Reinventing Corporate Strategy for Competitive Advantage

In today s fast-paced global economy, traditional approaches to corporate strategy are no longer sufficient in sustaining long-term success. Reinventing corporate strategy has become imperative for companies to gain and maintain a competitive advantage. This reinvention involves embracing innovation, using data-driven insights, and aligning strategic goals with the ever-changing market demands and technological advancements. Companies that proactively reshape their strategic frameworks are better equipped to anticipate change and create value in increasingly complex and competitive environments. Reinventing Corporate Strategy for Competitive Advantage explores a wide range of tools and innovations in corporate strategy. This book contributes to academic literature with updated models and case-driven insights. Covering topics such as innovation, economics, and organizations, this book is an excellent resource for academicians, graduate students, strategy consultants, and corporate leaders navigating complex strategic environments.

Ricardo Marcão , PhD, MBA, PMP, is a globally recognized expert in Project Management, Finance, Strategy, Grand Strategy, and Healthcare Innovation, with extensive experience across Pharma, MedTech, Medical Devices, IT, and Professional Services. He serves as Senior Project Manager at Feedzai, leading international initiatives that combat financial fraud through advanced AI-driven solutions, while also contributing to global business expansion projects. His expertise bridges corporate strategy and international policy, with a strong focus on how geopolitics, economic strategy, and competitive intelligence shape business and governance. With deep knowledge of policy frameworks and transatlantic relations, he is regarded as a thought leader in aligning business growth, technological innovation, and long-term governance. Throughout his career, Ricardo has led major transformations, including the implementation of gamification frameworks to enhance engagement and sales, the digital reinvention of Pharma and MedTech consulting, and the creation of a risk control model that increased project margins by 20%. From 2022 to 2023, he directed global CRM initiatives for top pharmaceutical companies, optimizing commercial operations across international markets. An accomplished academic, editor, and international speaker, Ricardo has authored and edited multiple books on strategy, innovation, and performance evaluation. He is also an Assistant Professor at ISLA Santarem - Polytechnic University, where he coordinates MBA, Post-Graduate, Master’s, and Higher Technical programs, shaping the next generation of business leaders at the intersection of business, technology, and governance. Ricardo is actively engaged with SCIP Portugal, APMP NYC, and PMI, continuing to advance strategic intelligence, business consultancy, and international policy discourse.

Vasco Santos , PhD, is an Assistant Professor at the Polytechnic University of Tomar (IPT) and member of the Research and Innovation Support Office (GAII). He has a Habilitation in Management (European University, Lisbon), a PhD in Business Sciences (Fernando Pessoa University, Porto), a PhD in Tourism (University of Seville, Spain) and a Post-Doctorate in Innovation Management (University of Aveiro). Specialises in Hotel and Restaurant Management. Integrated researcher at NECE-UI and collaborating researcher at GOVCOPP (University of Aveiro), TECHN&ART (Polytechnic University of Tomar) and CITUR (Polytechnic of Leiria). Editor-in-Chief of the scientific journal ‘International Journal of Digital Marketing, Management, and Innovation (IJDMMI)’. Author and reviewer for indexed scientific journals. Author of Book Chapters in IGI Global. Editor of Books in IGI Global.

Dr. Rúben Silva Pinhal is a Marketing and Strategy expert, currently serving as a Marketing Professor at ISCA – Universidade de Aveiro and ISCET, and Vice-Director of the Master’s in Marketing at the University of Aveiro. With a Ph.D. in Marketing and Strategy, his academic work bridges theory and practice, particularly in digital marketing, influencer strategy, and biometric consumer research. His recent publications explore the impact of visual attention on tourism marketing through advanced methods like eye-tracking. Alongside academia, Rúben actively consults and teaches in professional training programs, with a strong focus on digital transformation, content marketing, and AI applications in consumer behavior. He also leads marketing communications for high-profile brands, blending academic rigor with market relevance.