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Dr Cristiana Raquel Lages

Principal Visiting Research Fellow

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  • Services - Service Failure and Recovery; Creativity in Services; Service Innovation; Individual Learning & Front-line Employee Behaviours; Well-being; Healthcare, 
  • Digital Marketing - Social media; E-WOM; Artificial Intelligence; Marketing Metrics & Measurement of Intangibles, 
  • International Marketing - Export Performance; Marketing Strategy Adaptation/Standardisation



Cristiana Raquel Lages is Principal Visiting Research Fellow in the Marketing & Reputation Department of Henley Business School at the University of Reading, and Scholar of the Advanced Institute of Management (U.K.).

Previously, Cristiana was Associate Professor in Marketing & Service Management at Henley Business School, Senior Lecturer in the faculty of Loughborough University School of Business and Economics and a Lecturer at Leeds University Business School. Cristiana has held visiting positions at National University of Singapore, Boston College, University of Cambridge, Nottingham University Business School China, and Hanken School of Economics. She holds a PhD in Marketing from the University of Warwick (UK).

Cristiana has published papers in the Journal of Service Research, Journal of International Marketing, Journal of Business Research, European Journal of Marketing, International Marketing Review, International Journal of Human Resource Management, among others. She is also an ad-hoc reviewer for the Journal of Management Studies, British Journal of Management, European Journal of Marketing, Journal of Service Research, International Marketing Review, among others. She serves on the editorial board of the Journal of Service Management.

Her research has received financial support from several bodies, namely EUDOKMA Marie Curie, Banco Santander, Fundação para a Ciência e a Tecnologia, European Institute for Advanced Studies in Management (EIASM), Calouste Gulbenkian Foundation, Warwick Business School, The University of Warwick, Loughborough School of Business and Economics, among others. Overall, this research funding amounts to over £100,000.

In terms of leadership, Cristiana has been the Research Division Lead in the Marketing & Reputation department. She is also the Henley Business School academic staff representative in the Diversity & Inclusion Committee and has been a member of the Athena SWAN application panel for Henley Business School.

On the teaching front, Cristiana has taught and convened several modules at Henley, at the Masters level, on the Full Time MBA, and at the UG level:

Cristiana was nominated by her students for the Henley Business School Teaching Excellence Award.

In terms of engagement, Cristiana has established links and engaged with industry over time, namely through the Henley Centre for Customer Management. She has engaged with NHS Blood & Transplant (at John Radcliffe Hospital, Oxford), Lloyds Banking Group and British Airways. Currently, she is part of a team working with Resolver.