Iulia Stroila completed her master´s thesis under the supervision of Prof. Dr. Thomas Baakenand Dr. Sue Rossano Rivero at the University of Applied Sciences Münster, Germany. She has started as a Research Associate at the Science-to-Business Marketing Research Centre in 2019 and is enrolled as PhD student at the University of Adelaide; a collaborative PhD program with Münster University of Applied Sciences.

• Introduction.- Literature Review.- Methodology.- Results.- Discussion.- Conclusions.- Theoretical and Practical Contributions.- Limitations and Future Research.

Iulia Stroila completed her master´s thesis under the supervision of Prof. Dr. Thomas Baakenand Dr. Sue Rossano Rivero at the University of Applied Sciences Münster, Germany. She has started as a Research Associate at the Science-to-Business Marketing Research Centre in 2019 and is enrolled as PhD student at the University of Adelaide; a collaborative PhD program with Münster University of Applied Sciences.

• Introduction.- Literature Review.- Methodology.- Results.- Discussion.- Conclusions.- Theoretical and Practical Contributions.- Limitations and Future Research.