Montserrat Peñarroya-Farell is member of La Salle Smart Society Research Group – Ramon Llull University in Barcelona, Spain, where she is also a Professor of eBusiness, eCommerce and Digital Analytics. She holds a Ph.D. in Business Management from Ramon Llull University. She also has a Degree in Tourism and a Master’s in Information & Knowledge Society, both from the Open University of Catalonia (UOC). At the same time, she is General Manager of Quadrant Alfa, S.L., a consultancy firm specialising in the digitalisation of companies and territories, and she works as a digital expert facilitator for the UNWTO. Her current research interests are in business model adaptation studying how companies adapt their business models when the market has been disrupted by someone (e.g. a big company) or something (e.g. Generative Artificial Intelligence).