Melissa Wendy Migin

Melissa Wendy Migin is an Assistant Professor at the School of Social Sciences, Heriot-Watt University. Her work focuses on digital marketing, data analytics, and global entrepreneurship, particularly in emerging markets. She has contributed to UN Sustainable Development Goals through research on international business ecosystems and born global firms.

Her research interests include the impact of ecosystems on rapid internationalization of firms, digital strategies for SMEs, and entrepreneurship in cultural preservation. She has published extensively on topics like born global firms in emerging markets, e-commerce trends during pandemics, and youth-driven social entrepreneurship.

Recent articles highlight themes such as ecosystem dynamics, O2O commerce, and the role of financial support in cultural entrepreneurship. Migin is actively accepting PhD students and has conducted training sessions internationally. Her work bridges academic research with practical applications in marketing and business strategy.