João Borges de Assunção, Associate Professor, received a PhD in Management from University of California, Los Angeles, an MBA from UNL and a Licenciatura in Management from UCP. Currently, he is the Academic Director of The Lisbon MBA, at CATÓLICA-LISBON. He was Dean of CATÓLICA-LISBON between 1996 and 2001, and was a Professor at the Graduate School of Business of Columbia University (1990-94), in the Marketing and International divisions. His research interests include: Marketing, Marketing Strategy, Pricing, Promotions, Marketing Research, and Dynamical Models of Consumer Response. He has conducted consulting and strategic training for companies in the following industries: telecommunications, retailing, services, technology and utilities. He is the coordinator of NECEP a research group that studies the short-term behavior of the Portuguese economy. He was an Economic Advisor to the Portuguese Prime Minister (2002-04). He was the Economic Consultant of former Portuguese President, Cavaco Silva. He is also a member of GSPA (Group of Societal Policy Analysis) an advisory body of the European Commission, a member of the Supervisory Board of TAP and Chairman of the Supervisory Board of Eurocash (Poland).