Biography

Bruno Fernandes is a Professor of Strategy and Marketing at the COPPEAD Graduate School of Business, Federal University of Rio de Janeiro. He holds a PhD in Business Administration and an MBA in Finance from COPPEAD, as well as an MBA in Business Management from IBMEC and a Bachelor’s degree in Production Engineering from UERJ. He completed programs in management at Fundação Dom Cabal, Université Panthéon-Assas (Paris), and IE Business School (Madrid).

His research develops a multilevel theory of effective participation in platform-mediated communities, examining how socio-digital arrangements jointly structure opportunities, legitimacy, and patterns of inclusion in contemporary markets. His work integrates platform strategy, algorithmic governance, and community norms, with applications in energy, health and well-being, and consumption ecosystems.

With more than 20 years of professional experience in leading Brazilian corporations — including Globo, White Martins, Embratel, Americanas, and Icatu —, Bruno bridges theory and practice to support leaders in strategic decision-making within contexts of transformation and sustainable growth. He serves as a volunteer Director at Alumni COPPEAD, publishes academic research and teaching cases, and reviews for national and international journals and conferences.