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

João Miguel Oliveira Cotrim is an international academic, researcher, author and scientific reviewer whose career has reached Professor Titular / Full Professor-equivalent level. His work lies at the intersection of Management and Strategy, Responsible Innovation, Ethical Artificial Intelligence, Digital Trust, AI Governance, Platform Ecosystems and Human-Centred Business Transformation.

His research examines how artificial intelligence, digital platforms and emerging technologies reshape trust, legitimacy, organisational responsibility and human decision-making. His academic trajectory connects Europe and Latin America through research collaboration, peer-reviewed publications, book authorship, scientific evaluation, teaching and European research development.

Research Appointments and Affiliations

Universidad Anáhuac México — Research Associate
His primary contractual research appointment, based in the School of Economics and Business.

EGADE Business School, Tecnológico de Monterrey — Affiliated Researcher / Profesor Adscrito
Scientific affiliation through the Impactful Entrepreneurship and Innovation Research Group.

INTREPID Lab, Universidade Lusófona — Proposed Associate / Collaborating Researcher
Research affiliation proposed for February 2027, pending formalisation. The final designation and institutional status remain subject to formal confirmation.

He also currently serves as an Invited Assistant Professor at Universidade Lusófona, with this teaching appointment scheduled to conclude in January 2027.

His academic profile includes Q1/Q2 peer-reviewed journal publications, two forthcoming single-authored books with Routledge and Tirant lo Blanch, scientific evaluation and peer-review activity, executive education, and international academic collaboration.

EUROPEAN RESEARCH LEADERSHIP

PROFOUND — Submitted Horizon Europe Proposal

In 2026, João Miguel Oliveira Cotrim was appointed Deputy Team Leader / Co-Lead of the Universidade Lusófona team within the PROFOUND Horizon Europe proposal, also serving as Co-Lead of Work Package 7 (WP7).

Working alongside the institutional Team Lead, he contributes to the scientific and organisational coordination of Universidade Lusófona’s participation. His contributions extend across work-package planning, fieldwork methodology, company engagement, Skills Labs, Skills Journey research, longitudinal qualitative methods and cross-country synthesis.

Under the submitted proposal, 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: Proposal submitted; funding decision pending. Funding has not yet been confirmed. Continuation of the Deputy Team Leader / Co-Lead role beyond January 2027 is subject to institutional confirmation.

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 career trajectory at Professor Titular / Full Professor-equivalent level. His academic work combines research, teaching, scientific evaluation, book authorship and institutional collaboration across Europe and Latin America.

His research focuses on Management and Strategy, Responsible Innovation, Ethical Artificial Intelligence, Digital Trust, AI Governance and Human-Centred Business Transformation. He examines how artificial intelligence and digital technologies reshape trust, legitimacy, governance, organisational responsibility and human decision-making.

His primary contractual research appointment is as Research Associate at Universidad Anáhuac México, within the School of Economics and Business. He is also an Affiliated Researcher / Profesor Adscrito at EGADE Business School, Tecnológico de Monterrey, through the Impactful Entrepreneurship and Innovation Research Group.

A further research affiliation with INTREPID Lab, Universidade Lusófona, is proposed for February 2027 and remains pending formalisation. The designation of Associate / Collaborating Researcher is subject to formal institutional confirmation. His current teaching appointment as Invited Assistant Professor at Universidade Lusófona is scheduled to conclude in January 2027.

In 2026, he was appointed Deputy Team Leader / Co-Lead of the Universidade Lusófona team within the PROFOUND Horizon Europe proposal and Co-Lead of Work Package 7 (WP7). The proposal has been submitted, with funding still pending. Continuation of his team leadership role beyond January 2027 is subject to institutional confirmation.

His work combines academic rigour with a humanistic perspective on technological and organisational transformation, connecting research on platform economies with emerging debates on responsible AI, institutional legitimacy and human-centred governance.

Dr. Cotrim holds a PhD in Management from ISCTE Business School, an MBA from the University of Wales / Robert Kennedy College, a Master’s Degree in International Relations from ISCSP — University of Lisbon, and an M.A. in Media & Cultural Analysis from Loughborough University.

He is the author of several books and academic publications, including Negocios que Inspiran – CheckMate al Viejo Modelo de Empresa (Tirant lo Blanch, 2025). His two forthcoming single-authored books are Ethics and Responsible Innovation in AI: Governance, Business, and Societal Alignment, under contract with Routledge (Taylor & Francis Group), and Innovación Consciente en la Era de la Inteligencia Artificial, with Tirant lo Blanch.

He is also an Accredited Evaluator within Mexico’s RCEEA / SECIHTI system, a member of the European Academy of Management (EURAM), and a scientific reviewer for internationally recognised journals and conferences.

Across his research, teaching, writing and institutional activity, his work is guided by a central question: how can organisations innovate responsibly while preserving human dignity, trust, legitimacy, ethical responsibility and purpose?

Selected Peer-Reviewed Publications

1. Cotrim, J. M., & Assadi, D. (2026). The Impact of Emotion Recognition Artificial Intelligence (ERAI) 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. Published Open Access with institutional support from Tecnológico de Monterrey through a FAP grant.

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, 12(24), 10648. 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, 11(20), 5729. Q1 journal indexed in Scopus and Web of Science.

Current Research Pipeline

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.

2. Assadi, D., Cotrim, J. M., & Biot-Paquerot, G. (under review). Can Generative AI Rehumanize Dehumanized Human Individuality and Relations in the Emerging Digital Economy and Society? Academy of Marketing Science Review. Q1 journal indexed in Scopus and Web of Science.

3. Cotrim, J. M. (under review). Human-Centred Responsible AI: Reframing AI Ethics as Institutional Governance. Ethics and Information Technology.

Research Agenda

His ongoing research addresses responsible innovation alignment, responsible AI governance, emotion recognition technologies, digital trust, platform legitimacy and human-centred business transformation.

This agenda connects conceptual theory development with questions of institutional legitimacy, stakeholder responsibility, algorithmic accountability and strategic decision-making under socio-technical uncertainty.

International Conferences and Academic Engagement

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

At EURAM 2026, hosted by the University of Agder in Kristiansand, Norway, he presented:

“When AI Adopts Us: Emotion Recognition, Reciprocal Adoption, and the Reconfiguration of Trust and Legitimacy in Platform Ecosystems.”

At EURAM 2024, hosted by the University of Bath, United Kingdom, he presented:

“Motivations for Participation in the Sharing Economy: A Goal-Framing Perspective.”

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.

Looking ahead to 2027, he is developing new research for potential submission to EURAM 2027 in Amsterdam, extending his research agenda in Responsible Innovation, Ethical AI, Digital Trust and Human-Centred Innovation.

Books

Forthcoming Books

• Cotrim, J. M. (forthcoming; under contract). Ethics and Responsible Innovation in AI: Governance, Business, and Societal Alignment. Routledge Focus on Business and Management, Taylor & Francis Group.

• Cotrim, J. M. (forthcoming). Innovación Consciente en la Era de la Inteligencia Artificial. Tirant lo Blanch.

Published Books

• Cotrim, J. M. (2025). Negocios que Inspiran – CheckMate al Viejo Modelo de Empresa. Tirant lo Blanch.

• Cotrim, J. M. (2023). Sharing Economy – Resources and Strategic Partnerships. AAPI — Associação Ação para a Internacionalização.

• Cotrim, J. M., & Freitas, F. C. A. (2020). Bio-Leadership Guide – The 5 Layers Model for the Success in Social Businesses. Brain U Coaching.

• Cotrim, J. M. (2010). A Marca Portugal. Bubok Editor.

• Cotrim, J. M. (2010). Globalization and its Impacts on the Portuguese Society. Bubok Editor.

Academic Activity and Recognition

Dr. João Miguel Oliveira Cotrim’s academic activity spans research, teaching, peer review, book authorship, executive education and institutional service across Europe and Latin America.

His current research appointments are with Universidad Anáhuac México and EGADE Business School, Tecnológico de Monterrey. A further affiliation with INTREPID Lab, Universidade Lusófona, is proposed for February 2027 and remains pending formalisation. He also currently teaches at Universidade Lusófona, with that appointment scheduled to conclude in January 2027.

His wider academic and professional experience includes teaching and collaboration at Tecnológico de Monterrey and ISCTE Business School, as well as a Blue Book traineeship at the European Commission, supporting Horizon 2020 research and innovation programme activities.

He serves as an Accredited Evaluator within Mexico’s RCEEA / SECIHTI system, evaluating scientific and humanistic research proposals and projects.

His peer-review activity includes work for Journal of Business Research, Technovation, Sustainability, Behavioral Sciences, Journal of Macromarketing, Journal of Retailing and Consumer Services, Journal of Theoretical and Applied Electronic Commerce Research, and the EURAM Annual Conference.

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

He is a member of the European Academy of Management (EURAM) and an Editorial Board Member of the Independent Journal of Management & Production.

His current academic activity includes international research collaboration, European research proposal development, executive education and a publication agenda in Responsible Innovation, Ethical AI, AI Governance and Digital Trust.

Education

PhD in Management (2021)

ISCTE Business School — Lisbon, Portugal

Specialisation in Human Resources and Organisational Behaviour.

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 — United Kingdom / Switzerland

Dissertation: Exploring New Ways of Looking at Leadership.

Master’s Degree in International Relations (2010)

ISCSP — University of Lisbon, Portugal

Specialisation in International Business.

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

Loughborough University — United Kingdom

Major in Globalization Processes.

Degree in International Relations (2001)

ISCSP — University of Lisbon, Portugal

Specialisation in International Cultural Relations.

Contact

E-mail:

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

Website:

joaomiguelcotrim.com 

LinkedIn:

linkedin.com/in/joaomiguelcotrim/

ORCID:

https://orcid.org/0000-0003-3321-5713

Google Scholar:

https://scholar.google.com/citations?user=n_WJ35AAAAAJ