PhD Position in Ecosystems building and partnering strategies in complex regulated markets (through the example of Connected Health)
About the role
Applications are sought from candidates interested in pursuing a PhD in Marketing. Candidates will be based on the main University College Dublin campus, Belfield, and will be registered for the doctoral programme within UCD.
The programme of research in which the PhD candidate will engage will form part of the CHESS ITN programme.
About the Project
Ecosystems building and partnering strategies in complex regulated markets:
Designing profitable and sustainable go to market strategies for CH firms is an extremely difficult task. Companies often face complex choices with little data available to guide them around the selection of business to business or business to consumer target markets; for different categories of patients or consumers (for instance the Assisted Living market, the wellness market, diverse chronic illness segments etc); for different routes to market (systems integrators, channel, direct to consumers); and for different payer models (reimbursement or out of pocket). The fact that these decisions are at least partly dependent on a firm’s core resources, market reach, cash flow, and position within the health technology ecosystem also adds to the challenges. One firm is unlikely to be able to engage in this multifaceted market on its own, and consequently the battle around health and wellness devices is increasingly becoming a war of ecosystems and platforms. In this context, issues of regulation, user requirements and interoperability have further created roadblocks for connected health companies to achieve market impact on their own and compelled many firms to engage in activities aimed at partnering, open innovation, sharing of intellectual property and ecosystem building. As a consequence the broad Connected Health market has witnessed an unprecedented degree of partnerships formed by firms of various sizes, industry provenance, cultures and market span. The question of how successful these partnering and ecosystem building strategies are in terms of opening up CH markets remains to be examined. Under the supervision of Professor Susi Geiger and based at UCD College of Business and UCD’s INSIGHT data analytics centre, the successful PhD candidate is expected to conduct original research into the broad area of ecosystems and platform creation and competition in complex regulated markets. S/he will conduct primary and original research, leading to strong academic impact and output in international peer-reviewed journals. The project is also expected to lead to practical guidance for CH managers. For this reason the PhD candidate will spend 6 months of their four-year PhD with an industry partner to test the model or framework they develop during their research project in an industry setting with access to data, expertise, and CH systems. UCD College of Business runs a structured PhD Programme, and the PhD candidate will be able to avail of the courses offered as part of this Programme as well as of the various activities organised by the CHESS Consortium.
For more information about the position, how to apply and eligibility criteria, please click here.