Erick Mmbando

Exploring the Impact of Data-Driven Innovation on Marketing Strategies for Sustainable Business Growth in Europe

Email: erick.mmbando@vuw.ac.nz or mmbanderic@myvuw.ac.nz

Office: PhD space, Level 1 Rutherford House, Pipitea Campus, Wellington 6011

Supervisor: AProf Val Hooper and Dr Djavlonbek Kadirov

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Profile

My study explores how data-driven innovation shapes marketing tactics, particularly for sustainable business growth in Europe. It examines the current influence of data-driven innovation on European firms' marketing approaches, evaluates how these strategies contribute to sustainable growth in Europe, and crucially, pinpoints best practices for incorporating data-driven innovation into marketing methods. The aim is to achieve lasting growth in European markets through these innovative, data-informed marketing strategies.

Qualifications

MSc Entrepreneurship Innovation and Technology-University of Strathclyde-UK

Bachelor of Business Administration-Maharishi Markandeshwar University India

Diploma in Business Management-Maharishi Markandeshwar University India

Research Interests

New technology, consumer behaviour, Marketing, sustainable business and innovation.

Awards

Wellington Doctoral Scholarship Award-2024

Commonwealth Scholarship Award-UK 2020

Dean Scholarship Award-India 2015