Elaine Doyle is a Lecturer in the area of taxation in the Kemmy Business School, University of Limerick, Ireland. Her research interests include inter alia, professional ethics, and risk management in tax practice, the tax aggression of tax practitioners, research ethics, procedural justice, and ethical reasoning. She serves on the governing council of the Irish Accounting and Finance Association, moderates the tax papers of the Institute of Certified Public Accountants and Chairs the Kemmy Business School Research Ethics Committee. Patrick Buckley is a research scholar in the AIB Centre for Information and Knowledge Management at the University of Limerick, Ireland. His research interests include the use of technology to address the challenges of large group teaching. His work in this area has been published in the Journal of Teaching in International Business and Computers and Education. Conor Carroll is a Lecturer in marketing at the Kemmy Business School, University of Limerick, Ireland. He is a twice winner of the University's Teaching Excellence award and is a prolific case study writer, having written over 65 published marketing case studies, many of which are used extensively in leading European and International Universities such as Notre Dame, University of Hong Kong & National University of Singapore. He has won numerous accolades for his case study writing, winning awards at both national and international case study competitions.