Hello everyone, my name is Ulrica, and I am embarking on a PhD journey with the research proposal titled, "The Future of Value: Exploring the Convergence of Disruptive Technologies in Creating New Business Models and Agile Ecosystems." My research is driven by a passion for bridging academic theory with real-world application, particularly in the field of innovation management.
I hold a BCom in Marketing Management and a certification in digital marketing, which has provided me with a solid foundation in market dynamics and digital strategies. Building on this, I completed an MSc in Blockchain Technology, where my Master’s thesis focused on developing a digital plan for an investment management company. This experience strengthened my commitment to understanding the impact of disruptive technologies on business models. In my previous research, I used a qualitative, interpretive approach, guided by the Interpretivism paradigm, to explore how individuals perceive and respond to digital transformation. Employing ethnographic methods, I observed participants in their natural settings, gaining deep insights into their behaviors and social interactions.
For my PhD, I will adopt a mixed-methods approach, integrating qualitative and quantitative research to examine how technologies like blockchain, AI, Web 3.0, and decentralized finance (DeFi) shape agile ecosystems and innovative business models. I aim to contribute valuable insights to both academia and industry while mentoring future innovators.