Luis holds a degree in Mechanical Engineering from the University of Porto and a MA and PhD from Lancaster. He joined Alliance Manchester Business School in June 2015. He began his career as a Lecturer at the Faculty of Engineering, University of Porto (1987-1989) and helped set up the Porto Business School in 1988. He worked at Lancaster as a Lecturer (1989-1997), Senior Lecturer (1997-2003), Reader (2003-2004) and Professor of Marketing (2004-2015). He retired and became a Honorary Professor at Alliance Manchester Business School in early 2025.