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Doc. Dr. Hedda Martina Å ola is an accomplished academic and industry leader specializing in neuromarketing, marketing, and higher education. Currently serving as Research Coordinator at the Oxford Centre for Applied Research and Entrepreneurship and Director General of the Institute for Neuromarketing & Intellectual Property, Å ola has extensive experience in instructing Marketing, Strategic Management, and Organizational Behaviour at various educational institutions, including the Swiss School of Business and Management and the University of Herzegovina. As a registered expert witness for IP rights and marketing at the EUIPO, along with previous leadership roles, including Dean for Business Engagement and Marketing Department Head for the Government of Croatia, Å ola possesses a deep expertise in human behavior in response to marketing stimuli. Educational credentials include a PhD in Economic Science with a specialization in Neuromarketing and a Master's degree in Business/Managerial Economics.