Susana Costa e Silva

Susana Costa e Silva is an Associate Professor with Agregação at Católica Porto Business School, Universidade Católica Portuguesa, where she has been teaching since 1997. She also serves as a researcher at the Research Center in Management and Economics (CEGE) and as a visiting professor at the University of Saint Joseph in Macao/China. Her academic credentials include a PhD in Marketing from University College Dublin, Ireland.

Her research spans international marketing, internationalization processes, retailing, digital consumer behavior, and cause-related marketing. She has made significant contributions to journals such as Psychology & Marketing, International Marketing Review, International Business Review, Journal of Business Research, and Journal of Retailing and Consumer Services. Her recent publications demonstrate a growing focus on AI applications in marketing, omnichannel strategies, and consumer behavior in digital environments.

Susana's work shows a clear evolution from traditional international marketing topics toward cutting-edge digital marketing applications, with increasing emphasis on AI, virtual influencers, and metaverse commerce. Her research consistently bridges theoretical marketing concepts with practical business applications across diverse cultural contexts.

• Award for the best paper in International Marketing presented at EIBA (European International Business Academy) Conference (2006)
• Cooperation and Exchange between the Human Resources of the Higher Education Centers of the Euroregion Galicia - North of Portugal (2021)
• Best Portuguese Cases Studies (2020)
• Expatriates, Expatriates Satisfaction Macau, Portuguese Diaspora award (2016)
• Best paper nominee at Conversations 2020

Susana has supervised over 175 theses and authored 11 books, contributing significantly to marketing education. She serves as the national representative of Portugal at EMAC and was previously a member of the board and national representative at EIBA. Her current research projects include DIP4Agri (Deep Tech Innovation Programme FOR AGRIfood) and studies on marketing channels integration.

She maintains an active role in industry consultation and has taught at universities across China, Brazil, and other international locations, bringing global perspective to her research and teaching. Her work contributes to UN Sustainable Development Goals, particularly in areas related to responsible consumption and production.