Mirella’s research centres on customer experience management, examining how organizations design and manage interactions with customers across digital and physical environments. Her work spans topics such as digital transformation, innovation adoption as well as resistance, and consumer decision-making, with a particular interest in how technology reshapes the customer journey. More recently, her research has also engaged with health-related settings, including work on self-management health tools, physician choice, healthcare journeys, and healthcare systems.
A consistent thread in her research is bridging theory and practice—developing insights that not only advance academic knowledge but also help organizations navigate complex, real-world challenges.
Mirella’s work is closely connected to practice and society. She collaborates with organizations across sectors, contributes to executive education, and engages regularly with practitioners through keynote presentations, workshops, and advisory roles.
Her work focuses on themes such as customer experience, innovation, and digital transformation, and how organizations navigate these in practice. This includes long-standing collaborations with industry partners, as well as contributions to leadership development programmes and professional education. Her ability to connect academic insight with practice has been recognised through awards such as the MOA Insights Scientist Award.
As Dean, she builds on these activities by strengthening the School’s external engagement, with a focus on developing partnerships and embedding these more structurally in research and education.
