VCW Lab at Nova SBE
Innovation, Decision Making, and Sustainable Solutions

powered by the VCW-Value Creation Wheel®

(VCW Lab version: 20/08/2019)


Since its early days on the “old” Nova SBE campus, the vision of our team has been to have a positive impact in the world. We do so by supporting leaders and their teams, who believe in the power of innovation and collective decision making (e.g., collective intelligence within their teams and stakeholders) to take optimal decisions and find sustainable solutions for their challenges.


We help others to take better decisions, make the right decisions in the right manner. We contribute for better innovation, decision making & sustainability, while constantly improving the VCW method. We develop and test a wide range of VCW’s products/services, always supported by Research & Development (R&D), testing, go-to-market, comercialization and sustainable sales.


The VCW Lab at Nova:

  • support Nova SBE community, internal and external stakeholders,
  • supports all the worldwide VCW partners and VCW users,
  • support our partners, everytime they decisde to use the VCW as a model which might complement, integrate and/or be integrated in their own projects,
  • supports all Nova SBE undergraduate and Master students conducting their course projects
  • supports senior Master students, who are applying in their Master thesis the VCW Method,
  • helps to solve complex challenges and take the right decisions right (efficiency and effective of problem-solving),
  • supports a wide range of projects, with several stakeholders across the globe and across industries,
  • spreads the VCW framework across different continents together with its partners.
  • provides all the conditions for collaborators and Nova SBE interns in the VCW Lab to explore their purpose(s) and their passion(s).


The VCW Lab builds on Nova SBE’s and Nova University’s Ecosystems, their partners, internal and external stakeholders, and contributes to:

Each one of these actions have different degrees of complexity (theory and/or practice) and require different levels of engagement and resources (3Ms-Manpower, Minute & Money) from the VCW Lab.


The VCW Lab has it headquarters at Nova School of Business and Economics in front of the beach in Carcavelos/Cascais. The VCW Lab conducts research and supports several problem-solving and decision-making projects (e.g., tech-transfer, commercialization).

The VCW Lab develops and tests a wide range of VCW products/services in educationtraining, consulting and/or corporate governance which are brought to the global market by its partners.

The VCW Lab develops the following products/services with its partners: 

  1. VCW events (e.g., challenges, talks, round-tables, conferences)
  2. VCW pre-university programs (e.g., for kindergartens, schools, high-schools)
  3. VCW university programs (e.g., for undergraduate and post-graduate programs),
  4. VCW courses in MBAs and EMBAs,
  5. VCW executive education (e.g., open-education, closed-education, customised education, corporate universities),
  6. VCW certification,
  7. VCW consulting (across different industries and fields of knowledge),
  8. VCW funded research projects (e.g., national governments, EU-Horizon 2020, ESA-European Space Agency),
  9. VCW research (e.g., case-studies, MPhil & PhD thesis, post-doc projects, scientific papers),
  10. VCW spin-offs.

Each one of these products/services/actions have different degrees of complexity (theory and/or practice) and require different levels of engagement and resources (3Ms-Manpower, Minute & Money) by its partners and/or clients.


Examples of leading universities and organizations where the VCW was used for teaching and research purposes include Aalto University, American University of Bulgaria, Babson College, CIIM, City University of Hong Kong, Goethe University Frankfurt, Google São Paulo, MIT, Marseille University, Nordakademie, Nova University, Korea University, Solvay University, Vienna University, Warwick University, Wroclaw University, among many others.

Nova University is one many leading European universities where the VCW being offered in undergraduate, Masters, post-graduates, PhD and other research programmes. The VCW has been offered at different educationals (undergradduate, master, MBA, PhD, executive) for several years. Some of the Nova schools /programs who work(ed) with the VCW includes: Nova SBE, Nova Executive Education, Nova Doctoral School, Nova Medical School, Nova Law School, ITQB, Nova FCT, Lisbon MBA, among others.

Students doing their VCW projects have a unique opportunity to receive feedback from the VCW Lab and from many other other students interested in the VCW Method.

Photo:  VCW Co-Creation Meeting among Nova SBE Professors,
students, and VCW Lab collaborators/interns from different universities

For all Nova SBE students doing the VCW Field Lab for their Master thesis, please:

  • download the rules of the VCW Case-Study & VCW Teaching-Note from this link: VCW Field Lab Rules. 
  • feel free to visit us at the VCW Lab to discuss your challenges and your projects with the VCW team.



Several serious attempts, involving thousands of stakeholders, were developed during the last decades to develop an early VCW technological platform for Value Creation (e.g., 2005, 2013). The ultimately goal of these “early VCW platforms” were based on “Value Creation” and a “GloCal Vision”, which could help to align all the stakeholders in order to Create Value  in order to “Solve GloCal Challenges in a Sustainable Manner”.

Video: 1st Value Creation Conference at Nova SBE (2005)

Several partners of UN SDGs are now helping to align and integrate the worldwide community in order to solve GloCal Problems in a Sustainable Manner.

Probably, before we were not ready or had the right business model to launch “Plataforma Criar Valor” or “GloCal Vision Platform”. We strongly believe that nowadays we have the community engaged and the resources aligned to successfully launch the VCW Technological Platform support by plenty of VCW material (e.g., this website site, VCW channel, manual fpor the VCW meta-framework, VCW articles and books, VCW events, etc). Once again, the launch of this platform will involve the international community, researchers and organizations.

We learned a lot from early mistakes and those early attempts. We strongly believe that the dots are connecting and the new VCW technological platform will become stronger than ever with the support of the whole community.

2019 VCW Challenge for All the Community:
Name of the New VCW Platform

We are currently applying the VCW Method to decide the final name for the platform. Hundreds of names are in the race for the name of this platform to be launched in 2020.  We are now challenging the open-community to propose ideas/names for the new VCW platform.

Some of the VCW Criteria/Filters which will be used to select among hundreds of possible names include: “SDG17”, “Sustainable”, “Community”, “Co-Creation”, “GloCal Vision”, “GloCal Challenges”, “10th of June”, “VCW2020”, “H2020”, “Help”, “Support”, “Diffusion of Innovation”, “Decision Making”, “Eugenia Story”, “Sofia”, among others. If you believe in the VCW Method, feel free to send ideas/name proposals for this platform to . If you do not believe in the VCW Platform and wish to play the Devil’s Advocate, feel also free to contribute with your name. Who knows if it will be the winner? 🙂


VCW Lab partners include a wide range of organizations. Please explore different examples of products/services resulting from partnerships with consultancy firmscompaniesorganizationsuniversitiescorporate universitiesexecutive education centers, primary schoolstrade associations,  event organizersNGOs, among many others. Numerous examples of these products/services can be found at

In a relationship between the VCW Lab and its partners, the VCW can be used to:

  1. complement existing solutions of a partner (e.g., complementing solutions of organizations and consulting firms that have already their own solutions),
  2. be integrated into a larger project supervised by a partner (e.g., as a workpackage in Horizon 2020, coordination of mixed teams),
  3. integrate tools developed by a partner (e.g., financial plans, business plans, business model canvas, design thinking), due to the fact of being a meta-framework, and/or
  4. develop and support corporate governance (e.g., through the creation of an innovation ecosystem) and coordination of an innovation process (e.g., coordinating different partners using the VCW to support the governance model).


The main aim of the VCW Lab is to constantly develop new products/services and support scalability and growth of its partners around the world. The VCW Lab is mostly focused in a) R&D activities, and b) testing market adherence and  viability of its problem-solving services/products (e.g., via education, workshops, training, events, and consultancy) across different industries and functional areas.

The VCW Lab is constantly looking for global partners with know-how in specific industries (e.g., aerospace, auto, biotech, coaching, consulting, engineering, energy, healthcare, finance, law, logistics, media, retailing, science, software, technology, tourism) and/or functional areas (e.g., A.I., cloud, big data, digital, governance, HRM, innovation, leadership, marketing, M&As, operations management, programming, strategy, technology).

Each VCW official partner, can develop together with the VCW Lab its own VCW products/services, webpages, and proposals customised for its own B2G, B2B, and B2C customers.



The VCW Lab at Nova is Finalist in three EU / Horizon2020 Tenders for research and innovation in the fields of Aerospace/Security, Oceans/Fishing, and Farming/Forests. Final results will be announced in early 2020.


Luis Filipe Lages was recipient of the 2018 American Marketing Association Research in Excellence Award

This award recognised his JIBS 2008 work with Sandy Jap & David Griffith as “an outstanding article published in a widely recognized and highly respected refereed journal that has made a significant contribution to the literature on global marketing in the previous 10 years”.



At the educational level, the VCW has been used by professors to teach executives, undergraduate, graduate and post-graduate students in over 20 countries.

These courses occur via partnerships with the VCW Lab. The VCW is used as a supporting tool for research and educational projects at the individual and organizational levels in different topics (e.g., innovation, decision making, value creation, entrepreneurship, marketing, int. business, strategy, social sciences and humanities), and different areas (engineering, agriculture, medicine, forests, law, oceans, security, aerospace, air traffic management, bio-technology, etc.)

Typically these courses have a strong practical component and require a strong involvement of the Key Decision Makers (KDMs) in students’ real VCW projects.


The VCW Ambassador Certificate was given to a restricted number of people who provided a “major contribution to the development of the VCW around the world“. These people are (by alphabetical order):


Similarly, the VCW Ambassador Certificate was given to an organization who provided a “major contribution to the development of the VCW around the world”. In a period of just 4 years, Deimos has implemented 11 VCW projects:

  • Deimos Engineering

If you are a Professor and wish to offer VCW related courses, please contact Professor Luis Filipe Lages (lflages at the VCW Lab, Nova School of Business and Economics, Portugal. VCW articles and VCW case-studies might be found in the VCW homepage. Teaching notes and slides for VCW case-studies might also be requested by Professors.



Would you like to collaborate with the VCW Lab at Nova?

  • have a 100% flexible schedule?
  • explore your purpose and follow your passion?
  • be the captain of your life?
  • join a team of creative collaborators from different backgrounds and nationalities?

The VCW Lab at Nova is receiving undergraduate, graduate and post-graduate students.  We offer a flexible schedule and a VCW certificate (see below).

What can a student gain from the “VCW Student’s Program” at the VCW Lab?

As a student of the VCW Lab you might get these 8 tangibles benefits (KPIs):

  1. a personalized recommendation letter from the VCW Lab, where it is explained in detail how each student created value to the VCW Lab. This letter is given only to students who contributed for a minimun of 150h.
  2. five types of Certificates from the VCW Lab: “VCW Part Time Certificate” (min. 240h), “VCW Bronze Certificate” (min. 350h), “VCW Silver Certificate” (min. 500h), “VCW Gold Certificate” (min. 800h). During the Summer period the VCW also offers a “VCW Summer Certificate” (min. 180h).
  3. a “VCW Certification” when deeply involved in one or more VCW projects (e.g., research. teaching, entrepreneurship, consultancy). There are different levels of VCW Certifications (to be explained in the interview).
  4. the “VCW Ambassador Certificate”. This certificate is given to less than 5% of the collaborators as recognition of their outstanding contribution to the development and growth of the VCW across the world.
  5. a paid job offer from the VCW Lab.
  6. a paid job offer from our partners.
  7. an invitation to be integrated and/or manage a start-up, i.e. a spin-off of the VCW Lab.
  8. credits (e.g., ECTS) to be used for courses in your own school/university. The VCW Lab offers some internships. Quite often the minimum number of hours of an internship is defined by the internal rules of the educational institution where the student is coming from.  If this is the case, the minimum number of hours needs to be explicit in the protocol signed between Nova SBE and the student’s school. For students of Portuguese institutions, we can offer a limited number of “Estágio curricular obrigatório/opcional”. Students who require credits will only officially initiate the internship after the protocol has been signed between both institutions.


As a collaborator of the “VCW Student’s Program” of the VCW Lab at Nova you will benefit at the professional level from:

  1. experience a great European location: Nova SBE campus in Carcavelos/Cascais, the Portuguese capital of Surf, right in front of the beach. Proximity to vibrant Lisbon, the capital with the sunniest days in all of Europe (average of 2799 sunny hours a year) and a unique nightlife.
  2. become part of a fun and vibrant place to work, while enjoying life inside a creativity, innovation and value creation ecosystem at Nova School of Business and Economics.
  3. learn and develop soft skills required by employees (adapted from  Resume Genius)
    • problem-solving skills: VCW mindset, lateral thinking, no-box thinking, out-of-box thinking, brainwriting, brainstorming, logical reasoning, initiative, resilience, observation, persuasion, negotiation, decision making.
    • creativity skills: divergent thinking, inspiration, imagination, mind mapping, building, insight, innovation, experimenting, failing, questioning
    • communication skills: clarity, empathy, listening, verbal and non-verbal communication,  written communication, constructive feedback, friendliness.
    • team-working skills: delegation, listening, active listening, collaboration, cooperation, coordination, idea exchange, mediation, negotiating.
    • adaptability and flexibility: curiosity, self-management, decision-making, calmness, optimism, open-mindedness, analysis, self-confidence, organization, self-motivation.
    • interpersonal skills: humor, mentoring, networking, sensitivity, patience, tolerance, public speaking, positive reinforcement, diplomacy.
    • time management: prioritizing, self-starter, planning, decision making, focus, delegation, stress management, organization.
    • leadership: selflessness, agility, listening, humility, cultural, intelligence, authenticity, versatility, generosity, trust
    • attention to detail: listening, organization, scheduling, analysis
      introspection, memory, understanding, recollection, questioning
    • work ethic: responsibility, discipline, initiative, dependability, commitment, self-motivation, professionalism, teamwork, time-management, strengthen character, belief in the importance of work.
  4. explore hybrid and transferable skills across:
    • sectors/industries (e.g., agriculture, aerospace, biotechnology, business, economics, engineering, finance, healthcare, history, law, politics, technology, tourism, zoology, among many others).
    • fields (e.g., business, consumer behavior, design, digital, entrepreneurship,  innovation, literature, neuroscience, operations management, psychology, sociology, supply chain management).
  5. contribute to development of a global VCW framework, and help to build the VCW Lab, an Innovation, Decision Making and Sustainability hub in one of the leading European Business Schools.

As a collaborator of the “VCW Student’s Program” at the VCW Lab you will benefit at the personal level from:

  1. use the activities of the VCW Lab to find and/or follow:
    • your purpose.
    • your passion.
    • your professional vocation.
    • develop your projects.
  2. challenge yourself outside your comfort zone.
  3. work and learn in an highly dynamic center and organization.
  4. meet, socialize, network and work with:
    • excellent students from a wide range of backgrounds and nationalities.
    • experienced executives and experts from different fields.
  5. learn and develop hard skills, i.e. specific knowledge and abilities required for a job. Internship activities are related with:
    • the daily motion of the VCW Lab (e.g., creation of databases, case-studies, marketing actions, events, development of new VCW products/services/programs, divulgation, sales).
    • supporting the needs of  Nova SBE ecosystem.
    • supporting the needs of  VCW partners.
    • intra- and/or entrepreneurial actions.
  6. several new impressive lines in your CV!
  7. last, but not least, freedom concerning:
  • selecting your favorite tasks and making your own choices.
  • managing your time.
  • working independently or in team.

During the VCW Student Program we will be offering you a flexible schedule and we will allow you to match your purpose(s), passion(s) and interest(s) with the Vision of the VCW Lab. 

If you are an interested student please send an email to the Director of the VCW Lab: Professor Luis Filipe Lages (lflages Please write in the subject: “Collaboration with the VCW Lab, Nova School of Business and Economics”. Students should attach a CV and explain why they would like to collaborate with the VCW Lab.

Additional information:

  • Collaborators entry time:
    • ongoing recruitment.
    • occur throughout the year.
  • The VCW Lab provides office space but does not provide laptops or a stipend to cover internship costs.
  • All collaborators of the VCW Lab should have an insurance.


VCW talks

Lectures & Workshops


Seminaires & Conferences


Why? What? How?
The VCW’s GloCal Vision platform finds positive solutions to solve global and local problems in society. This platform was initiated in 2012.
The VCW’s DIANA is a meta theoretical framework, which incorporates inputs from over 20 years of research. In addition, DIANA allows the easy integration of other theories, innovation practices, functional frameworks and specialized tools.
The Vice-Chancellor of Nova University of Lisbon about the VCW
Minister of Economy at VCW Conference
Case Study- PhD Research
Case Study- Reinventing a Professional Career
Case Study- FitMoveIt Technological Platform
Case Study- VCW addresses today’s challenges of the Media sector
Theoretical and managerial implications of a VCW project
Case Study- VCW finds new market opportunities in the Surfing sector
Case Study- VCW applied to the challenges of a small start-up

Scientific articles

Journal of Engineering and Technology Management

The Lag-User Method: Using laggards as a source of innovative ideas