Zaki Akel Sobrinho is the President of the Federal University of Paraná (UFPR) and Professor of Marketing at the Graduate Program in Business Administration. He is the president of the Steering Committee of the Paraná State OECD regional review. He is in charge of the coordination between the Coimbra Group of European Universities and the Coimbra Group of Brazilian Universities. He holds a PhD in Business Administration at the University of São Paulo (USP), a Masters in Business Administration at the Federal University of Rio de Janeiro (UFRJ). He was Executive Vice President for Planning, Budget and Finance and Director of the Applied Social Sciences Sector at the UFPR. He is member of the Editorial Board of the Journal of Management Science and he has extensively published in many Brazilian Journals on problems related to marketing. His areas of research interest include retail and trade marketing and market orientation.