Cristiana R. Lages

Cristiana R. Lages is an Associate Professor at the School of Economics and Management, University of Minho, Portugal. She previously held academic positions at the University of Reading (UK), Loughborough University, University of Leeds, and visiting roles at institutions like National University of Singapore and University of Cambridge. Her research spans service recovery, creativity in services, international marketing, and AI applications in customer engagement.

• PhD in Marketing from Warwick Business School, University of Warwick (UK)
• Habilitation (Agregação) from University of Minho

Research Interests focus on service innovation, frontline employee behaviors, E-WOM, and marketing strategy adaptation. Her grant-funded work (e.g., EUDOKMA Marie Curie, Fundação para a Ciência e a Tecnologia) explores service recovery dynamics and organizational learning.

Peer Review: Active reviewer for Journal of Business Research, European Journal of Marketing, and others. Collaborations include institutions in Europe, the UK, and Asia.