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PhD in NFTs, Customer Experience & Distribution Channels

Audencia – Business School

Application Deadline

15 May 2024 - 23:59 (Europe/Athens)

Offer Description

The position (PhD Candidate) is part of the MARIE Skłodowska-CURIE ACTIONS Doctoral Networks Industrial Doctorates (MSCA-DN-ID) Project AGORA - trAining younG researchers On shaping Metaverse for business and social vAlue. The recruited researchers will be ‘Marie Skłodowska-Curie fellows’. Recruitment involves physical mobility. In addition, the fellows will participate in networking and career events, workshops and are expected to present their work at international conferences. The fellows will be part of Audencia Business School in Nantes France. The fellows will be spending part of their time at the Audencia Business School and will be also seconded for part of their time at an academic or non-academic partner of the AGORA project.


Metaverse is set to revolutionize online and real-world interactions. Europe, aiming to lead in this sector, must address its challenges in line with its values. AGORA Network offers a holistic understanding of the metaverse, blending technical, business and social insights. It prepares early-stage researchers for roles in academia, industry, and policymaking through its unique inter-sectoral network. The initiative will involve 17 'Marie Skłodowska-Curie fellows' for both academic and industrial research.


Role: PhD Candidate

PhD Title: NFTs, Customer Experience & Distribution Channels

PhD Description: Similarly to the way current omnichannel marketing systems combine traditional brick-and-mortar distribution channels with online shopping, NFTs are expected to blur the boundaries between physical and virtual worlds in the Metaverse. Consumers are able to switch between physical and virtual products/services in the Metaverse and switch between avatar vs physical self, this offers a wider spectrum of affordances for seamless product distribution in the Metaverse. Also at the supplier/distributor level, Metaverse could provide a new way of switching roles and creating value throughout the omnichannel business model. This project will examine how the interplay of physical and virtual worlds and the customer/supplier/distributor virtual and physical identity switch affects the overall customer experience and the way the distribution channels operate.

The successful candidate will be expected to employ a multi-disciplinary approach, incorporating elements from economics, business studies, and digital technology. They will conduct both theoretical research and practical case studies. More specifically, the candidate will a) develop a structural theoretical model that identifies barriers, inhibitors and motivators for providing opportunities for switching between physical and virtual worlds; identify and measure the factors that shape customer experiences depending on physical and virtual distributions channels and recommendations for industry actors.


Supervisory Team:

The supervisory team of this PhD is constituted by supervisors from the Audencia Business School (France), University of Nicosia (Cyprus) and an industry supervisor will be from AUEB PMD (Greece). The PhD candidate will be initially hosted by Audencia Business School in France and is set to enroll also into the University of Nicosia doctoral program, which will also serve as the awarding entity for the PhD degree.

Duration & Placement:

The PhD position spans a duration of 3 years. The selected PhD Candidate will be seconded for part of the PhD duration in Greece.


  • Collaborate with supervisory team to define, develop, and refine the research approach.
  • Engage in data collection, including interviews, surveys, and other appropriate methodologies.
  • Analyse data and interpret findings to derive conclusions.
  • Collaborate with industry partners, especially during the secondment phase, to gain insights and real-world applications.
  • Actively participate in training, workshops, seminars, and conferences related to the research field.
  • Prepare interim and final research reports, highlighting the findings, challenges, and future directions.
  • Seek feedback, and continuously refine the research approach based on new insights and findings.


Required Qualifications:

  • An outstanding academic record, including a Master’s degree in a field that would prepare the candidate to engage in this research.
  • Proof of English proficiency.
  • The candidate must not be in possession of a PhD degree at the date of recruitment.
  • Mobility Requirement: Candidates should not have resided or carried out their main activity (work, studies, etc.) in France for more than 12 months in the 36 months before their recruitment date.
  • Optional Qualifications:
  • Previous research experience on Business Models and Strategies will be considered as a plus.
  • Practical experience or knowledge of Business Models and Strategies.
  • Experience in academic writing.
  • Record of scholarly publications.

Personal Qualifications:

  • Ability to work independently and accurately.
  • Strong problem-solving skills, attention to detail, and high-quality output.
  • Excellent organizational, analytic and interpretive skills.
  • Excellent writing and communication skills in English.
  • Self-motivated and able to tackle challenging, complex problems in an individual or team-based setting.
  • Inquisitive and a self-learner.

The University of Nicosia, on its side, is committed to securing good supervision for the successful fellows.


  • The gross salary for the researcher will be 3653 Euros (Gross Salary). The salary includes a living, mobility, and family allowance (if applicable), in accordance with the MSCA regulations of the European Union for Doctoral Researchers.
  • A positive and inclusive company culture that values diversity, teamwork, and employee well-being. We are committed to fostering an inclusive and diverse workplace where all individuals are valued and respected. We believe that a diverse workforce leads to creativity, innovation, and better problem-solving. We actively promote diversity and inclusion in all aspects of our organization and are dedicated to creating a supportive and welcoming environment for all employees.


The application and supporting documentation must be in English and must be submitted by the deadline of 15th May 2024. Please make certain that your application clearly demonstrates how your skills and experience align with the qualifications mentioned above. The application must include:

The following documentation must accompany the application:

  • Curriculum vitae (CV).
  • A letter of motivation/research statement of 500–1000 words. This should include why you would like to be part of a doctoral network and what you feel you can contribute to this PhD position.
  • Copies of bachelor’s and master’s degrees. If you have not completed the master's degree, you should provide a transcript of courses completed and your estimated date for the master´s degree completion.
  • Copy of English language certificate (C2 Level).
  • 2 letters of recommendation, along with names and contact information for reference.
  • Research proposal (max 2000 words), outlining proposed research topic & objectives, proposed methodology, and timeline (three years).
  • (Optional) Publications and other scientific work, if any.

Your privacy is important to us. When you apply for a position with us, be assured that any personal data shared during the application process will be handled in strict accordance with GDPR guidelines, ensuring the confidentiality and security of your information. Please be aware that, as part of our collaborative approach, your application may be shared with other partners within the AGORA consortium for evaluation, consideration and confirmation.

For a formal application, please submit your application and all supportive documents through the following email address email address

Only shortlisted candidates will be notified.

Applications are reviewed on an ongoing basis until the position is filled.


For questions about this position please contact:

Qualification Type: PhD
Location: Greece - Greece, Nantes - France
Funding for: UK Students, EU Students, International Students
Funding amount: €3,653
£3,177.36 converted salary* gross salary
Hours: Full Time
Placed On: 18th April 2024
Closes: 15th May 2024
Reference: DC05
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