Javier Martínez-Falcó (PhD) is Assistant Professor at the Management Department of the University of Alicante (Spain) and Research Fellow at Stellenbosch University (South Africa). In the field of research, he focuses his interest in the wine business, specifically in the areas of wine tourism and wineries' intellectual capital, on which he has written hundreds of publications in the form of articles, book chapters and contributions to conferences. He has also participated in several national and international research projects, being lecturer of Strategic Management in the economics and business degrees of the University of Alicante.