António Oliveira Martins is a guest professor at NOVA IMS Information Management School. He has been collaborating with McDonald's Portugal since 1992, working in various areas of the company, including Real Estate, Marketing, Operations, Training, and Human Resources. Currently, he is responsible for the Franchising Department, which manages the relationship with all the System's Franchisees. He holds a Bachelor's degree in Organizational Sociology from Universidade Autónoma de Lisboa. Additionally, he has completed three Executive training programs in Business Management and Leadership, one at Universidade Católica Portuguesa and the other two at NOVA SBE, focusing on Business Management and Leadership, as well as Strategic Reflection.