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Increased competition and the constant need for companies to differentiate make markets more competitive and consumers more demanding when making purchasing decisions. Consequently, companies recognized the importance of marketing and economics, which has gradually replaced its transactional practices, focused essentially on a single transaction, with relational practices, in which the customer is considered an integral part of the process. Creating long and profitable relationships has become a business priority and the use of tools such as customer relationship marketing (CRM) has become crucial. With the increasing importance of health and wellness tourism, thermalism has become a very competitive product wanted by tourists who need treatments that are not available in their country due to lack of availability or because they are quite expensive. Since tourism is integrated in the services sector, a set of relational marketing strategies can be applied to establish and maintain relationships with tourists. Therefore, it is important to understand how relational marketing can improve health and wellness tourism. Based on a combination of theoretical and practical research, this chapter explores the dynamic system and mechanism of innovation and development of relational marketing strategies in specific contexts of tourism (i.e. health and wellness tourism) considering cross-border (i.e. Northern Euroregion of Portugal and Galicia). From an interdisciplinary perspective, the chapter presents insights for marketing and tourism (health and well-being) and for the economic development of territories (i.e. cross-border regions).

This paper aims to explore the intricate and controversial sale of six hydroelectric dams in the Douro hydrographic basin by Energias de Portugal (EDP), a prominent Portuguese energy company, to a French Consortium – ENGIE. The transaction, completed at the end of 2020, has sparked significant debate and scrutiny within the Portuguese legal and fiscal spheres due to its corporate and budgetary manoeuvres. The crux of the controversy lies in the complex corporate restructuring strategies used by EDP and the acquiring consortium to execute this transaction. These strategies, aimed at achieving tax neutrality, effectively circumvented the traditional tax liabilities typically associated with large-scale asset transfers. The paper delves into the legal intricacies of this operation, scrutinising the application of taxes such as stamp duty, corporate income tax, value added tax and property transfer tax, which were, in theory, applicable to the transaction. Furthermore, this study examines the broader implications of the deal, particularly concerning the principle of tax neutrality in corporate restructurings, the enforcement of anti-abuse clauses and the economic substance over legal form doctrine.

This study is based on secondary data supported by publicly reported evidence.

This case study highlights the challenges in taxing corporate transactions in the modern financial landscape and reflects these corporate manoeuvres' societal and ethical considerations.

Through an analysis of legal frameworks, corporate strategies and tax policies, this paper provides a comprehensive understanding of the transaction and its implications, offering insights valuable to legal professionals, policymakers and scholars in corporate law, taxation and business ethics.