Skip to main content
Sarah Oufan

Dr Sarah Oufan


Research Associate

Cardiff Business School

Aberconway Building, Room C52, Colum Road, Cathays, Cardiff, CF10 3EU


Sarah is a Research Associate in Marketing and Strategy at Cardiff Business School. Prior to joining the business school in 2022, Sarah worked as a Research Assistant at the London School of Economics and Political Science (LSE).

Sarah's research interests are interdisciplinary and span the areas of innovation, information systems, marketing, and strategic management. More specifically, Sarah is interested in big data technology adoption and value creation, digital transformation, organisational change, and innovation. Methodologically, Sarah is experienced in conducting qualitative case study research and systematic literature reviews. Theoretically, Sarah is experienced in applying the principles of affordance theory and critical realism to the study of technology adoption within organisations.

Within her role as a research associate, Sarah supports various teaching activities within the business school (e.g., delivering guest lectures, tutorials, dissertation supervision) to the following modules:

1. Entrepreneurial Marketing, MSc in Business Strategy and Entrepreneurship
2. Marketing Project, MSc in Strategic Marketing
3. Marketing Project, BSc in Business Management 
4. Marketing and Strategy, BSc in Business Management







Research interests include:

  • IT-enabled organizational innovation and change
  • Big data technology adoption, value creation, and realisation
  • Organisational capabilities and processes
  • Generative mechanisms and critical realism
  • Affordance theory and affordance actualisation in the context of technology adoption
  • Systematic literature reviews
  • Qualitative research
  • Case study research


Teaching experience includes:

  • BSc Buyer Behaviour, Tutorial Teaching (2017 – 2021)
  • MBA Marketing Management, Tutorial Teaching (2018-2019)
  • MBA Marketing, Tutorial Teaching (2018-2019)
  • MSc Entrepreneurial Marketing, Markstrat Business Simulation (2018-2019)
  • BSc Cultural Marketing, Tutorial Teaching (2020-2021)
  • BSc Fundamentals of Marketing,Tutorial Teaching (2020-2021)



  • Ph.D. in Management and Business Studies, Cardiff University (2021)
  • MSc in Social Science Research Methods, Cardiff University (2016)
  • MBA in Management and Business Administration, Cardiff University (2011)

Academic positions

  • Research Associate, Cardiff Business School, 2022 - present
  • Research Assistant, London School of Economics and Political Science, 2021-2022

Committees and reviewing

  • Reviewer for the International Conference on Information Systems (ICIS),  Association of Information systems (2023)
  • Reviewer for the European Conference on Information Systems (ECIS),  Association of Information systems (2023)
  • Reviewer for the Journal of Product Innovation Management’s (JPIM) Research Forum (2018)
  • Chair of Student-Staff Panel, Doctoral Program at Cardiff Business School (2019-2020)
  • Doctoral Student Representative, People Committee (2018-2020)
  • Doctoral Program Student Representative  (2015-2018)