My research interests lie within two (non-mutually exclusive) areas:

(i.) Bottom of the pyramid (BoP)/subsistence markets 

Situated within my theoretical interest on market creation in informal economies, I am deeply interested how markets are being shaped in complex ecosystems at the Bottom of the Pyramid (BoP)/ Subsistence Markets. Recent work has highlighted the need to rethink assumptions that to make markets work for the poor, sharper borders between formal and informal economies needs to exist (Araujo, 2013). With regard to developing a BoP research agenda I seek to contribute to understanding of (i) how BoP markets are being designed and created. I am particularly interested in how market making practices fostered by multiple agencies are informing public policy and how impact can be understood from calculative interventions that are being performed in BoP markets.

(ii.) Network Dynamics in Business-to-Business marketing

 My research attempts to study a) how network dynamics are being shaped by change and b) avenues for inclusive sustainability in B2B networks are being framed. In terms of network dynamics, I am seeking to make sense of how inter-organizational interactions in unstable networks are leading to ambiguity and vagueness regarding actor’s role, resulting in the adoption of normalization practices between actors. I am interesting to explore how actors are forced to develop new mechanisms to deal with the underlying uncertainty (e.g. find ways to assess new partners in a short time periods) and study how events emerge and develop over time and in a specific context within business networks. 

I am also working in the area of 'Sustainability and Business Markets' to explore how sustainable practices by organizations, networks and markets cannot be performed by focal companies alone but instead by multiple actors and interactions over time. In this work I question how regulating bodies and the rise of NGOs and associations are co-governing and monitoring sustainability interests in business networks. 

Available for supervising PhD students in the area of Bottom of the Pyramid/Subsistence Markets and Sustainability Practices in B2B networks.

BSc. Information Systems and Management (University of Leeds, School of Computing)

MSc. (Distinction) International Marketing Management (Leeds University Business School)

CIM Postgraduate Diploma in Marketing

PhD (Leeds University Business School) Awarded the 'Leeds University Business School Studentship Scholarship'

I have worked in information system development for Shell UK Enterprise and as an international marketing consultant, where I delivered several consultancy projects for UK based companies within the Pharmaceutical sector, helping them to develop and design their international business strategies within Europe and emerging market economies in the East.

Undergraduate
MKTG210 - Marketing Research. Qualitative Marketing Research.

Postgraduate

MKTG402 (2) - Qualitative Research Methods: Researching Markets and Marketing (MSc Advanced Marketing Management). Module Leader 

This module explores the practical and theoretical issues of using qualitative research methodologies. 

MNGTG505 - Marketing (MSc. in Management). Module Leader, Dissertation Supervision and Project

Supervision:

MSc Level in Advanced Marketing Management. Dissertation Supervision and Project Supervision.

Awarding Body: Lancaster University Management School Pump-Priming Grant