Gianpaolo Vignali is a Senior Lecturer in Fashion Business and the Director of Teaching and Learning in the School of Materials at the University of Manchester, UK. He has written over 40 papers and books in the field of Marketing and Management and presented at numerous international conferences. His current research focuses on the case study technique in the service sector.Louise F. Reid is a President's Doctoral Scholar and Graduate Teaching Assistant at the University of Manchester, UK and Lecturer at the University of Manchester and Nottingham Trent University, UK. Louise was the Conference Coordinator for the 15th CIRCLE International Conference 2018.Daniella Ryding is a Senior Lecturer in Strategic Marketing Management at Manchester University, UK, and the Academic Lead for the New Academics Programme in the Faculty of Science and Engineering. She has published over 40 articles and several text book contributions, and sits on the editorial board for a number of academic business journals. Daniella is a member of the scientific committee and abstract coordinator for CIRCLE International.Claudia E. Henninger is a Lecturer in Fashion Marketing Management at The University of Manchester, UK, where she teaches sustainability and strategic management. Claudia has presented her research at national and international conferences and published in leading journals. Claudia is the Deputy Chair of the Academy of Marketing SIG Sustainability.