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Dr Sarah Oufan

Dr Sarah Oufan

Research Associate

Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU


  • 2021 Ph.D. in Business and Management Studies, Cardiff University 
  • 2016 MSc in Social Science Research Methods, Cardiff University 
  • 2011 MBA in Management and Business Administration, Cardiff University


  • BSc Buyer Behaviour, Tutorial Teaching (2017 – 2021)
  • MBA Marketing Management, Tutorial Teaching (2018-2019)
  • MBA Marketing, Tutorial Teaching (2018-2019)
  • MSc Entrepreneurial Marketing, Markstrat Business Simulation (2018-2019)
  • BSc Cultural Marketing, Tutorial Teaching (2020-2021)
  • BSc Fundamentals of Marketing,Tutorial Teaching (2020-2021)

My research interests are inter-disciplinary and span the areas of innovation, information systems, marketing, and strategic management. More specifically I am interested in the following:

  • IT-enabled organizational innovation and change
  • Big data technology adoption, value creation, and realisation
  • Organisational capabilities and processes
  • Generative mechanisms and critical realism 
  • Affordance theory and affordance actualisation in the context of technology adoption


Research links