Carmen Lages is a professor and researcher with more than 20 years of experience in teaching and research in strategic marketing, marketing communications, sustainability, and business model innovation. A critical and transformative view of the role of marketing in organizations and society has shaped her academic and consulting work.
She is co-founder of the Leadership for Impact Centre and Academic Director of the Leapfrog program – a three-year capacity-building journey for social organizations – where she has supported innovative projects aimed at maximizing the positive impact of social missions.
Her current research interests focus on the role of marketing in social entrepreneurship and social impact, as well as on how marginalized market categories (such as Complementary and Alternative Medicine) can achieve legitimacy.
Her teaching approach fosters a strategic, critical, and ethical perspective of marketing as a management tool, challenging leaders and organizations to think in an integrated way about how they adapt to changing environments and about the impact of their decisions on both organizations and society. She combines participatory methods and gamification to enhance learning and experimentation in the classroom.
Carmen Lages is strongly committed to developing leaders and organizations capable of integrating strategic, ethical, and social dimensions into the way they create value, promoting more responsible, sustainable, and purpose-driven marketing practices.