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Senior Lecturer in Marketing, University of Kent

Donia Waseem’s primary research interests are in the areas of service marketing. Specifically, the research explores the role of employee’s competence and motivation in value co-creation in an organizational context. For future research, she is interested to look at the role of technology in value co-creation. Her research work has been published in Industrial Marketing Management. And her work is presented at Naples Forum on Service, Australian and New Zealand Marketing Academy Conference (ANZMAC), International Colloquium on Relationship Marketing, and IMP-Conference.

Donia’s research work was invited for publication in Industrial Marketing Management’s special issue. She has also received the Otago School of Business Doctoral Scholarship and the Brooker United Travel Doctoral Travel Scholarship in 2017. She completed her PhD in marketing from the University of Otago in Dunedin, New Zealand. She also holds a Master of Science (MS), Master of Business Administration (MBA), and a Bachelor in Business Administration (BBA) from Karachi, Pakistan. Prior to joining academia, Donia has worked in the industry for four years and her last role was of Deputy Manager-Product & Marketing in a tile manufacturing company.

Her current research interests include:
Service Marketing, Sharing Economy, Data Privacy


  • 2024–present
    Senior Lecturer in Marketing, University of Kent


  • 2018 
    University of Otago, PhD - Management