Ricardo Godinho Bilro, Ph.D.

Ricardo Godinho Bilro is an Assistant Professor (with Habilitation) in Marketing at ISCTE - Lisbon University Institute. His research focuses on digital transformation, technology adoption, consumer behaviour, and services marketing, with particular emphasis on how consumers interact with digital platforms, brands, and technology-enabled experiences.

He has published in leading international journals, including the Journal of Travel Research, IEEE Transactions on Engineering Management, and Psychology & Marketing. He regularly presents his research at major international conferences, such as the European Marketing Academy Conference (EMAC) and the Global Marketing Conference (GAMMA). He also serves as an Editorial Board Member for several international journals, is currently an Associate Editor for Electronic Commerce Research, and contributes actively to academic reviewing.

He teaches across Undergraduate, Master’s, Doctoral, and Executive Education programmes, covering areas such as services marketing, innovation in marketing and digital transformation. He has also taught as a Visiting Professor at several international institutions, including EM Strasbourg Business School and UESTC, the University of Electronic Science and Technology of China. Ricardo is actively involved in academic supervision at both Master’s and doctoral levels, having supervised 4 completed PhD students and more than 70 completed Master’s dissertations.

Ricardo has received several distinctions for academic and teaching excellence, including Best Lecturer Awards for courses taught at Master’s and Executive Education levels, as well as Best Conference Paper awards.