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Mario Morales is a recognized expert in innovation and pricing strategies, serving as the Socio and fundador of Top Line Consulting since March 2023, where the focus is on scientifically setting prices to enhance value capture for product portfolios. Previously, as Managing Director at EY from January 2018 to February 2023, Mario led the Strategy and Innovation practice for Central America, aiding businesses in digital transformation. Mario is also the founder and former CEO of Innovare, a leading consulting firm in Latin America, and held an invited professor role at INCAE Business School since 1998, teaching topics related to innovation, strategy, and entrepreneurship. Mario holds an MBA in Technology Management from INCAE Business School, as well as certificates in Disruptive Strategy and Entrepreneurship from Harvard Business School Online and the Massachusetts Institute of Technology, respectively.