Greetje (Gretta) Corporaal

Gretta is an organization scientist who studies the platform economy and the transformation of work and organizations.

Email: gretta.corporaal@oii.ox.ac.uk

Tel: +44 (0)1865 287210

Greetje (Gretta) Corporaal is a postdoctoral researcher in organization studies at the Oxford Internet Institute, University of Oxford. Her research focuses on the interplay between technology and the variety of practices that constitute contemporary work and organizing in society.

Gretta is part of the ERC-funded project ‘iLabour: The construction of Labour Markets, Institutions and Movements on the Internet‘. This project examines online labour platforms and crowdsourcing marketplaces that are part of the so-called ‘sharing economy’ or ‘digital gig economy’. Gretta studies the technology firms that develop these platforms and how these new private regulators create and manage their markets. She also studies the client firms and how they are changing their organizational processes and practices internally to make use of online labour.

Her PhD research focuses on how globalization, digitization, and hyper-specialization are transforming work in the areas of technology, innovation, and strategy making. To this aim, she conducted a 4-year multi-sited field study of cross-boundary work among research scientists, engineers, and managers within a Japanese multinational and its collaboration with an American engineering contractor. Gretta also has an interest in social and environmental issues in management.

In 2014-2015 Gretta was a visiting scholar at New York University, Stern School of Business. She received various awards for her work, among which a Young Talent Award from the Prins Bernhard Cultuurfonds (2014) and the Wilhelmina Drucker Early Career Award from VU Amsterdam (2015). Gretta is an active member of the Academy of Management and the European Group of Organization Studies. For more details, see Gretta’s personal website and research gate profile

Research interests

Crowdsourcing, emergence and transformation of fields, boundaries and practices, institutional processes, micro-processes of strategy-making, social and environmental issues, sociology of work and organizing, technology and management innovations and new value creation.

Positions held at the OII

  • Researcher, April 2016 –

Latest blog posts

Current projects

Past projects

  • OxDeg: Mixed methods and hyper-triangulation

    23 November 2016

    This seminar series, created by the Oxford Digital Ethnography Group, gathers leading scholars and practitioners to reflect on how ethnography is adapting to the study of heavily-mediated worlds.

  • The Gig Economy Isn’t Just For Startups Anymore

    29 August 2017 Fortune


    Coverage of a new report by Gretta Corporaal and Vili Lehdonvirta on how Fortune 500 companies are turning to online freelancing platforms like Upwork and PeoplePerHour to find designers, marketing staff, IT specialists and other knowledge workers.