Areas of expertise
Digital Transformation
Programme – PhD (full-time), 2017
Background
Prior to her PhD studies, Yanjun was a business professional with seven years’ experience in a consulting company in Shanghai, China. She holds an MSc in Strategic Marketing and a BSc in Educational Technology, forming a background in business, education, psychology and technology.
Research opportunity
Primary supervisor: Professor Stan Maklan
Secondary supervisor: Dr Carmine Basile
In the digital era, companies face a dilemma, either transform digitally or risk falling behind competitors. It is therefore critical for businesses to proactively initiate the digital transformation process. Digital transformation is a process by which a company can utilise technology to gain unique insights. This allows the innovation of the value proposition and the value chain.
This PhD project encompasses a longitudinal study, investigating digital capabilities and digitally driven business model innovation. This study aims to understand how digital capabilities are built, how digital insights are gained and deployed for decision making, how the business model innovation is driven by these factors, and how the digital transformation process progresses through different stages of development.
Sector: Digital transformation in business
Research Methods: Field research – longitudinal case study (observations, interviews and archives).
Why I Chose Cranfield: High academic standard, expert supervision, and close industrial relations.
Current activities
Yanjun is currently working closely with industry, conducting longitudinal research in the area of digital transformation.
