Early career scholar, educator, and experienced digital strategy advisor. Practitioner and advocate of the systems approach and visual & design thinking in both organizations and classrooms. Specializing in phenomenon-driven longitudinal processual research in the domains of the digital economy and organizational change. Over three years of teaching and supervisory experience at both undergraduate and graduate levels. Engaged in pro bono consulting and advisory projects for the UK and international start-ups, incubators and SMEs.
Before joining Brunel, in August 2019, I have worked as a part-time lecturer and bursary-funded PhD researcher at the University of Portsmouth. Besides teaching on units such as Entrepreneurship and Business Venturing, Innovation Management, and New Product Development, for the past three years, I was also supporting early entrepreneurs-in-residence and student start-ups, across various faculties. In recognition, I was awarded an honorary title of Enterprise Ambassador by the dean of Portsmouth Business School.
During my time working as a consultant and strategic advisor for entrepreneurs, business incubators & accelerators, and established organizations, I have not only acquired a working knowledge of tools such as the Business Model Canvas, Lean Methodology, Value Maps, Stakeholder Mapping tools, Minimum Viable Product but also developed my own tools and methodologies that I frequently use.
Over the years, I have also gained a working/practical knowledge of: Marketing methodologies - Search Engine Optimization, Conversion Rate Optimization, Multivariate A/B Testing, User Experience & User Journey Mapping; Digital marketing tools - Google Analytics, Google Adwords, Optimizely, Unbounce, Wordpress, Wix, SEM Rush, EpiServer, and HubSpot; Project management packages - Asana, FreedCamp, Trello, TeamGantt, and PipeDrive.
Given the current prevailing trends toward the digitization of products and the digitalization of workplaces, I am a firm advocate of integrating interactive e-learning and real-time online collaboration in both organizations and classrooms. To do so, I use the following teaching & learning tools: MindNode 5, Vevox, Miro, Mural, Metaverse, Issuu, Prezi, Creatr, Mentimeter, and Google Drive. However, I am always on the lookout for new tools, and welcome any suggestions of the ones that can make learning & collaboration more efficient, engaging, and above all, more fun.
2016 - 2019: PhD Innovation Management - Designing and orchestrating multi-sided platforms (University of Portsmouth)
2015 - 2016: MA Digital Marketing (University of Portsmouth)
2011 - 2014: BA(hons) Marketing Management (University of Portsmouth)
Newest selected publications
Hullova, D., Laczko, P. and Frishammar, J. (2019) 'Independent distributors in servitization: An assessment of key internal and ecosystem-related problems'. Journal of Business Research, 104. pp. 422 - 437. ISSN: 0148-2963 Open Access Link
Hullova, D., Simms, CD., Trott, P. and Laczko, P. (2018) 'Critical capabilities for effective management of complementarity between product and process innovation: Cases from the food and drink industry'. Research Policy, 48 (1). pp. 339 - 354. ISSN: 0048-7333 Open Access Link
Laczko, P., Hullova, D., Needham, A., Rossiter, AM. and Battisti, M. (2018) 'The role of a central actor in increasing platform stickiness and stakeholder profitability: Bridging the gap between value creation and value capture in the sharing economy'. Industrial Marketing Management, 76. pp. 214 - 230. ISSN: 0019-8501 Open Access Link
Laczko, P. and Hullova, D. (2017) 'Circular Economy Ecosystems to Support EPR & E-Waste Management'.ISPIM Conference. Stockholm.
Hullova, D., Laczko, P. and Frishammar, J. (2017) 'A Knowledge-flow Framework for Transitioning from a Product-centric Business to Provider of a Customer-centric Solution'.British Academy of Management Conference. Warwick.