Research output per year
Research output per year
Personal profile
Personal profile
Wendy Ye is an Assistant Professor in Marketing and Innovation at Nottingham University Business School China. Her research interests center around digital innovation and marketing strategy. Specifically, she focuses on how digital innovation influences firms' market growth, sustainable development and branding strategy. Findings from her study have been published in the peer-reviewed journal, international conferences, and book chapter, including the Information Systems Frontiers (ABS3), Academy of Management Proceedings, etc. Apart from her research, her teaching experience has been recognized in various programmes at different levels, covering undergraduate, postgraduate, EMBA/MBA, continuous education, etc.
Teaching
- Consumers and markets (UG)
- Research Methods in Marketing (PG)
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Collaborations and top research areas from the last five years
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How to design a business model for pivoting: A conceptual model of digital resource infrasturcturing
Ye, D., Liu, M. J., Huang, J. & Luo, J., 2020.Research output: Contribution to conference › Paper › peer-review
2 Citations (Scopus) -
Place umbrella branding and the provision of quality: A case study of the “zhejiangmade” brand
Yu, S., Liu, M. J. & Ye, D., 1 Jan 2019, China Branding: Cases from Zhejiang. Palgrave Macmillan, p. 1-13 13 p.Research output: Chapter in Book/Conference proceeding › Book Chapter › peer-review
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The emergence and growth of ecosystem: The strategic role of digital innovation
Dandan, Y. E., Liu, M. J., Huang, J., Luo, J. & Wang, Z., 2019.Research output: Contribution to conference › Paper › peer-review