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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.



  • Consumers and markets (UG)
  • Research Methods in Marketing (PG)


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