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Dr Elsamari Botha is the MBA Director at the University of Canterbury, New Zealand, and teaches Digital Transformation and Technology Preparedness in the UC MBA programme. She is also an extraordinary associate professor at the University of Stellenbosch Business School, South Africa. She attained her PhD in Industrial Economics and Management at KTH Royal Institute of Technology, Stockholm, Sweden. With 15 years of consulting experience, as well as starting an EdTech platform, Elsamari’s research focuses on the adoption and monetization of new technologies in organisations, online consumer behaviour, and digital strategy development. Elsamari has published in leading international journals such as Industrial Marketing Management, Journal of Business Research, Business Horizons, the Journal of Retailing and Consumer Services, and Public Relations Review.