Guilherme Hidalgo Victorino

Guilherme Hidalgo Victorino is an invited Professor of Marketing, Innovation and Change Management at NOVA IMS and a career of more than 12 years in senior Marketing positions in telecommunications, media and healthcare industries.

He holds a degree in Marketing Management from Instituto Superior de Comunicação Empresarial, an Advanced Course in Health Management at INSEAD in Fontainebleau - France and is a certified Design Thinker and Change Manager coach.

His area of research is Brand Trust and Service Design. He’s a PhD candidate in Information Management at NOVA IMS, working on the study of patient behavior towards hospital choice.

Main research areas include the study of the antecedents of TRUST, including the impact of brand authenticity, service incidents and word of mouth on customer choice.