Dr. Samuel Kusi is Assistant Professor of Marketing at the Marketing and Strategy Department, Faculty of Management, Law
& Social Sciences, University of Bradford. Prior to that he was a Lecturer in Marketing at Greenwich Business School, University of Greenwich, London (UK). His research focuses primarily on the intersection of international entrepreneurship and branding. His research has been published in leading journals such as Journal of World Business and International Business Review. Dr Kusi received his D.Sc. (Econs. & Bus Admin) with thesis title “Decision-making Logic in International Entrepreneurial Branding” from the University of Vaasa, Finland. His thesis developed a conceptual framework on brand development, brand awareness through digital platforms, decision-making logic in stable and uncertain environments for international small, medium enterprises (SMEs) including rapidly internationalizing SMEs.
Has has been involved with several funded projects - Research Project Leadership:
-Post-Doctoral Research Fellow on BizPub project (2021) – Investigates Blockchain technology implementation in Public and Private sector and leadership competencies.
-Project researcher on a Business Finland multi-million Euro funded projects (2020): SolarX – Maximizing PV integration capacity in energy and power systems - Maximizing PV integration capacity in energy and power systems: external funding of €2,140,000 (University of Vaasa €429,000) and project budget of €3,015,656 (University of Vaasa €597,105) a project in co-operation with University of Vaasa and Aalto University, Finland and business partners ABB, Ampner, Emtele, Vaasan Sähkö, Danfoss, Wapice, VEO and FLEXIMAR.
-Coordinated a €360,000 Business Finland funded project (2019): International New Ventures in Health Industry: Growth and decision-making. Project in co-operation with University of Vaasa and University of Eastern Finland and business partners – Crown Cro Oy, Ergorest Oy, and World Vision International, Finland.
He has also individually applied and successfully received research grants from:
The research project, part of Tekes / Business Finland: Project in co-operation with University of Vaasa and University of Eastern Finland. Total budget of 360 000 euros, (2017-2020) investigates how small, medium firms internationalising firm expand their operations into foreign countries, how to adopt successful marketing/ branding strategies, social media usage, and entrepreneurial orientation for growth and survival.
International Marketing
Entrepreneurial Branding
Kusi, S. Y., Nwoba, A. C., Adebajo, A., & Adjei, O. Y. (2023) Promoting Sustainability in Africa Through Entrepreneurial Branding. In Adomako, S., Danso, A., Boateng, A. editor(s) Cham: Springer International Publishing.
Nwoba, A. C., Kusi, S. Y., Adebajo, A., & Prempeh, K. M. (2024 (2024) Management International Review (Germany).
Kusi, S.Y., Gabrielsson, P., Baumgarth, C. (2022) Journal of World Business. 57
Kusi, S.Y., Gabrielsson, P., Kontkanen, M. (2021) International Business Review. 30