Dr. Doyin Olorunfemi

I am passionate about micro businesses and SMEs, and keen on knowledge transfer projects that enable MSMEs adopt technology in cost effective ways. As a past business owner, I understand the importance of strategy and innovation in ensuring competitive advantage, so I actively create tools to upskill MSMEs in these areas.

My research focuses on the role of selling in the entrepreneurial journey of women in particular. Findings from my research suggest that practice-based approaches, like selling, foster entrepreneurial learning and development of entrepreneurial self-efficacy. Therefore, in educating students on entrepreneurship, I incorporate practice elements and use cases to convey theory and practice.

As an educator, I employ a practice-led approach, exploring the intersections of practice and theory, to deliver engaging, experiential learning sessions that translate to optimal student experience. This is useful in my role as an employability focus lecturer because students simultaneously learn theoretical concepts interwoven with real life applicability.

My current interest is how MSMEs adapt sustainability mindset principles, especially through digitisation.