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 Sarah Oufan

Sarah Oufan

Research student,

+44 (0)29 2087 5480
D46, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU


I am a third year doctoral student in Marketing and Strategy at Cardiff Business School. My PhD research looks at exploring the impact of big data technologies (e.g. smart meters) on organizational outcomes using an affordance actualization lens.


  • 2016 MSc in Social Science Research Methods (SSRM), Cardiff University

  • 2013 Master of Business Administration (MBA), Cardiff University


Research interests

  • Big data technologies & smart technologies

  • IT-enabled organizational innovation and change


  • BST 2535 Buyer Behaviour (Undergraduate), Lead Tutor

  • BST 513 Marketing (MBA), Lead Tutor

  • BST 523 Marketing Management (MBA), Lead Tutor

  • BST192 Entrepreneurial Marketing (MSc), Teaching Assistant


Exploring the impact of big data technologies on organisational outcomes using an affordance actualisation lens

       Big data technologies (e.g. smart meters; smartphones, smart watches) are advanced technologies that enable data to be collected in real time at large volume and at low cost. Anecdotal evidence suggests that the insights derived from big data have the potential to transform business strategies and business models and thereby improve marketing, product and service development, human resources (HR), operations, and other core business functions. Much of the previous research have neglected the role of the rich and convoluted user experiences in understanding the relationship between users and new information technologies. Since 2012, the concept of affordance has become the predominant way to theorize about IT-associated organizational change by leading researchers in the field of information systems. Against this backdrop, my PhD research aims to explore the notions of affordances and affordances actualization using the timely and relevant ‘smart meter revolution’ as the focal big-data technology. Using qualitative research methods, I explore the notions of affordances and affordances actualization in the context of smart meters in the energy sector in the United Kingdom.

Funding source

Economic and Social Research Council (ESRC)


Luigi De Luca

Professor Luigi De Luca

Associate Dean for Doctoral Studies, Professor of Marketing and Innovation

Robert Morgan

Professor Robert Morgan

Sir Julian Hodge Professor of Marketing & Strategy


Professor Rick Delbridge

Professor of Organizational Analysis