John Borges

John Borges is an Associate Professor at CATÓLICA-LISBON where he serves as Academic Director of the Lisbon MBA program. He teaches Marketing and Strategic Marketing courses while maintaining active research in consumer behavior and marketing strategy.

His educational background includes a PhD in Management from UCLA (University of California at Los Angeles), an MBA from UNL, and a Bachelor's degree in Management from CATÓLICA-LISBON.

Research focuses on the intersection of marketing theory and practical applications, with particular expertise in consumer decision-making processes and pricing strategies. His work demonstrates an evolving trajectory from foundational marketing research in the 1990s toward increasingly interdisciplinary studies connecting economic forecasting with consumer behavior.

Publication trends reveal a consistent focus on marketing strategy with growing integration of economic modeling, particularly evident in his 2022 GDP nowcasting research. His work spans theoretical frameworks in bundling strategies to practical applications in advertising ethics and dynamic pricing.

Professional leadership includes previous service as Director of CATÓLICA-LISBON (1996-2001) and as Economic Advisor to former Portuguese President Cavaco Silva. He currently serves as Non-Executive Director of Eurocash in Poland.