Oluwaseun Olabode

Oluwaseun E. Olabode is an Assistant Professor of International Business and Marketing at the University of Bradford School of Management. She serves as Director of Undergraduate Studies and holds leadership positions including previous roles as Programme Leader for BSc Business and Management and Career Booster Academic Lead.

Research focuses on:

• Disruptive business models and market adaptation
• International business strategy in emerging markets
• Big data analytics capabilities
• Organizational response to market shifts
• Marketing-innovation interfaces

Her research program examines how firms navigate institutional complexity and technological disruption, with particular focus on African markets and digital transformation. Recent work explores the African Continental Free Trade Area (AfCFTA) implications and configurations of political relationships in complex institutional environments.

Dr. Olabode teaches Interactive Services Marketing and supervises research projects at undergraduate and postgraduate levels. She maintains professional affiliations with Academy of International Business, Chartered Institute of Marketing, and British Academy of Management.