Giovanna Bertella is Associate Professor at the School of Business and Economics, UiT The Arctic University of Norway, Tromsø. Her research interests are: management, marketing, innovation, entrepreneurship, tourism and leisure studies (nature- and animal-based experiences, rural tourism, food tourism, events), food studies (ethical eating, plant-based, veganism), futures studies (scenarios). Cristina Santini is Associate Professor at Università Telematica San Raffaele, in Rome, Italy. Her research interests are: management, business strategy, entrepreneurship, agrifood industry, qualitative and participatory approach, wine business, ecopreneurship and sustainability.