Personal Statement
Dr. Francesca Hueller is a Lecturer in Strategic Management & Innovation at the University of Liverpool Management School within the SIBE Group. Prior to joining Liverpool, she completed her PhD in Strategy at Bayes Business School. During her academic journey, she also served as a research and teaching assistant, contributing to MBA, MSc, and BSc programs for Bayes Business School and City University of London.

Francesca's research is placed at the intersection of strategic management and innovation, with a focus on understanding the determinants and consequences of diversification, innovation, and competitive dynamics in digital settings. In particular, she delves into these patterns within the broader and heterogeneous competitive space, often referred to as an "ecosystem" that emerges and evolves around a central platform connecting different actors. Francesca's exploration aims to uncover new opportunities for value creation and value capture facilitated by digital technologies.

Research Overview
My research explores the determinants and consequences of diversification, innovation, and competitive dynamics in digital settings. I explore these patterns within the broader competitive space, often referred to as an “ecosystem,” which evolves around a central platform connecting various actors to deliver integrated value solutions to users. My research aims to uncover new opportunities for value creation and value capture facilitated by digital technologies, considering both platform and complementor strategies. Additionally, I explore how a demand-side approach can complement traditional supply-side strategy research. To conduct my research, I employ qualitative and quantitative methodologies to analyze various digital companies, among which Amazon, Apple, Google, and the Fit-tech ecosystem. Recently, my focus has expanded to examine the impact of technological change on innovation and competitive dynamics across firms in industries characterized by interconnected, complex product systems.