Ricardo Godinho Bilro, Ph.D.

Short Bio

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.

Research Profile

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 Associate Editor of Electronic Commerce Research, and contributes actively to academic reviewing.

Teaching and Supervision

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 four completed PhD students and more than 70 completed Master’s dissertations and final projects.

Academic Leadership

Ricardo has also held academic management and leadership roles, including serving as Deputy Director of the Department of Marketing, Operations and General Management and as Director of Master’s programmes. These roles reflect his involvement in curriculum development, programme coordination, quality assurance, and the strategic management of academic activities.

Distinctions and Awards

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.