Dr Sena Ozdemir

Senior Lecturer in Marketing

Research Overview

Dr Sena Ozdemir's research spans a range of subjects including strategic alliances in new product development (NPD), global NPD, the use of Big Data Analytics (including Customer and Marketing Analytics) and other digital technologies for innovation, and social / sustainable innovation. Specifically, she works in cross-disciplinary research areas including marketing / B2B marketing, strategy, operations and innovation to advance scholarship on NPD practices and performance. Her research informs scholars of marketing and innovation, and practitioners such as marketing and product development managers as well as innovation policy makers.

Research interests:

Innovation and NPD
Strategic alliances in NPD
Digital innovation / digitalisation and NPD

Dr Ozdemir is a member of the Centre for Marketing Analytics and Forecasting at Lancaster University Management School.

My Role

Since September 2021, Dr Ozdemir has been the PhD Director for the Department of Marketing, Lancaster University Management School.

External Roles

Dr Sena Ozdemir is currently acting as the editorial board member of Journal of Business-to-Business Marketing.

She has also been reviewing or reviewed submissions as an ad hoc reviewer for a number of scholarly reviewed journals including The Journal of Product Innovation Management, Technovation, Industrial Marketing Management, Journal of Business Research, British Journal of Management, Journal of World Business, International Journal of Hospitality Management, Journal of General Management, and Qualitative Market Research. In addition, she is currently co-editing an Industrial Marketing Management special issue on 'Social Innovation through Strategic Alliances in the Context of B2B Relationships'.

PhD Supervision Interests

Dr Sena Ozdemir is interested to supervise PhD students in the following subjects: 1) Strategic alliances in NPD (or new product alliances including dyadic and/or network relationships within and/or across borders), and 2) Digital innovation / digitalisation and NPD (including the role of Big Data Analytics / Customer Analytics / Marketing Analytics, Internet of Things, Artificial Intelligence, Additive Manufacturing in NPD practice and performance etc.) in B2B, B2C and C2C marketing contexts. Industry sectors of interest include manufacturing industries and retail/services industries. Dr Ozdemir has previously supervised several PhD research projects to completion in the following subject areas: Market orientation, NPD capabilities and performance (acted as main supervisor); brand trust and re-purchase intentions in brand and consumer relationship context (acted as main supervisor); marketing capabilities and non-profit organizations (acted as second supervisor); standardisation / adaptation of marketing mix elements in B2B networks (acted as second supervisor); and entrepreneurial leadership in the public and private sector universities (acted as second supervisor). She is also currently supervising a PhD project on the complementary role of different types of strategic alliance engagements and Big Data Analytics capabilities in the innovation performance of Oil and Gas companies.