Responsible Innovation • Ethical AI • Digital Trust • AI Governance • Human-Centred Innovation

Professor Titular / Full Professor-equivalent academic, international researcher, author and scientific reviewer working at the intersection of Management and Strategy, Responsible Innovation, Ethical Artificial Intelligence, Digital Trust, AI Governance, Platform Ecosystems and Human-Centred Business Transformation.

Senior Research Associate at Universidad Anáhuac México, Affiliated Researcher at EGADE Business School – Tecnológico de Monterrey, and Invited Assistant Professor at Universidade Lusófona.

In 2026, he was invited to contribute as Proposed Co-Coordinator of Work Package 7 within the PROFOUND Horizon Europe proposal, an international research initiative examining how basic and digital skills, lifelong learning and responsible human–AI collaboration can strengthen productivity, innovation, inclusion and European competitiveness. The proposal is currently under development and funding remains pending.

His academic profile is supported by Q1/Q2 journal publications, international book projects, European research proposal development, scientific evaluation and peer-review activity, executive education and academic collaboration across Europe and Latin America.

EUROPEAN RESEARCH LEADERSHIP

PROFOUND — Horizon Europe Proposal

In 2026, João Miguel Oliveira Cotrim was invited to serve as Proposed Deputy Team Leader / Co-Lead of the Universidade Lusófona team within the PROFOUND Horizon Europe proposal.

Working alongside the institutional Team Lead, his proposed role supports the scientific and organisational coordination of Lusófona’s participation across the project, including fieldwork methodology, company engagement, Skills Labs, Skills Journey research, longitudinal qualitative methods and cross-country synthesis. Universidade Lusófona is expected to lead WP7 within the international consortium.

PROFOUND investigates how basic skills contribute to productivity, innovation, competitiveness and economic growth in Europe, while examining emerging questions around digital competence and responsible Human–AI Collaboration.

Status: Horizon Europe proposal under development; funding decision pending.

Expertise

• Responsible Innovation
• Ethical Artificial Intelligence
• Digital Trust and Legitimacy
• AI Governance
• Conscious Business
• Human-Centred Leadership
• Platform Economies
• Sustainability and Organisational Ethics
• Responsible Management Education

“The greatest risk of artificial intelligence is not that machines begin to think like humans, but that humans begin to think like machines.”
— João Miguel Oliveira Cotrim

Biography

Dr. João Miguel Oliveira Cotrim is an international academic, researcher, author, and scientific reviewer with a Professor Titular / Full Professor-equivalent academic trajectory. His work explores how emerging technologies reshape trust, legitimacy, governance, responsibility, leadership, and human decision-making in organisations, platforms, and digital ecosystems.

He currently serves as Senior Research Associate at Universidad Anáhuac México, Affiliated Researcher at EGADE Business School – Tecnológico de Monterrey, and Invited Assistant Professor at Universidade Lusófona in Portugal. His academic trajectory connects Europe and Latin America through international research collaboration, Q1 journal publications, peer-review activity, academic conferences, interdisciplinary projects, book publications, and European research development.

In 2026, Dr. Cotrim was invited to join the scientific and institutional leadership structure of PROFOUND, a Horizon Europe consortium proposal, as Proposed Deputy Team Leader / Co-Lead of the Universidade Lusófona team. Working alongside the institutional Team Lead, his proposed role supports the scientific and organisational coordination of Lusófona’s participation across the project and is broader than deputy leadership of a single Work Package. Universidade Lusófona is expected to lead WP7 while contributing across fieldwork methodology, company engagement, Skills Labs, Skills Journey research, longitudinal qualitative methods, and cross-country synthesis.

PROFOUND examines how basic skills—including literacy, numeracy, science, digital competence, and citizenship—contribute to productivity, innovation, competitiveness, inclusion, and economic growth in Europe. The project also addresses responsible Human–AI Collaboration, including verification of AI outputs, trust calibration, contestability, and the preservation of human decision authority. The proposal is currently under development and funding remains pending.

His research focuses on Responsible Innovation, Ethical Artificial Intelligence, Digital Trust, AI Governance, Conscious Business, Human-Centred Leadership, Sustainability, Organisational Ethics, and Platform Economies. His work combines academic rigour, ethical reflection, societal relevance, and a humanistic understanding of technology, organisations, and business transformation.

Dr. Cotrim holds a PhD in Management from ISCTE Business School in Lisbon, an MBA awarded by the University of Wales and taught in cooperation with Robert Kennedy College in Switzerland, a Master’s degree in International Relations from ISCSP – University of Lisbon, and an M.A. in Media & Cultural Analysis from Loughborough University in the United Kingdom.

He is the author of Negocios que Inspiran – CheckMate al Viejo Modelo de Empresa, published by Tirant lo Blanch in 2025, as well as Sharing Economy – Resources and Strategic Partnerships, Bio-Leadership Guide, A Marca Portugal, and Globalization and its Impacts on the Portuguese Society.

His current and forthcoming book projects examine ethics, innovation, responsible business, artificial intelligence, platform economies, and the future of human-centred organisations.

Dr. Cotrim is an Accredited Evaluator within Mexico’s RCEEA / SECIHTI system, a member of the European Academy of Management — EURAM — and a reviewer for international journals and conferences, including Journal of Business Research, Technovation, Sustainability, Journal of Macromarketing, and EURAM.

Across his teaching, research, writing, and institutional activity, he is particularly interested in how organisations can innovate responsibly while preserving human dignity, legitimacy, trust, ethical responsibility, and purpose.

Selected Peer-Reviewed Publications

1. Cotrim, J. M., & Assadi, D. (2026). The Impact of Emotion Recognition Artificial Intelligence on Trust in Sharing Economy Platforms. Social Sciences & Humanities Open. Q1 Journal indexed in Scopus and Web of Science.
2. Cotrim, J. M. (2025). Consumer Motivations for Participation in the Sharing Economy: A Goal-Framing Perspective. Sustainable Futures, Elsevier. Q1 Journal indexed in Scopus and Web of Science.
3. Cotrim, J. M., & Nunes, F. G. (2024). Entrepreneurial Organizational Identity in the Sharing Economy: An Identity Claims and Legitimacy Granting Approach. International Journal of Business Innovation and Research. Q2 Journal indexed in Scopus and Web of Science.
4. Cotrim, J. M., Nunes, F., & Laurenti, R. (2020). Making Sense of the Sharing Economy: A Category Formation Approach. Sustainability. Q1 Journal indexed in Scopus and Web of Science.
5. Laurenti, R., Singh, J., Cotrim, J. M., Toni, M., & Sinha, R. (2019). Characterizing the Sharing Economy State of the Research: A Systematic Map. Sustainability. Q1 Journal indexed in Scopus and Web of Science.

Selected Manuscripts Under Review

1. Cotrim, J. M. (Under Review). Governing the Legitimacy of AI-Enabled Digital Business Transformation under Socio-Technical Uncertainty. Digital Business. Q1 Journal indexed in Scopus and Web of Science.

International Conferences and Academic Engagement

Dr. Cotrim actively participates in international academic conferences and research networks focused on management, innovation, ethics, sustainability, and digital transformation.

He participated in EURAM 2024 at the University of Bath, United Kingdom, presenting the paper: “Motivations for Participation in the Sharing Economy: A Goal-Framing Perspective.”

He participated in EURAM 2026 at the University of Agder in Kristiansand, Norway, presenting the paper: “When AI Adopts Us: Emotion Recognition, Reciprocal Adoption, and the Reconfiguration of Trust and Legitimacy in Platform Ecosystems.”

His current research explores how Artificial Intelligence, emotion recognition systems, and platform technologies reshape organisational legitimacy, human trust, governance, and ethical decision-making under conditions of socio-technical uncertainty.

Books

• Negocios que Inspiran – CheckMate al Viejo Modelo de Empresa. Tirant lo Blanch, 2025.
• Sharing Economy – Resources and Strategic Partnerships. AAPI, 2023.
• Bio-Leadership Guide – The 5 Layers Model for Success in Social Businesses. Brain U Coaching, 2020.
• A Marca Portugal. Bubok Editor, 2010.
• Globalization and its Impacts on the Portuguese Society. Bubok Editor, 2010.
• Ethics and Innovation: Rethinking Business Responsibility in the Age of AI and Platform Economies. Forthcoming.
• Horizontal Society. Forthcoming.

Academic Activity and Recognition

Dr. João Miguel Oliveira Cotrim has developed an international academic profile across Europe and Latin America, combining research, teaching, peer review, book authorship, and institutional service.

He has been affiliated with Universidad Anáhuac México, EGADE Business School – Tecnológico de Monterrey, Tecnológico de Monterrey, Universidade Lusófona, ISCTE Business School, the European Commission, and several international academic and scientific initiatives.

He serves as an Accredited Evaluator of scientific and academic research projects under Mexico’s SECIHTI and contributes as reviewer to internationally indexed journals and conferences.

He has also served as Guest Editor of the Special Issue “Towards a Sustainable Wine Industry: Economic, Social, and Environmental Perspectives” in Sustainability, a peer-reviewed journal indexed in Scopus and Web of Science.

Education

PhD in Management (2021)

ISCTE Business School — Lisbon, Portugal
Thesis: Making Sense of the Sharing Economy – How and Why Stakeholders Grant Legitimation.
Approved unanimously by the jury.

MBA (2014)

University of Wales / Robert Kennedy College — Switzerland / United Kingdom
Dissertation: Exploring New Ways of Looking at Leadership.

Master’s Degree in International Relations (2010)

ISCSP — University of Lisbon
Specialisation in International Business.

M.A. in Media & Cultural Analysis (2003)

Loughborough University — United Kingdom
Major in Globalization Processes.

Contact

E-mail:

joao.oliveira@anahuac.mx
cotrimjoao@gmail.com

Website:

joaomiguelcotrim.com 

LinkedIn:

linkedin.com/in/joaomiguelcotrim/