Dr. Kisito Futonge Nzembayie, PhD

I research and teach at the intersection between digital technology, entrepreneurship, marketing, and business strategy.

Digital entrepreneurship is the primary focus of my research. Therefore, I explore how digital technologies enable new venture creation and shape venture outcomes. More specifically, I study digital technology-enabled business models, digital platform strategy, digital growth marketing, digital born globals, and the application of next-generation technologies (AI, Big Data, Machine Learning, Blockchain, Cloud Computing & IoT) in the transformation of traditional business processes.

I am pragmatic in my research orientation, which means while I am qualitatively oriented, I integrate quantitative and rich data techniques in answering my research questions. As an Action Design Researcher, I believe in researching ‘in the swampy lowlands’ of practice which results in a first-hand account of the research settings.
I am a digital entrepreneur by practice and have since developed four digital startups in the EdTech space that reach global audiences of over 7 million annually. Through this process, I have developed skills in growth marketing, and frugal entrepreneurship using bootstrapping, bricolage, and effectual strategies for new venture creation.

By combining deep knowledge of theory and practice, I have contributed to the development of digital technology-related teaching modules that have been incorporated into university programmes and professional training courses across Ireland.

My PhD research was in Digital Entrepreneurship, where I looked at the mechanisms through which pure digital ventures are created and the strategies that underlie the agility of digital startups. I have since authored a book on the subject and a number of papers in reputable, peer-reviewed journals in the field.