Faculty

Core Faculty


André Vilares Morgado

Política Comercial e Marketing

andre.morgado@aese.pt >

Associate Professor

André Morgado holds a Ph.D in Management from ISEG (Lisbon School of Economics & Management), Universidade de Lisboa. He is graduated in Marketing Administration from IPAM - The Marketing School and has an Executive MBA from AESE/IESE. He attended the program on Indian Economy and Management Practices at the Indian Institute of Management – Ahmedabad and the Advanced Competitive Analysis Program at the University of Michigan. He is a member of the Industrial Marketing and Purchasing Group.

He began his professional career in the consumer goods industry. He then moved on to telecommunications, where he worked for 10 years with such companies as OniTelecom (Internet Marketing), Siemens Communications (where he managed “Go2Market” processes for new innovative solutions, reporting directly to headquarters as a member of the Fixed Networks business unit) and Nokia Siemens Networks (as Broadband Access Global Marketing Manager and, subsequently, as Marketing Manager for the Global Strategic Marketing team).

He is currently a Professor of Commercial Strategy and Marketing, a researcher and a founding member of AESE’s Investigation Centre in Marketing.

He is the author of several cases and technical notes in the area of Marketing.

 
Cases

• M-A-619 - LOGOPLASTE, Inovação no Mercado Global (da Embalagem à Solução) [LOGOPLASTE, Innovation in the Global Market (from Packaging to Solution)].

• M-A-621 - RONALD REAGAN, Uma Campanha de Marketing Político [RONALD REAGAN, A Political Marketing Campaign].

• M-A-686 - O LANÇAMENTO DA SUPER BOCK“MINI”, Estudos de Mercado na Indústria Alimentar [THE LAUNCH OF THE SUPER BOCK “MINI”, Marketing Studies in the Food Industry].

• M-A-876 - VÊGÊ, Reposicionamento de Marca na Indústria Alimentar [VÊGÊ, Brand Repositioning in the Food Industry].

• M-A-948 - HPP Saúde, A avaliação da satisfação de clientes [HPP Saúde, Assessment of client satisfaction].

 

Technical Notes

• MN-A-688 - A GESTÃO DE MARCAS, 10 Questões Incontornáveis [BRAND MANAGEMENT, 10 Essential Questions].

• MN-A-741 - LADDERING, Aplicação da Teoria Cadeias Meios-Fins ao Marketing Político [LADDERING, Application of the Means-Ends Chain Theory to Political Marketing].

• MN-A-771 - A ANÁLISE CONJUNTA [CONJOINT ANALYSIS].

• MN-A-796 - CUSTOMER LIFETIME VALUE.

• MN-A-862 - POSICIONAMENTO, Definição e introdução ao modelo "brand key" [POSITIONING, Definition and introduction to the “brand key” model].

• MN-A-861 - PESQUISA QUANTITATIVA POR INQUÉRITOS [QUANTITATIVE RESEARCH BY SURVEY].

• MN-A-906 - SEGMENTAÇÃO CLÁSSICA [CLASSICAL SEGMENTATION].

• MN-A-970 - INVESTIGAÇÃO OPERACIONAL EM MARKETING [OPERATIONS RESEARCH IN MARKETING].

• MN-A-974 - A AVALIAÇÃO DA SATISFAÇÃO DO CLIENTE [ASSESSMENT OF CLIENT SATISFACTION].


Interests
 

• Marketing Research

• B2B Marketing

• Strategic Marketing

 
Suggested Links 

http://pt.linkedin.com/in/andremorgado

http://aquila1.iseg.utl.pt/aquila/homepage/l38473/

http://www.impgroup.org/showProfile.php?user=AMorgado

 

Documents for download

Journal of Strategic Contracting and Negotiation | Customer references and the buying of capital equipment for a project firm 

Logoplaste, innovation in the global market (from packaging to solution)

Journal: Management Decision (Ranked by Thomson Reuters (ISI) - Emerald Group Publishing Limited)

(link: http://www.emeraldinsight.com/journals.htm?articleid=1747816)