Shumaila Yousafzai

Shumaila is a Senior Lecturer in Marketing. Her research can be viewed in relation to three key themes: Technology Adoption; Entrepreneurship, and Transformative Consumer Behaviour.

She has published in journals including Entrepreneurship Theory and Practice, Psychology and Marketing, Journal of Small Business management, Journal of Business Ethics, Industrial Marketing Management, Technovation, Addiction research and Theory, Journal of Applied Social Psychology and Service Industries Journal.