Pedro Santos Pinto (MSc Finance and CPP), currently Pricing Intelligence Manager Consumer Europe at Goodyear, has developed throughout the last 25 year his knowledge and expertise in the areas of Finance, Strategic Management, Management & Control Systems and Pricing, He strongly believes that a good and sound performance of the Finance and Pricing departments is a competitive advantage for any organization through the timely and accurate disclosure of information, insights and knowledge that enables the decision making process optimization on its different organizational stages: (a) strategic; (b) tactical; and (c) operational, with the goal of maximizing the organization value.