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Dr. Oluwaseun Olabode

Director of Undergraduate Studies; Director of Academic Development and Student Experience; Assistant Professor of Marketing and International Business

Area
School of Management
Faculty of Mgmt, Law & Social Sciences
E-mail
o.e.olabode@bradford.ac.uk
Phone
+441274238444
Dr. Oluwaseun Olabode

Biography

Dr. Oluwaseun E. Olabode is an Assistant Professor of Marketing & International Business, the Director of Studies (Undergraduate), and Director of Academic Development and Student Experience in the School of Management. 

She obtained her PhD in International Marketing, Strategy, and Innovation at the University of Leeds where she received the Dean's Prize for Achievement for PhD and award for the best postgraduate researcher engaged in teaching. She had her Master's degree in International Business and Management (Distinction) from the University of Leeds and her undergraduate degree in Marketing (First Class Honours) from Covenant University, Nigeria.

Her main research interests are marketing management, international business, disruption, innovation and organizational strategy. Her work has been published in leading international scholarly journals such as Journal of International Business Studies, Technological Forecasting and Social Change, Journal of International Management, International Marketing Review, Technovation, R and D Management, and Journal of Business Research and has been presented at various marketing conferences such as the 2025 AIB and AMS conferences; 2024, 2023, 2022, 2021, and 2020 AMA Winter conferences; and the 2021 CARISA supply chain summit. She also serves as ad-hoc reviewer for many academic journals. Her research has been funded by the British Academy/Leverhulme Small Research Grant.

She has extensive research and teaching experience from De Montfort University, Leicester, The University of Leeds, Leeds International Study Centre, and Lagos Business School. She has also worked in various industries and organisations both at home and abroad such as Arla Foods, Touchstone Limited, Study Group UK, First Bank, Nigeria, and the University of Lagos Holding Company.  

She is a Member of the Academy of International Business (AIB), American Marketing Science (AMS), Chartered Marketer, Member of the Chartered Institute of Marketing (MCIM), British Academy of Management (BAM), Academy of Marketing (AM), an Amazon Web Services (AWS) Academy Educator and a Fellow of the Higher Education Academy (FHEA). 

She has held various leadership roles within the School of Management. She was the Programme Leader for the BSc Business and Management Programme from 2022 to 2023 and the Career Booster Academic Lead for the School of Management from 2021 to 2022. She is the module leader of Interactive Services Marketing module. 

Teaching

Modules

  • Interactive Services Marketing - MAR6011-B
  • Digital Marketing, Campaign Planning and Analytics - MAR7511-B
  • Digital Campaign Planning and Content Management - MAR6014-B

Professional activities

Awards (9)

  • Dean’s Prize for Achievement for PhD (1 December 2020)
  • Postgraduate Researcher Teaching Award (1 May 2020)
  • Research Fellow (1 August 2018)
  • PhD Scholarship (1 February 2017)
  • Best Graduating Student (Marketing) (1 June 2012)
  • Marketing Awards –Academic Excellence (Female). (1 October 2011)
  • Best Marketing Student (1 June 2011)
  • Marketing Awards –Academic Excellence (Female) (1 October 2010)
  • Marketing Awards – Brain Box. (1 October 2009)

Education (3)

  • University of Leeds - PhD
  • University of Leeds - MSc
  • Covenant University - BSc

Employment (8)

  • De Montfort University - Lecturer in Marketing
  • Study Group Limited - Curriculum Developer
  • University of Leeds - Tutor
  • Leeds International Study Centre, Leeds Beckett University - Tutor
  • Lagos Business School - Research Fellow
  • Arla Foods - Marketing Executive
  • Touchstone Limited - Brand Strategist
  • University of Lagos Holding Company - Marketing Executive

Journal reviews (9)

  • Business Strategy and the Environment - REVIEWER
  • Technological Forecasting and Social Change - REVIEWER
  • International Journal of Entrepreneurial Behaviour and Research - REVIEWER
  • International Marketing Review - REVIEWER
  • European Journal of Marketing - REVIEWER
  • British Journal of Management - REVIEWER
  • Journal of Business Research - REVIEWER
  • Journal of Marketing Management - REVIEWER
  • Journal of African Business - REVIEWER

Professional associations (7)

  • Higher Education Academy, Associate Fellow (AFHEA)
  • Academy of Marketing, Member
  • Higher Education Academy, Fellow (FHEA) (21 February 2023)
  • Chartered Institute of Marketing (MCIM), Member
  • Chartered Institute of Marketing, Chartered Marketer
  • American Marketing Science, Member
  • Academy of International Business, Member

Publications

Case (1)

  • Challenges in using a Mixed-Method approach to explore the relationship between big data analytics capabilities and market performance

    Olabode, O.E., Boso, N., Hultman, M., Leonidou, C.N. (2023) SAGE .

Conference publication (4)

  • Balancing Global Value Chain Resilience and Environmental Sustainability Tensions in Multinational Enterprises: Towards an Integrative Framework

    Olabode, O.E., Zantidou, E., Trivedi, R., Boso, N. (2025) Academy of International Business Conference.

  • Disruptive Business Models and Market Performance: The Roles of Technological Turbulence and Adaptive Marketing Capability

    Olabode, O.E; Hultman, M; Boso, N; Leonidou, C.N (2023) 2023 AMA Winter Conference.

  • How and when does big data analytics capability contribute to market performance

    Olabode, O.E., Boso, N., Hultman, M., Leonidou, C.N. (2022) AMA 2022 Winter Conference. 33

  • The impact of marketing capabilities on innovation in the face of disruption

    Olabode, O. E; Boso, N; Leonidou, C. L; Hultman, M (2020) American Marketing Association Winter 2020 Conference - Consumers and firms in a global world. 31

Other journal (1)

  • The Corporate Heritage Brand Development Process: A New Institutional Theory Approach.

    Otubanjo O. and Adegbile O.E. (2019) IUP Journal of Brand Management. 16

Peer reviewed journal (7)