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Dr Oksana Gerwe

Dr Oksana Gerwe
Lecturer in International Marketing & International Business

Eastern Gateway 211


Dr Oksana Gerwe is the Deputy Director of the MBA Programme at Brunel Business School and teaches at the Division of Globalisation, Entrepreneurship, and Strategy.  

Oksana holds a PhD in Business Management with a specialisation in Strategy from IE Business School, Madrid, where she also received an Executive MBA degree and a Master’s degree in Research Methodology in Management Science.  She spent part of her PhD at London Business School, at the Department of Strategy and Entrepreneurship. 

Oksana’s teaching and research focus on Competitive and Corporate Strategy, Innovation and Entrepreneurship.  Her research and intellectual interests range from the sharing economy to peer-to-peer business models to disruptive innovation. One of Oksana’s main goals is that research and teaching are strongly connected and aligned.  “Disruptive innovation and the advancement of the Sharing Economy continue to radically change the world around us and the competitive landscape across multiple industries. I like to use my research to inform the students about these relevant and cutting-edge issues.”  

Oksana’s research has been presented at multiple conferences and institutions around the world.  Her work has been published across a range of academic outlets as well as featured as book chapters and cases studies, receiving several awards and prizes such as the Best Paper Award and the Best Case Award.

Recent research related to Covid-19 effects on the Sharing Economy:


Oksana teaches modules on Competitive and Corporate Strategy, Entrepreneurship, Innovation and Knowledge Management and Strategic Management.  She has also delivered several specialised courses on the Sharing Economy, Collaborative Finance and Crowdfunding.

Newest selected publications

Gerwe, O., Silva, R. and Markman, G. (2020) 'Market Entry of Heterogeneous Micro Providers via a Sharing Economy Platform: The Effect on Generalists’ Performance'.Academy of Management Society Conference. Vancouver Canada. [unpublished]

Conference paper

Gerwe, O., Silva, R. and De Castro, J. (2020) 'Entry of Providers onto a Sharing Economy Platform: Macro-level Factors and Social Interaction'. Entrepreneurship: Theory and Practice. pp. 104225872090340 - 104225872090340. ISSN: 1042-2587 Open Access Link

Journal article

Silva Froján, R. and Gerwe, O. (2019) 'Responses of Traditional Incumbents to the Entry of a Sharing Economy Platform'. Academy of Management Proceedings, 2019 (1). pp. 14437 - 14437. ISSN: 0065-0668

Journal article

Gerwe, O. and Silva, R. (2019) 'GOING FOR A RIDE: ENTREPRENEURIAL JOURNEYS IN THE ON-DEMAND TRANSPORTATION SECTOR. Case study', in Whittington, R., Régner, P., Angwin, D., Johnson, G. and Scholes, K. (eds.) Johnson Exploring Strategy_T&C_p12. , 12th edition. ISBN 10: 1292282452.

Book chapter

Gerwe, O. and Silva, R. (2018) 'Clarifying the Sharing Economy: Conceptualization, Typology, Antecedents, and Effects'. Academy of Management Perspectives, 34 (1). pp. 65 - 96. ISSN: 1079-5545 Open Access Link

Journal article
More publications(17)