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Natalie Burford is Assistant Professor in the Strategic Management Department. She studies technological systems that span across organizations. In recent research, she analyzes firms’ positioning in the e-commerce technology industry. For example, her work shows how e-commerce startups adapted to the European data protection regulation and illustrates how a price comparison platform’s strategy affected firms selling consumer goods on the platform. She is interested in understanding how firms use ecosystems and platforms to expand their firm boundaries and, more broadly, how the trend toward technological integration among organisations affects value distribution.

She holds a Ph.D. in Management from INSEAD, an M.Sc. in Finance and Economics from LSE, a B.A. in Economics and a B.A. in Business Administration from the University of St. Gallen. Prior to her Ph.D., she gathered experience in business development at Delivery Hero, as the first employee of an insurance startup, in portfolio strategy research at Goldman Sachs and in strategy consulting at McKinsey & Company. Her research has been published in one of the leading academic journals, the Strategic Management Journal, and has been featured in practitioner outlets ().

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