Dr. Joan Ofulue

Research

One problem, followed for four years: how organisations turn data into a service that other organisations will actually pay for.

The work runs in a sequence. A technology-enabled literature review mapped what was known about data monetization and what was not. An architecture followed, proposing how a data monetization service could be built. Then the design and the theory behind it, grounded in service-dominant logic. The dissertation is the whole of it, and it has been defended.

Doctoral work

PhD, Digital Transformation & Innovation, University of Ottawa. Defended.

Designing Data Monetization as a Service (DMaaS): A Service-Dominant Logic Perspective on Platform-Based Data Value Cocreation

Supervised by Morad Benyoucef, University of Ottawa.

Peer-reviewed publications

All co-authored with Morad Benyoucef, University of Ottawa. Indexed under ORCID 0000-0002-2001-3621.

  1. Design and theorise the artefact

    Designing data monetization as a service: a service dominant logic perspective

    Ofulue, J., & Benyoucef, M. (2026). Information Systems and e-Business Management.

    The link opens the publisher page, which shows the abstract.

  2. Propose an architecture

    Towards an Architecture for Data Monetization as a Service

    Ofulue, J., & Benyoucef, M. (2023). AMCIS 2023 Proceedings, Data Ecosystems in Information Systems, paper 6.

    Open access.

  3. Survey the field

    Data monetization: insights from a technology-enabled literature review and research agenda

    Ofulue, J., & Benyoucef, M. (2024). Management Review Quarterly, 74(2), 521–565.

    The link opens the publisher page, which shows the abstract. First published online 29 November 2022.

Impact

As of September 2026, the literature review records roughly 17,000 accesses and 48 citations on the publisher's platform.

Counted on the publisher's platform and updated by hand. These numbers move slowly, and a live citations API would add a runtime dependency and a way for the page to break.