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Department of Management

Dr Suzana Pavic

Dr Suzana Pavic

Senior Lecturer in Tourism


 +44 (0) 1392 725666

 Streatham Court 0.67


Streatham Court, University of Exeter, Rennes Drive, Exeter, EX4 4PU, UK


Dr Suzana Pavic is a senior lecturer in Tourism and Hospitality Management at the University of Exeter Business School. She has a BSc in Hotel and Catering Management and a PG certificate for teaching in Higher Education. In 2010, Dr Pavic gained her doctoral thesis entitled ‘The creation of competitive advantage in SME-s through e-business’ at the University of Sheffield. Her doctoral work adopts a mixed methods approach as it primary tool and the research has a twofold aim. The first, which is the contribution this study makes to the field of Management Studies, is to promote a better understanding of e-business and its role in SMEs. The second, which has the more pragmatic aim of contributing to SMEs, is to find a way of enhancing their business competitiveness via the use of e-business. It builds on previous work suggesting that traditional business strategies, which create competitive advantage, have to be changed in order to facilitate the adoption, implementation and use of e-business technology. An examination of the transition of SMEs from an ‘old’ traditional business strategy to a ‘new’ e-business strategy is at the heart of this study.

Dr Pavic has the length and breadth of working experience and has worked in management roles across the Tourism and Hospitality Industry as well as in academic roles at the University of Sheffield, Leeds Metropolitan University and Sheffield Hallam University. She has contributed to, and led, modules at all levels: HND, UG and PG. This was done for both onsite and blended learning, and included the coordination and delivery of bespoke programme at PG level with exclusive enrolment of professionals from industry. These blended learning courses utilised high end e-learning platforms, such as Adobe Connect, WizIQ and Blackboard 9. During her career Dr Pavic has organised study schools by liaising with high profile industry researchers and speakers in e-business, ICT and e-learning areas which supported creativity and drove learning and teaching potential to the maximum as well as improving immensely the student experience and learning outcomes.

Dr Pavic pride herself on being a ‘people person’ and someone who can communicate at all levels. The diverse nature of the organisations she worked for has meant a need to be flexible in her approach to both teaching and research. In 2013 Dr Pavic joined University of Exeter Business School to contribute to the Management department and in particular Tourism subject group.

Nationality: British


BSc, PGCHE, PhD (The University of Sheffield)

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Research interests

  • E-business
  • Small and Medium sized Enterprises (SMEs)
  • Strategic Management and Competitive Advantage
  • E-learning and blended learning

Dr Suzana Pavic is particularly interested in researching and exploring new ways of creating competitive advantage through e-business in small and medium-sized enterprises (SMEs). Much of her work involves evaluating the need for e-business in SMEs for improving their competitiveness by: (1) identifying the benefits to the organisation, (2) addressing the issues specifically related to supply chain management, customer relation management and e-business applications such as internet, intranet and extranet, and (3) assessing the amount of effort required for the e-business implementation by developing a model. Her research is looking at the implications for SMEs while implementing e-business applications.

Dr Pavic was also engaged in a collaborative work and knowledge transfer that involved small and medium size medical practices, design and consultancy catering practitioners and Peak District SME’s tourist associations. This collaboration with research partners resulted in expansion of e-learning research and has recruited two new doctoral students who have particular interest in blended learning.

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Journal articles

Pavic S, Koh SCL, Simpson M, Padmore J (2007). Could e-business create a competitive advantage in UK SMEs?. Benchmarking, 14(3), 320-351. Abstract.


Pavic S, Simpson M, Koh SCL (2005). Prototype modelling of the novel use of e-business to create a competitive advantage in SMEs. In Zhao F (Ed) Entrepreneurship and Innovation in E-Business: an Integrative Perspective, PA, USA: Idea Group Inc.

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External Engagement and Impact

Administrative responsibilities

  • Course leader, MSc International Hospitality Management (with and without work experience)
  • Course leader, MSc International Hospitality Design and Management Consultancy (Blended Learning)

    External positions

    • External Examiner at Loughborough College (Nottingham Trent University) for the period 1st Sep 2009 to 31st Dec 2013:
      • FdA and BA (Hons) Hospitality Management
      • FdA and BA (Hons) Food Manufacturing Management
    • External Examiner at Farnborough College of Technology (University of Surrey) for the three academic years 2011/12, 2012/13, 2013/14:
      • FdA in Hospitality Management
      • FdA in Salon and Spa Management
      • FdA in Tourism and Event Management
    • Member of Institute of Hospitality (IoH)
    • Member of Institute for Learning and Teaching (ILT)
    • Member of Institute for Small Businesses Enterprises (ISBE)

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Dr Pavic’s teaching interests bound from her research interests and the industrial experience and cover a diverse range of issues that are of real significance to business management researchers and hospitality and tourism managers. Using a range of innovative lectures and assessments, she aims to equip students with the professional skills and aptitude for life outside academia.

Dr Pavic’s teaching interests are varied. In the past she has worked and developed a number of different modules ranging from undergraduate to postgraduate levels. Currently she is involved in a range of Tourism modules for both UG and PG students and is developing a new MSc International Hospitality Management Programme starting in September 2016.



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