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Dr Donia Waseem

Assistant Professor

Faculty/Dept/School School of Management
(Faculty of Management, Law and Social Sciences)
Telephone +441274 238067


Donia Waseem’s primary research interests are in the areas of service marketing. Specifically, the research explores the role of employee’s competence and motivation in value co-creation in an organizational context. For future research, she is interested to look at the role of technology in value co-creation. Her research work has been published in Industrial Marketing Management. And her work is presented at Naples Forum on Service, Australian and New Zealand Marketing Academy Conference (ANZMAC), International Colloquium on Relationship Marketing, and IMP-Conference.  

Donia’s research work was invited for publication in Industrial Marketing Management’s special issue. She has also received the Otago School of Business Doctoral Scholarship and the Brooker United Travel Doctoral Travel Scholarship in 2017. She completed her PhD in marketing from the University of Otago in Dunedin, New Zealand. She also holds a Master of Science (MS), Master of Business Administration (MBA), and a Bachelor in Business Administration (BBA) from Karachi, Pakistan. Prior to joining academia, Donia has worked in the industry for four years and her last role was of Deputy Manager-Product & Marketing in a tile manufacturing company.

Her current research interests include: 

Service Marketing, Value Co-creation, Motivation, and Competence


Service Marketing Industrial Marketing Marketing Value Co-creation

Professional activities

  • 01-JAN-18: University of Otago - Doctor of Philosophy
  • 01-JAN-17: Brooker Travel and helloworld Doctoral Travel Scholarship
  • 01-JAN-17: University of Otago Doctoral Scholarship
  • Urdu
  • English


TitleValue co-creation: The role of actor competence (2018)
AuthorsWaseem, Donia; Biggemann, Sergio; Garry, Tony
JournalIndustrial Marketing Management
Title Author(s)
Drivers of motivation to facilitate value co-creation (2018)Waseem, Donia; Biggemann, Sergio; Garry, Tony
Role of actor's motivation in value co-creation: a service system perspective (2017)Waseem, Donia; Biggemann, Sergio; Garry, Tony
Psychological microfoundations of value generation (2017)Waseem, Donia; Biggemann, Sergio; Garry, Tony
Impact of actor’s competence in value generation process of service logic (2016)Waseem, Donia; Biggemann, Sergio; Garry, Tony