Daria Samatoina

Daria Samatoina is a Lecturer in Strategy and Leadership at the University of Greenwich, part of the Faculty of Business. She joined the institution in 2022 and previously worked at Robert Gordon University (2018–2022), where she began her academic career. Her research focuses on SMEs’ crisis management, venture decision-making during exogenous crises, and students’ entrepreneurial development, identity, and team formation. She actively contributes to the Generator initiative at the University of Greenwich to enhance entrepreneurial education and curriculum innovation.

She teaches undergraduate modules including ‘Fundamentals of Entrepreneurship,’ ‘Small Business Development,’ ‘Innovation in Competitive Environment,’ and ‘Business Creation Project.’ Her professional recognition includes being a Fellow of the UK Higher Education Academy.

Daria leads academic initiatives to integrate practical knowledge into entrepreneurial education and collaborates on ventures to support student-led business growth. Her work emphasizes bridging theory and practice in business strategy and leadership education.