Cláudia Pires Ribau

Cláudia P. Ribau holds a PhD in Marketing and Strategy from the University of Aveiro, Portugal. She has over 25 years of professional experience in the industrial sector, where she developed her career primarily as a Marketing Manager, also taking on responsibilities in Human Resources, within a B2B context. Since 2004, she has been engaged in higher education, combining her practical expertise with academic activity. She is actively involved in research and teaches in the fields of Marketing, Communication, Digital Marketing, and International Marketing. Since February 2024, she has held the position of Adjunct Professor at ISCA – University of Aveiro, Portugal, and is also a Researcher at GOVCOPP (Research Unit on Governance, Competitiveness and Public Policies).

Publications

Promoting Destination Marketing Strategies in Authenticity and Nature Tourism
Promoting Destination Marketing Strategies in Authenticity and Nature Tourism
Mariana Taveira Gouveia, Bruno Barbosa Sousa, Cláudia Ribau. © 2026. 22 pages.
Marketing is a crucial tool for tourist destinations to promote a differentiating strategy and secure a competitive advantage over alternative tourist destinations. Tourism, as a...
The Evolution of Marketing Strategy: Redefining the Marketing Mix with Artificial Intelligence (AI) – The 8As Framework
The Evolution of Marketing Strategy: Redefining the Marketing Mix with Artificial Intelligence (AI) – The 8As Framework
João Carlos Dias Santos, Claudia Pires Ribau, Isabel Oliveira Martins. © 2026. 54 pages.
The rapid expansion of Artificial Intelligence (AI) is transforming marketing strategy, challenging the relevance of the traditional 4Ps framework. This chapter explores how...
International Marketing Practices and Strategies in the Dynamics of Brand Management
International Marketing Practices and Strategies in the Dynamics of Brand Management
Sofia Brito Tavares, Cláudia Pires Ribau, Bruno Barbosa Sousa. © 2026. 38 pages.
International marketing plays an important role in the development of globalization and the complexity of brand management. This chapter aims to present an exploratory overview...
Beyond Differentiation: How Competitive Intensity Shapes Export Performance for Mozambican SMEs
Beyond Differentiation: How Competitive Intensity Shapes Export Performance for Mozambican SMEs
Eurico Colarinho Navaia, António Carrizo Moreira, Cláudia Pires Ribau. © 2025. 22 pages.
Although the relationship between competitive strategy and export performance has been addressed previously in the literature, the moderating effect of the competitive intensity...
Use of Artificial Intelligence Chatbots in the Hospitality Industry: Preliminary Insights on Value Co-Creation
Use of Artificial Intelligence Chatbots in the Hospitality Industry: Preliminary Insights on Value Co-Creation
Bruna Rijo, Cláudia P. Ribau, Bruno Barbosa Sousa. © 2025. 18 pages.
Artificial Intelligence (AI) has become a daily technology in various sectors and services. This chapter presents a preliminary reflection on the use of AI chatbots in the hotel...