Professors

Marcos LIMA

Professor

Marketing and Innovation

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Marcos LIMA

Academy

Transformation

Research center

SKEMA Centre for Artificial Intelligence

Location

Paris

Discipline

Marketing

Either as a consultant or as a business lecturer in colleges and universities, I have lived, worked or studied in such different cultural environments as Brazil, the USA, Austria, Germany and now France. Over the past decade I have worked as a consultant and taught under-graduate and MBA courses in the fields of Technology and Innovation Management, Marketing, Intercultural Behavior, Knowledge Management and Entrepreneurship. A strong adept of the Case Study Method of Learning, I have devoted my PhD thesis to the development and testing of a web-based software for collaborative organizational analysis called "Panteon" (in partnership with Michigan State University). I have recently authored (with Thierry Fabiani) the book "Teaching with Cases", and "Réussir mes études de cas". I have also published excerpts of my HDR Thesis as a book by Wiley called "Entrepreneurship and Innovation Education: Frameworks and Tools". I'm currently the Director of the International Marketing and Business Development MSc Program at Skema Business School in Lille. I split my time between the Lille and Paris campuses. I am pedagogical director of several Executive Education programs with Skema.

Education
2021
HDR en Sciences de Gestion, Université du Littoral Côte d'Opale, France
2003
Ph.D. in Communication Technologies, Universidade Federal da Bahia, Brazil
1999
MSc in Innovation Management, Universidade Federal da Bahia, Brazil
1994
BA in Business Administration, Universidade Federal da Bahia, Brazil
Experience
Full-time academic positions
Since 2022
Professor, SKEMA Business School, France
Since 2018
Associate Professor, SKEMA Business School, France
2009 - 2018
Associate Professor, École de management Léonard de Vinci, France
Other academic affiliations and appointments
Since 2022
Associate Dean of Academy, SKEMA Business School, France
Since 2018
Director of the International Marketing & Business Development MSc Programme, SKEMA Business School, France
2009 - 2018
Lecturer, SKEMA Business School, France
1999 - 2003
Marketing Department Coordinator, FTE, Brazil
Other professional experiences
Since 2011
Consultant, AKTEOS, France
2008 - 2009
Knowledge Management Consultant, Amadeus, France
2004 - 2007
Director, Bahia Technology Park Project, Brazil
1999 - 2004
Creation, Clicom Consulting Company, Brazil
1997 - 1999
Project Coordinator, Federation of Industries, Brazil
1995 - 1997
Manager, ISC Health Research Center, Brazil

Peer-reviewed journal articles

, LIMA, M. and APPIO, F. (2024). An Action-Research Framework for Investigating Design Thinking Innovation Case Studies: Underlying Reasoning Logics and Approaches for a Triple-Stage Methodology. Innovations - Revue d'Economie et de Management de l'Innovation / Journal of Innovation Economics and Management.
LIMA, M., BAUDIER, P., HAIKEL-ELSABEH, M. and DALMAS, M. (2024). Agility and Resilience of the French “Industrie du Futur” During the Covid-19 Pandemic: Insights from a Multi-dimensional Framework. Technologie et Innovation, 9(4).
LIMA, M., ABRAMOVITCH, R. and DALMAS, M. (2021). Perceptions of Telediagnoses Technology in Brazil: A Case of Active Innovation Resistance? Innovations - Revue d'Economie et de Management de l'Innovation / Journal of Innovation Economics and Management, 35(2), pp. 81-103.
LIMA, M. (2020). Smarter Organizations - Insights from a Smart City Hybrid Framework. International Entrepreneurship and Management Journal, 16, pp. 1281–1300.
APPIO, F., LIMA, M. and PAROUTIS, S. (2019). Understanding Smart Cities: Innovation Ecosystems, Technological Advancements and Societal Challenges. Technological Forecasting and Social Change, 142(May), pp. 1-14.
DALMAS, M. and LIMA, M. (2019). How Generation Z perceives work. Revue Internationale de Psychosociologie et de Gestion des Comportements Organisationnels (RIPCO), XXV(60), pp. 97-116.
LIMA, M., BAUDIER, P. and BOUFADEN, N. (2018). Perception de l'usabilité des outils d'innovation : le biais du genre dans l'utilisation du Business Model Canvas. Innovations - Revue d'Economie et de Management de l'Innovation / Journal of Innovation Economics and Management, 57(3), pp. 59-84.
LIMA, M. and DALMAS, M. (2017). Entreprise libérée et organisation agile. Deux approches complémentaires de la compétitivité organisationnelle. Recherche et Cas en Sciences de Gestion, 17(1), pp. 9-24.
LIMA, M. and BAUDIER, P. (2017). Business Model Canvas Acceptance among French Entrepreneurship Students: Principles for Enhancing Innovation Artefacts in Business Education. Innovations - Revue d'Economie et de Management de l'Innovation / Journal of Innovation Economics and Management, 23(2), pp. 159-183.
LIMA, M. and DALMAS, M. (2017). Inov'On ou les dilemmes d'une entreprise libérée. Recherche et Cas en Sciences de Gestion, (17), pp. 63-78.
DALMAS, M. and LIMA, M. (2016). Génération Y, Génération postmoderne? Les enjeux pour la GRH. Management & Avenir, 90(8), pp. 151-174.
MATELLY, S. and LIMA, M. (2016). The influence of the state on the strategic choices of defence companies: the cases of Germany, France and the UK after the Cold War. Innovations - Revue d'Economie et de Management de l'Innovation / Journal of Innovation Economics and Management, 20(2), pp. 61-88.
AMARAL, M.G., MAGACHO, L.A.M., LIMA, M. and ANDRADE LEITE, P. (2010). Uma proposta de avaliação de maturidade em parques científicos, tecnológicos e de inovação. Revista Locus Cientifico - Anprotec, 3(4), pp. 115-122.
MOTTA, G. and LIMA, M. (2007). Indicações para a gestão da qualidade em serviços turísticos para consumidores da terceira idade: uma análise qualitativa com a interface Panteon. Caderno Virtual de Turismo, 7, pp. 52-62.
DA SILVA MOTTA, G., LIMA, M. and BASTOS WANDERLEY, Y. (2007). O uso do Sistema Panteon para a pesquisa qualitativa em analise organizacional. Diálogos Possíveis, 2, pp. 25-38.

Conference proceedings

LIMA, M., CABROL, C., MARCHANDE, N. and HASTENREITER, H. (2008). Defying Conventional Wisdom by Creating Technology Parks in Immature Systems of Innovation: The Case of Sophia Antipolis and Tecno Via.
LIMA, M. and HASTENREITER, H. (2008). Challenges and Opportunities in the Creation of a Sustainable Technology Park in an Immature Local System of Innovation: the case of TecnoVia, Brazil.
LIMA, M., ALMEIDA, E.C. and RAMACCIOTTI, R.L. (2006). Implantação do TecnoVia Parque Tecnológico: lições da experiência norte-americana.

Non peer-reviewed journal articles

LIMA, M., BAUDIER, P., ALAWAMLEH, K. and SEGUIN, B. (2020). Motivations intrinsèques et extrinsèques des utilisateurs de systèmes de covoiturage. Technologie et Innovation.
ALBERTINI, T., FABIANI, T., LAMETA, N. and LIMA, M. (2019). A Framework for Evaluating the Effectiveness of Entrepreneurial Teaching in Higher Education. Marché et Organisations, 1(34), pp. 159-186.
MOTTA, G. and LIMA, M. (2018). Always On: tensions between the libertarian ideal and the surveillance and control potential in a hyperconnected society. RASI - Revista de Administração, Sociedade e Inovação, 4(1), pp. 5-15.
LIMA, M., NAMACI, L. and FABIANI, T. (2014). A Netnographic Study of Entrepreneurial Traits: Evaluating classic typologies using the crowdsourcing algorithm of an online community. Independent Journal of Management and Production. Independent Journal of Management & Production, 5(3), pp. 693-709.

Book chapters

LIMA, M. (2021). Knowledge Management in Innovative Organizations. In: Dimitri Uzunidis, Fedoua Kasmi, Laurent Adatto. eds. Innovation Economics, Engineering and Management Handbook 1 (Main Themes). 1st ed. London: Wiley-ISTE, pp. 209-215.
LIMA, M. (2021). Business Models for Innovation Strategies. In: Dimitri Uzunidis, Fedoua Kasmi, Laurent Adatto eds. Innovation Economics, Engineering and Management Handbook 1 (Main Themes). 1st ed. London: Wiley-ISTE, pp. 233-240.
LIMA, M. and SEULLIET, E. (2019). Evolution des écosystèmes d'innovation : des origines de la métaphore écologique à une nouvelle génération. In: Blandine Laperche, Marcos Lima, Eric Seulliet, Brigitte Trousse eds. Les Ecosystèmes d'Innovation : Regards Croisés des Acteurs Clés. 1st ed. Paris: L'Harmattan, pp. 35-47.

Guest editor of a journal special issue

LIMA, M. and FOREST, J. (2023). L’entrepreneuriat et l’innovation dans l’enseignement supérieur : défis et bonnes pratiques. Marché et Organisations, 46(1).
APPIO, F., PAROUTIS, S. and LIMA, M. (2019). Understanding Smart Cities: Innovation ecosystems, technological advancements, and societal challenges. Technological Forecasting and Social Change, 142, pp. 1-14.

Published business cases

FABIANI, T. and LIMA, M. (2012). Subway France - cible et positionnement. CCMP.
FABIANI, T. and LIMA, M. (2010). Scaglia: Lancement d'une bière identitaire. CCMP.
LIMA, M. and FABIANI, T. (2010). Scaglia's Local Identity Beer. CCMP.

Books and book editor

LIMA, M. (2021). Entrepreneurship and innovation Education: Frameworks and Tools. John Wiley & Sons, 224 pages.
LIMA, M. and FABIANI, T. (2016). Réussir mes études des cas: outils et mises en situation, modèles analytiques, mini-cas d'entreprises. Dunod, 224 pages.
LIMA, M. and NIVET, B. (2014). L'entreprise et son environnement: entreprendre, apprendre, s'adapter. Amazon Create Space, 216 pages.
LIMA, M. and FABIANI, T. (2014). Teaching with cases : a framework-based approach. Amazon Create Space, 244 pages.
LIMA, M. and TEIXEIRA, F. (2010). Inserção de um agente indutor da relação universidade-empresa em sistema de inovação fragmentado. Amazon Create Space, 212 pages.

Conference presentations

ALBERTINI, T., FABIANI, T. and LIMA, M. (2011). Customer Language Proficiency: an empirical method for small businesses. In: Global Research Symposium on Entrepreneurship, Marketing and Entrepreneurship Education. Rio de Janeiro.
LIMA, M., FABIANI, T. and JOUINI, N. (2011). Using Social Media and Active Learning Principles To Empower Creative and Critical Thinking In Business Schools: The Case of Organixis. In: Brazilian Congress on Society, Business and Innovation. Volta Redonda.
AMARAL, M.G., MAGACHO, L.A.M. and LIMA, M. (2010). Towards a Quantitative Model for Maturity Assessment in Technology Parks. In: Triple Helix VIII - International Conference on University-Industry-Government Linkages. Madrid.
AMARAL, M.G., MAGACHO, L.A.M. and LIMA, M. (2009). Uma proposta de avaliação de maturidade em parques cientificos,tecnologicos e de inovação - PCTIs. In: Seminario Nacional de Parques Tecnologicos e Incubadoras de Empresas. Florianopolis.