Research

DigiBiz has configured three main research areas: in flexible work and human capital, in innovation and entrepreneurship, and in digital marketing and consumer behaviour.
DigiBiz

The focal point of DigiBiz’s research in the area of flexible work and human capital is the human factor within firm organisation. This translates into studies on:


  • The impact of contractual flexibility and telework on organisations and people.
  • People management features in knowledge-intensive businesses.
  • Firms’ adoption of e-learning methods.


Research in the area of innovation and entrepreneurship manifests in analyses on the diffusion processes of technological, collaborative and open innovations, and also in cross studies that surpass disciplinary frontiers.


Here, DigiBiz conducts innovative research on entrepreneurial behaviour that deflects the light away from the management domains (where it has been traditionally circumscribed) and shines it on the interface of management with consumer behaviour. The main lines of research are:


  • Determinants of successful adoption of technological, collaborative and open innovations.
  • Innovation processes and business models in peer production.
  • Entrepreneurs’ decision processes and behaviours in innovative milieux.
  • Rhetorical construction of international entrepreneurial narratives.


Research in the area of digital marketing and consumer behaviour gravitates around two focal points: digital technologies and social networks’ impact on firms’ value propositions, and consumers’ perceptions and behaviours online. This translates into studies on:


  • The effects of digital marketing channels on relationship marketing programmes and e-pricing.
  • The connections of inner imagery with experiences of telepresence and flow.
  • The role and effects of interactivity in online consumption.
  • Online consumption motivations, flow, and their impact on consumers' behaviour.
       Research projects