazil) in 2006 and 2011, respectively. Her research interests lie in the areas of services marketing and consumer behaviour. Specifically, her research focuses on consumer reactions to service failures, service recovery, coproduction, and other topics. She has published in international journals such as Journal of Research in Interactive Marketing, Journal of Service Management, Journal of Retailing and Consumer Services, Journal of Consumer Behaviour, Journal of Strategic Marketing, Australasian Marketing Journal, among others.