Louis Lages

Professor Louis Lages is a Full Professor at the Nova School of Business and Economics (Nova SBE), part of Universidade Nova de Lisboa in Lisbon, Portugal. He holds a PhD from the University of Warwick and has held visiting positions at Stanford University, London Business School, MIT Sloan School of Management, and MIT Engineering School. As Director of the VCW Lab at Nova SBE, he leads initiatives funded by the EU, focusing on Innovation, Value Creation, and Sustainability.

His academic background includes:

• PhD in Marketing and Strategic Management, Warwick University (2001)
• Postdoctoral Fellowships at Stanford University, MIT Sloan, and MIT Engineering School (2001)
• Aggregation (Qualification) in Marketing, Universidade Nova de Lisboa (2006)
• Masters and Bachelor's degrees in Marketing and Public Relations

Professor Lages' research focuses on Innovation, Value Creation, Problem Solving, Creativity, New Product Development, and International Marketing. His work emphasizes practical applications, such as the VCW-Value Creation Wheel framework, which has been adopted by Fortune 500 companies and startups to address business challenges. He explores intersections between sustainability, technology (e.g., Earth Observation), and strategic decision-making, often addressing paradoxes in global business operations.

Notable awards include the 2018 American Marketing Association Research in Excellence Award for his JIBS article on outstanding contributions to marketing literature. His research has been featured in mainstream media like the Wall Street Journal and Time.

He directs the VCW Lab, which has secured over €1 million in EU funding for projects in Innovation and Sustainability. While specific student names are not listed, his work involves collaboration with numerous researchers and industry partners. His grants focus on commercializing Horizon Europe projects and Earth Observation technologies.

The VCW Lab, powered by his VCW method, is a central hub for applied research, integrating industry partners to solve real-world challenges through innovative frameworks.