Responsible Innovation • Ethical Artificial Intelligence • Digital Trust • Conscious Business
International academic, senior researcher, author, and scientific reviewer working at the intersection of technology, ethics, trust, legitimacy, and human-centred business transformation.
Senior Research Associate at Universidad Anáhuac México • Affiliated Researcher at EGADE Business School – Tecnológico de Monterrey • Invited Assistant Professor at Universidade Lusófona
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, senior researcher, author, and scientific reviewer whose work explores how emerging technologies reshape trust, legitimacy, governance, responsibility, leadership, and human decision-making in organisations 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 research collaboration, Q1 journal publications, peer-review activity, international conferences, and interdisciplinary book projects.
His research focuses on Responsible Innovation, Ethical Artificial Intelligence, Digital Trust, AI Governance, Conscious Business, Human-Centred Leadership, Sustainability, 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 (2021), an MBA awarded by the University of Wales and taught in cooperation with Robert Kennedy College in Switzerland (2014), a Master’s Degree in International Relations from ISCSP – University of Lisbon (2010), and an M.A. in Media & Cultural Analysis from Loughborough University in the United Kingdom (2003).
He is the author of Negocios que Inspiran – CheckMate al Viejo Modelo de Empresa (Tirant lo Blanch, 2025), published by one of the most prestigious publishers in the legal and social sciences field in the Ibero-American space. He is also the author of Sharing Economy – Resources and Strategic Partnerships (2023), Bio-Leadership Guide (2020), A Marca Portugal (2010), and Globalization and its Impacts on the Portuguese Society (2010).
His forthcoming works include Ethics and Innovation: Rethinking Business Responsibility in the Age of AI and Platform Economies and Horizontal Society.
Dr. Cotrim is an Accredited Evaluator in Mexico’s RCEEA / SECIHTI system, member of the European Academy of Management (EURAM), and reviewer for leading 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, and purpose.
Selected Publications
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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 will also present his research at EURAM 2026 in Kristiansand, Norway, with 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
joaocotrim@yahoo.com.br
Website:
LinkedIn: