— RESEARCH & TEACHING

Where Marketing Research Meets Business Practice

I’m a marketing and innovation scholar-practitioner, educator, and business leader working at the intersection of B2B marketing, go-to-market strategy, innovation, buyer behavior, and commercialization.

My work examines how organizations design marketing and go-to-market systems around the way customers actually buy, especially in complex B2B environments shaped by fragmented buying journeys, digital channels, organizational decision-making, and AI.

• ACADEMIC AGENDA

Research Interests

My research focuses on the systems, decisions, and organizational capabilities that shape modern marketing and go-to-market performance.

B2B Buying Journeys

Customer-Centric Content

Marketing Strategy & Innovation

GTM Operating Systems

Analyzing non-linear, multi-stakeholder purchasing paths across complex decision committees.

Structuring knowledge systems aligned with episodic buyer problem-solving behaviors.

Developing resilient commercial strategy frameworks in volatile market environments.

Aligning cross-functional architecture between marketing, revenue, and product teams.

Positioning & Commercial Strategy

Customer & Market Intelligence

AI-Enabled Marketing

Business Model Validation

Translating technical differentiation into clear commercial value propositions.

Utilizing qualitative and quantitative buyer insights for executive strategic planning.

Evaluating how AI tools reconfigure buyer decision workflows and internal operations.

De-risking new product launches through disciplined market testing and iteration.

A recurring question runs through much of my work:

How should organizations redesign marketing and go-to-market systems when buyers, technologies, and decision processes change faster than traditional operating models?

Customer-Centric Content Marketing Along the Episodic B2B Buying Journey

— FELLOWSHIP & DISSERTATION

Doctoral Research

My doctoral research examined how B2B organizations can design, govern, and orchestrate content marketing across non-linear and episodic buying journeys.

The research developed a program-level model that moves beyond individual campaigns and content assets to examine how organizations coordinate content, buyer needs, governance, and marketing activity across the broader buying process.

Doctor of Business Administration (DBA) in Innovation Management
Selinus University of Sciences and Literature, 2026

Dissertation: Customer-Centric Content Marketing Along the Episodic B2B Buying Journey: A Program-Level Model of Design, Governance, and Orchestration.

Rigorous empirical investigation bridging academic literature with high-stakes commercial execution.

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— ACADEMIC PUBLICATIONS

Selected Research

OPEN SCIENCE FRAMEWORK • 2026

DBA Research• 2026

Agentic AI and B2B Go-To-Market Orchestration

Explores how agentic AI could reshape the coordination of marketing, sales, customer intelligence, and revenue operations within B2B go-to-market systems.

Publication: Agentic AI and B2B Go-To-Market Orchestration: A Conceptual Framework for Autonomous Revenue Systems, 2026.

RESEARCHGATE • 2025

RESEARCHGATE • 2024

The ECO Model for Autonomous Revenue Systems

Measuring Capabilities in B2B Go-To-Market Architecture

Investigates how organizational design, capability maturity, and cross-functional orchestration directly impact long-term enterprise value creation.

Publication: The ECO Framework: Strategic Alignment in Digital B2B Ecosystems, 2025.

Publication: Capabilities and Performance in Modern B2B Commercial Systems, 2024.

MBA Research• 2023

From Supplier Selection to Supplier Selectability

Working Paper / Preprint • 2026

Digital Content Marketing & B2B Engagement

Provides a structural analysis of Episode, Convert, and Outcome stages across complex organizational purchasing workflows and cross-functional teams.

Examines the relationship between digital content marketing and customer engagement in B2B markets.

Examines a growing challenge in AI-mediated B2B buying: organizations must not only compete to be selected by human buyers, but also become visible, interpretable, and selectable within AI-supported buying environments.

Publication: From Supplier Selection to Supplier Selectability: The Selection Gap in AI-Mediated B2B Buying, 2026.

Publication: Evaluating the Impact of Digital Content Marketing on Customer Engagement in B2B Markets, 2023.

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Episodic Content Marketing in B2B Buying Journeys

Publication: Episodic Buying Journeys and B2B Content Architecture: An Empirical Investigation, 2025.

Examines how modular, episodic content frameworks realign revenue teams with modern non-linear buyer decision processes across enterprise sales cycles.

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+ CURRICULUM & EXECUTIVE EDUCATION

Teaching Areas & Pedagogy

Translating academic rigor into actionable decision frameworks for graduate business programs and executive seminars.

GTM Strategy & Systems

B2B Marketing & Buyer Behavior

Executive Education & Workshops

Advanced courses on market entry, revenue architecture, and commercial operational design.

In-depth analysis of organizational buying dynamics, demand generation, and value delivery.

Tailored masterclasses for corporate leaders and growth teams navigating market shifts.

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Research, Teaching & Academic Collaboration

For academic collaboration, teaching, guest lectures, executive education, research partnerships, or business-school engagement, get in touch.

Rania Kuraa.

Strategic growth, GTM, and commercial advisory for B2B leaders navigating complex growth decisions.

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