Full Professor (Professor Catedrático) at Nova SBE, Portugal. He is the creator of the VCW-Value Creation Wheel. In recent years, he was a Visiting Scholar in different schools across the globe such as LBS, Korea University and MIT. He conducted Doctoral Research at Warwick University (UK) and Post-Doctoral Research at MIT (USA) and Stanford University (USA). During the last decade he was involved in several projects ranging from start-ups to Fortune 500.
His main research interests are Value Creation, Co-Creation, Problem Solving, Innovation, International Business, Marketing, and Tech-Transfer. He is recipient of the 2018 AMA Global Marketing SIG Research in Excellence Award for an outstanding article published in a widely recognized and highly respected refereed journal that has made a significant contribution to the literature on global marketing in the previous 10 years. He is among the top 10 most cited authors in the world and among top 3 in Europe in the fields of Value Creation and Co-Creation (cf. Google Scholar).