Fernando S. Machado is Professor of Marketing and Director of Católica-Lisbon’s Research Unit (CUBE). He holds a Ph.D. in Agricultural Economics from the University of Reading (UK) and undergraduate degrees in Economics and Business Administration from Universidade Católica Portuguesa (UCP).
He previously served as Dean for Faculty, Senior Associate Dean for Academic Affairs, Academic Director of the Ph.D. Programs at Católica-Lisbon, Director of the Center for Applied Studies, and member of the Board of Directors of Católica’s Center for Public Opinion Studies (CESOP).
His research focuses on consumer behavior, innovative pricing mechanisms, digital markets, and the analysis of consumer preferences for both market and non-market goods. His work has been published in leading peer-reviewed journals, including Marketing Science, Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of the Association for Information Systems.