Who I am, What I do

I am a digital business scholar.

My research focuses on service digitalisation, examining drivers of adoption, user experiences and consequences, with a special focus on situational vulnerability. Recent research has focused on the impact of generative AI on health-related decision making, adoption of smart technology in the home, AI-powered personalisation, and the digitalisation of SMEs. I am also committed to the pedagogical use of digital technology, including using machine learning to support pupil performance, creating quasi-simulations for experiential learning, and training early career researchers on conscientious use of generative AI. My favourite research methodology is the use of case studies, because it promotes an holistic analysis of the research problem, and accommodates many different types of data. However, my work includes many other approaches such as interviews, social media data, and experiments. You can find out more about my work and publications,  here. These are the research projects that I am currently working on. I have been serving as an Associate Editor of the Journal of Marketing Management since March 2020.

My mother likes to tell how I loved to play schools when I was a little girl. All these years later, teaching is still a passion of mine. Nowadays, I teach on specialist modules closely related to my research interests and expertise, but, over the years, I have taught a broad range of topics, at all levels of higher education, including executive education. I am also committed to the pedagogical use of digital technology. such as using machine learning to support pupil performance, creating quasi-simulations for experiential learning (including being part of the academic team that founded the Google Online Marketing Challenge), and training early career researchers to use social media to develop and disseminate their work.

I work at the University of Sussex. Previously, I held academic positions at London School of Economics, Henley Business School / University of Reading, Oxford Brookes University and Brunel University. I hold a PhD from the London School of Economics, as well as an MBA from London Business School. Previously, I studied Economics (BSc, Nova SBE) and European Relations (MSc, ISEG-UTL) in Portugal.

Prior to joining academia, I worked as a management consultant in the telecommunications industry and as a portfolio manager in media and entertainment, among others.