Full professor at the University of Minho with a focused research programme on competition in digital markets — personalised pricing, price discrimination, targeted advertising, and data-driven mergers.
Full professor of economics at the University of Minho and researcher at NIPE — Economic Policies Research Unit. Director of the PhD Programme in Economics since 2021. President of the School Council of the School of Economics, Management and Political Science (EEG), from November 2025.
Research focus on industrial organisation, game theory, and digital markets — with particular attention to personalised pricing, price discrimination, targeted advertising, data-driven mergers, and competition policy. Eighteen peer-reviewed journal articles in outlets including the International Journal of Industrial Organization, Journal of Economics & Management Strategy, and Marketing Science.
Her 2014 IJIO paper on elasticity and behaviour-based pricing won the Best Paper Award in 2015.
Sustained academic leadership at U. Minho's School of Economics, Management and Political Science, alongside a focused research programme on competition in digital markets.
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