João F. Proença is Full Professor and President of the Management Department of the Faculty of Economics of the University of Porto since March 2023.
He was the Rector of the European University, Laureate International Universities, where he was also President of the University Council, President of the Scientific Council, President of the Pedagogical Council and Chief Academic Officer for the group's operations in Portugal, 2015-2017, which included the European University, the IADE and the IPAM Porto and IPAM Lisbon.
He also was the Dean and the President of the Scientific Council of the Faculty of Economics of the University of Porto (2010-2015), the Director of the PhD Program in Business and Management Studies (2008-2010), the Director of the Master in Services Management (2008-2010) and the Director of the Degree in Management (2000-2006), all at FEP-Univeristy of Porto.

He has a strong international teaching and research experience being Visiting Professor and Researcher in several places as the University of Montana in USA (2023); the SolBridge International School of Business, Woosong University in South Korea (2022); the University of Malaya, Kuala Lumpur, Malaysia (2022); the University of Sousse in Tunisia (2022); HUST - Hanoi Science & Technology University in Vietnam (2018); the Ateneo de Manila University, Manila, Philippines (2019), the Federal University of Ceará, Brazil (2019); the Center for Excellence in Service, Robert H. Smith School of Business, University of Maryland, USA (2006-2007) or the EM Lyon Business School, France (1993-1994).

Since 2008 he is a researcher at Advance-CSG, ISEG, University of Lisbon, “R&D unit” rated “Very Good” by the FCT-Foundation for Science and Technology. He has also held relevant professional positions in several companies, namely Probos Group, currently integrated in H.B. Fuller, where among other positions he held the role of administrator, CEO, Managing Director or Marketing, Commercial and Sales Manager. He was also a member of the General Council of INESC Porto and Porto Business School and of the Senate of the University of Porto.

He has published extensively, including the Industrial Marketing Management (3 papers), Journal of Service Management, Journal of Services Marketing, Service Industries Journal, Service Business - An International Journal, Managing Service Quality (now Journal of Service Theory and Practice), Journal of Business and Industrial Marketing (3 papers), Sustainability (2), Journal of Social Marketing, VOLUNTAS: International Journal of Voluntary Nonprofit Organizations, Tourism Review, Journal of Strategic Marketing, Journal of Macromarketing (4), European Journal of Marketing, Information Systems and e-Business Management, International Review on Public and Nonprofit Marketing (4 papers), Journal of Human Values, Corporate Governance, Health Marketing Quarterly, Journal of Financial Services Marketing, Journal of Relationship Marketing, International Journal of Bank Marketing (2 papers), International Journal of Engineering and Industrial Management, Journal of Customer Behavior, International Journal on WWW / Internet, Journal of Marketing Management and in Portuguese and Brazilian Journal Management Journal (3 papers), Portuguese Marketing Journal (2 papers), Journal of Management and Economics and the Portuguese Journal of Management Studies. He has also published books, book chapters, conference papers and opinion articles in newspapers and magazines.

He also teaches executive training at Porto Business School and was a visiting professor at the Portuguese Catholic University and at the Faculties of Engineering and Letters of the University of Porto.