Fernando António Pinto da Silva Santos

Fernando António Pinto da Silva Santos serves as Assistant Professor at ISCTE Business School (ISCTE - University Institute of Lisbon) since March 2019, following postdoctoral research at Cass Business School (2018) and Aalto University (2018), where he also worked as Researcher from 2012-2017. His professional trajectory bridges academic research with industry experience in marketing and design across Portugal, Angola, and Hong Kong.

His educational credentials include a Doctorate in Management Studies (International Business) from Aalto University (2017), Master's in Marketing Management from IPAM (2010), Master's in Design and Graphic Production from University of Barcelona (2006), Postgraduate in Marketing (2004), and Bachelor's in Accounting and Administration from ISCAP (2002).

• PhD: Being different while being similar: Entrepreneurial ventures and the pursuit of legitimacy
• Master's: Semiotics applied to brands: the molecular semiotic model (Claus Porto case)
• Bachelor's: Communication in Marketing

Dr. Santos' research integrates brand semiotics with organizational legitimacy theory, pioneering the molecular semiotic model for brand analysis. His seminal work examines corporate heritage branding dynamics (e.g., Ach. Brito case) and visual legitimation strategies for new ventures. Recent scholarship pivots to educational innovation, investigating transdisciplinary problem-based learning frameworks, creativity in marketing pedagogy, and community-integrated graduate teaching methodologies. This dual focus bridges theoretical brand studies with practical educational applications.

Publication analysis reveals two distinct research phases: foundational contributions to brand semiotics (2013-2016) followed by educational innovation (2019-2022). His recent articles emphasize blended reality approaches, community-school partnerships, and faculty perspectives on transdisciplinary learning, reflecting adaptation to contemporary educational challenges while maintaining theoretical grounding in semiotics. The shift demonstrates responsiveness to evolving pedagogical needs within business education.

No scientific awards or fellowships were documented in the provided materials.

While specific doctoral advisees aren't listed, Dr. Santos has taught Commercial Management and Marketing for the Portuguese Association of Women Entrepreneurs (2010) and currently instructs at ISCTE. Grant history isn't detailed, though postdoctoral positions suggest prior competitively funded research. His collaborative publications indicate active participation in research teams focused on educational innovation.

Dr. Santos collaborates within interdisciplinary networks at ISCTE, particularly in projects connecting community engagement with marketing education. His recent conference presentations on problem-based learning and creativity suggest leadership in pedagogical development teams, though dedicated laboratory affiliations aren't specified in the curriculum vitae.