Research areas

  • HD28 Management. Industrial Management - entrepreneurship, SMEs, Family Business
  • TX Home economics - internet of things, innovation, smart cities, virtual reality, augmented reality


Dr Veronica Scuotto (PhD, FHEA, MBA, BA-Honour) is lecturer in Business and Enterprise and Project Manager (on a secondment basis) at University of West of Scotland, Enterprise Academy.

Her Doctorate in “Marketing and Enterprise Management” comes from Italy's premier university, Milan-Bicocca University. She has worked as a research assistant in Business Economics at the Second University of Naples. Additionally she has work experience as a marketing consultant for Ichnos in Naples, Commercial Manager for GNS China in Beijing and Digital Account Manager for
POSH agency in Glasgow. 

Furthermore, Veronica has been teaching since 2008 in different subjects such as Strategic Management’(Level 3, Undergraduate) ‘Family Business' (Masters Level, Postgraduate), 'Pricing' (Masters Level, Postgraduate) 'Entrepreneurial Thinking  (Undergraduate)', 'Research Methods for Business and Management' (Master Level, Postgraduate), 'Enterprise Creation' (Level 3, Undergraduate)', and 'Global Economic Environment (Undergraduate).

As project manager at Enterprise Academy, she helps and connects student entrepreneurs with those who want to support innovative ideas and provide advice, guidance and assistance to an organization on a consultancy basis, along highly experienced staff.

Area of research expertise - Outline

Dr Veronica Scuotto's research interests are based on SMEs, entrepreneurship and digital technologies. Her work has been featured in Technological Forecasting and Social Change, Internatinal Marketing Review, Journal of Technology Transfer, Business Process Management Journal, Journal of Knowledge Economy, the Journal of Knowledge Management, and Electronic Commerce Research..

She is a reviewer for the Journal of Knowledge Economy and the Journal of Knowledge Management. She has been Guest Editor for Special Issue aimed at the Journal of Knowledge Economy, Baltic Journal of Management, and International Journal of Sport Management and Marketing.

Recently, Dr Scuotto’s research entitled “users generated ideas via Social Media Networks (SMNs): based on open innovation model” was awarded as the best paper for the 9th annual Euromed Academy of Business conference 2016.

Current research activities.

Currently, Dr Veronica Scuotto is investigating the changes in innovation dynamics triggered by Social Media Networks (SMNs) on small to medium enterprises. The scope is to demonstate the relavance of using social media networks  to stimulate key processes like the innovation search.

The research responds to the digital, social and technological transformations affecting the field of fashion. It fuses fashion with ever expanding online world of digital and social commerce where modern prosumers engage, review and co-create fashion brands within and between their online communities. Fashion, fashion brands, designs and trends, are increasingly impacted upon and transformed by digital and creative technologies and a prosumer who live visual, vibrant and viral lifestyle identities.


Desired research direction.

Using quantitative methods, Dr Veronica Scuotto seeks to demonstrate the effectiveness and efficiency of the virtual reality within organizational settings. She also wants to help to strength entrepreneurial leadership skills in order to voice their ideas frankly and in the right way and to develop and employ strategies to resolve innovation process issues that SMEs face.


In addition, Veronica aims to offer a better understating of the reality to her students, embedding research, skills, competencies, and employability opportunity.




Target Collaborative Companies (National, International, up to 3).

SMEs interested in virtual reality and augmented reality.

Target Collaborative Organisations (National, International, up to 3).

College of Business at Mississippi State University; Hautes Etudes Commerciales de Paris; Strathclyde University; Academy of Management; Babson College.


  1. LMDP Coaching and Mentoring Skills 1

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

  2. Renfrewshire Schools Event

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

  3. The launch of UWS Business School Enterprise Zone

    Activity: Participating in or organising an eventParticipation in workshop, seminar, course

View all (16) »

ID: 27474