Marta Arce-Urriza is an Assistant Professor in the Department of Management at the Public University of Navarre, Spain. She holds a PhD by the Public University of Navarre and has been a Visiting Scholar at the University of Chicago, USA. She also has a 3 years experience in the consulting industry at PricewaterhouseCoopers. She is interested in electronic commerce and multichannel retailing. Her research has appeared in Management Decision and in the Journal of Interactive Marketing, among others, and she has presented her work at multiple international conferences.