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WMG People



Senior Teaching Fellow


University of Warwick
T:   024 7657 5831
W:   Business Transformation Service Systems Group Cyber Security Centre

Research Interests

Innovation in Services, Systems Thinking, Privacy, Values, Social representations (Psychology), Practice theory, Ontology, Interdisciplinary research (Social Sciences), Philosophy of Technology, Wellbeing, Consumer Culture Theory, Platform and Innovation, New Economic Models, and Business Models


Dr Susan Wakenshaw is a research fellow at WMG, University of Warwick. Susan has been involved in several cutting-edge research projects in digital economy funded by EPSRC and RCUK. Her current research lies in the trans-disciplinary understanding of value and value co-creation; new business models and economic models for personal data; platform engineering, regulation and innovation; human data interactions; smart city. Her research interests are around consumer consumption experiences, identity projects, consumer culture theory and value; social representation theories; practice theory; platform; ontology; business and economic models.

She has presented and published papers in international Journals and conferences in the domain of marketing and service. Prior to joining WMG, Susan worked as a research associate at Exeter Business School, University of Exeter. Dr Wakenshaw holds a PhD in marketing specialising in consumption and consumer relationships and an MRes in Management Science both from the University of Lancaster. She also holds an MSc in International Agriculture and Food Marketing from the University of Newcastle upon Tyne and a BSc in Pharmaceutical Science from the West China University of Medical Sciences.

Research Projects

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