Olfa Mejri

Dr. Olfa Mejri is a Lecturer at the Hertfordshire Business School, affiliated with the Business and Digital Research Group at the University of Hertfordshire. Her academic background includes a PhD in Marketing from Lancaster University (2022), and prior degrees from the University of Poitiers and Université Libre de Tunis. Her research focuses on market dynamics, contentious markets, socio-technical controversies, and ethical consumption. She explores how digital technologies reshape markets and examines entrepreneurial strategies in emerging digital landscapes.

Education:

• PhD in Marketing, University of Lancaster (2022)
• Postgraduate Research Degree in Management, University of Poitiers (2014)
• Master's Degree in Marketing & Strategy, University of Poitiers (2012)
• Postgraduate Degree in Corporate Strategy and Globalisation, University of Poitiers (2011)
• Bachelor's Degree in Accounting and Finance, Université Libre de Tunis (2001)

Research Interests:

Mejri’s work emphasizes contentious markets, socio-technical controversies, and the role of science in market de/institutionalization. She investigates ethical consumption’s impact on business strategies and explores how digital technologies create new market configurations. Her studies often center on boundary workers mediating between emerging markets and digital innovation.

Publications:

Her recent articles analyze agencing in digital markets, the role of analytics in marketer-consumer relationships, and controversies around genetically modified wheat trials. These works reflect her focus on market ethics, socio-technical conflicts, and the evolving digital marketplace.

Advising & Grants:

No specific advising or grant information is provided in the text.

Labs/Teams:

She contributes to the Business and Digital Research Group, fostering interdisciplinary collaborations in market studies and digital entrepreneurship.