Marketing, Entrepreneurship and Information Systems Department’s Research


Research undertaken by the Marketing, Entrepreneurship and Information Systems Department covers a broad range of topics including marketing channels, customer relationship management, game theory, international marketing and trade, corruption consumer behavior, services marketing, international marketing, management education, cultural diversity and entrepreneurship, information technology adoption and use, human-computer interaction, mobile and wireless services, health informatics and many more. Our research work addresses issues such as the implications of the digital environment on the world of marketing and multinational corporations. The diversity and multidisciplinary nature of our research portfolio present rich and valuable contributions to our Faculty, the University and the Business community in the digital environment. Our faculty members are also highly active in terms of academic conference presentations and serve as editors, reviewers and industry consultants both domestically and internationally.

Sample Research Projects in Progress

The importance of cultural intelligence image The importance of cultural intelligence (Dr. Ana Azevedo): The research being undertaken by Dr. Azevedo examines the importance of cultural intelligence for leaders, employees and entrepreneurs working in volatile, uncertain, complex and ambiguous (VUCA) work environments. Working as part of a cross-institutional collaboration, Dr. Azevedo is also investigating how cultural intelligence capabilities can enhance teaching effectiveness. The research being carried out as part of this project will is providing unique insights into the ways in which cultural intelligence can be used to develop future-ready leadership, considering the significant impact it can have on adaptive performance and key ‘future skills’ such as resilience and innovative work behaviour.

Social media use by organizations image Social media use by organizations (Dr. Bangaly Kaba): Social network sites have become some of the most popular online destinations in recent years in western countries as well as in Africa. The use of social networking sites in an organizational setting can lead to number of advantages, including social and informational benefits, feeling more a part of a community, gaining a better perspective on the organization, obtaining feedback on ideas and assistance on solving problems. However, very little is known about the psychosocial variables that predict people’s sustained use of these platforms. Dr. Kaba’s current research focuses on understanding the use of social networking sites within organizations in developed and developing countries, leading to a range of proposed interventions that may have a considerable impact upon the nature of interactions within organizations.

Recent Publications and Conference Activities

  • Azevedo, A., & Shane, M.J. (2019). A new training program in developing cultural Intelligence can also improve innovative work behavior and resilience: A longitudinal pilot study of graduate students and professional employees. International Journal of Management Education, Forthcoming.
  • Azevedo, A., & Jugdev, K. (2019). Developing awareness of cultural intelligence capabilities: Enhancing academic resilience and reducing stress/burnout. Presented at the ASAC Annual Conference, St. Catharines, Canada.
  • Azevedo, A. (2018). Cultural Intelligence: Key Benefits to Individuals, Teams and Organizations. American Journal of Economics and Business Administration, 10 (1), 52-56.
  • Kaba, B. and Meso, P. (2019). Benefitting from Digital Opportunity: Do Socio-economically Advantaged and Disadvantaged Groups React in the Same Ways? Journal of Global Information Technology Management, (22)4, 257-279.
  • Kaba, B. (2019). Identifying an analytical tool to assess the readiness of aid information and communication technology. The Electronic Journal of Information Systems in Developing Countries, 85(3), 1-9.
  • Kaba, B. (2018). Modeling information and communication technology use continuance behavior: Are there differences between users on basis of their status? International Journal of Information Management (IJIM), (38)1, 77-85.
  • Cocosila, M., & Turel, O. (2019). Adoption and non-adoption motivational risk beliefs in the use of mobile services for health promotion. Internet Research, Forthcoming.
  • Cocosila, M., & Archer, N. (2018). Modeling consumer acceptance of electronic personal health records. Journal of Electronic Commerce Research, 19(2), 119-135.
  • Martín-Herrán, G., & Sigué, S. P. (2019). Offensive and defensive marketing in spatial competition. Journal of Service Research, 22(2), 189-201.
  • Karray, S., & Sigué, S. P. (2018). Offline retailers expanding online to compete with manufacturers: Strategies and channel power. Industrial Marketing Management, 71, 203-214.
  • Karray, S. and Sigué, S. P. (2018), Informational and/or transactional website: Strategic choices in a distribution channel. Electronic Commerce Research and Applications, 27, 11-22.
  • Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital Marketing Adoption and Success for Small Businesses: The Application of the Do-it-Yourself and Technology Acceptance Models. Journal of Research in Interactive Marketing, Forthcoming.
  • McQuitty, S. (2018). Reflections on “Statistical power and structural equation models in business research”. Journal of Global Scholars of Marketing Science, 28(3), 272-277.
  • McQuitty, S. (2018). The purposes of multivariate data analysis methods: An applied commentary. Journal of African Business, 19(1), 124-142.
  • Sigué, S. P. (2019). In celebration of the 20th anniversary of Journal of African Business. Journal of African Business, 20(2), 155-159.
  • Jørgensen, S., & Sigué, S. P. (2019). A Lanchester-type dynamic game of advertising and pricing. In P. O. Pineau, S. P. Sigué, & S. Taboubi (Eds.), Games in Management Science: Essays in Honor of Georges Zaccour. New York: Springer International Publishing.