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Management, Marketing and Entrepreneurship
+64 3 369 3999 ext. null
Merermere - Room 336
English, Chinese (Cantonese), Chinese (Mandarin)
Cultivating future entrepreneurs and innovators
Dr. Claire Q. Bi’s current research interest focuses on the interactions between digital technologies and organizational behaviors in the contexts of start-ups and small and medium sized enterprises (SMEs). The projects she is currently working on broadly address the following research questions: 1) How do digital technologies influence the formation of new organizations (e.g., digital entrepreneurship)? 2) How do traditional organizations (e.g., SMEs and family businesses) pursue innovation based on digital technologies? 3) How do different stakeholders (e.g., entrepreneurs, consumers, and partners) respond to organizations’ digital strategies (e.g., influencer marketing, AI marketing)? Dr. Bi specialize in both quantitative and qualitative research methodologies, and use a wide range of software and statistical tools to manage and analyze data, such as R, Mplus, R and Python and NVivo.