Edda Blumenstein

Edda Blumenstein



Through the lens of Dynamic Capabilities, I am investigating how retailers survive in today's dynamic retail industry in the context of Omni channel retailing. 

2015 -              Doctoral Researcher in Business Management – University of Leeds

2014 - 2015      MA Fashion, Enterprise and Society – University of Leeds

1999 - 2002      B.Sc. International Marketing – Reykjavik University

1997 - 1998      Marketing - Niels Brock Denmark

1992 - 1996      Undergraduate Degree - The Commercial College of Iceland


Work Experience

I have 12 years of industry experience as Managing Director, Division Marketing & Business Development Manager and Brand Manager. I have founded and run both an online retail business and consulting business. I have spoken at numerous industry events and conferences about the various aspects of Omni channel. Recently I crafted a holistic Omni channel sales and marketing strategy for Iceland’s largest shopping mall, to help them start their digital transformation journey. Small changes have already showed over 100% increase in performance.

2017-             Founder and owner – BeOmni.co.uk

2012 - 2014   General Manager – Smarativoli Iceland

2012-2014     Founder and Owner of an E-commerce business

2007- 2012    Division Marketing & Business Development Manager   

1999 - 2007    Brand Manager - Coca-Cola



2.04 Charles Thackrah


Research interests

  • Retailing

  • Marketing

  • Strategy

  • Transformation

  • Business Development

  • Dynamic Capabilities



  • Research Assistant 2019 (6 month contract)
  • Seminar Leader MSc, Operations and Supply Chain Management (Semester 1, 2018)
  • PhD in Management (due in March 2020)
  • MA Fashion Enterprise and Society, Leeds University
  • B.Sc. International Marketing, Reykjavik University

Research groups and institutes

  • Adaptation Information Management and Technology
  • Centre for Operations and Supply Chain Research