• 197 Citations
  • 8 h-Index
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Personal profile

Research Interests

Dr Maktoba Omar is an Associate Professor in International Business at Coventry University. She completed her PhD at the University of Leeds entitled "Contextual Determinants of Standardisation and Entry Strategies in Internationalisation". Since then she has published and acted as editor, co-editor, guest editor and referee for a number of academic journals and performed as track chair, presenter and member of the Vetting Panel for a number of national and international conferences. She has won the Emerald LiteratiNetwork outstanding paper Award 2008.

She was the Leader of Marketing and Consumer behaviour Research Cluster and now she is the Leader of International Business and Emerging Market Research Cluster, in both clusters she has aimed to support and develop all research staff and to nurture Early Career Researchers.

Maktoba has generated a substantial amount of external income as consultant and leading academic in the UK and overseas for example KTP with The Environment Exchange Limited worth £213,000, Project Green and Active Living with the Qatar Foundation worth £152,000, and KTP with Multiply Limited worth £74,000 which was the winner of the Knowledge Exchange Awards 2018.

Maktoba also acted as Director of Studies, Supervisor, Examiner and Chair for a number of PhD and DBA students in the UK, Europe and overseas and has a substantial number of completion with very minor correction. Currently her main research focus is International Business, SMEs and foreign direct investment in relation to UK companies.

Education/Academic qualification

International Business, Doctorate, University of Leeds

External positions

Reader in Marketing Strategy, Edinburgh Napier University


Lecturer, Edinburgh Napier University


Lecturer, Leeds Metropolitan University


Lecturer, University of Leeds


Lecturer, University of Benghazi


Commercial and Consultancy, Jaser Al Kuufe


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Foreign direct investment Business & Economics
Innovation Business & Economics
Emerging markets Business & Economics
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Management capability Business & Economics
Industry Business & Economics
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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2004 2019

1 Citation (Scopus)
124 Downloads (Pure)

Developing and deploying marketing agility in an emerging economy: The case of Blue Skies

Omar, M. & Osei, C., 8 Apr 2019, In : International Marketing Review. 36, 2, p. 190-212 23 p.

Research output: Contribution to journalArticle

Open Access
Emerging economies
Emerging markets
Multinational enterprises

It is not what you think! The effect of colonial legacies on Africa’s inward FDI: the Case of UK FDI in Ghana

Omar, M. & Osei, C., 14 Dec 2019, (Accepted/In press) In : Critical Perspectives on International Business. (In-Press), p. (In-Press) 17 p.

Research output: Contribution to journalArticle

Foreign direct investment
Country of origin
20 Downloads (Pure)
Open Access
Critical incidents

The impact of institutional quality on Chinese foreign direct investment in Africa

Ross, A. G., Omar, M., Xu, A. & Pandey, S., 1 Sep 2019, In : Local Economy. 34, 6, p. 572-588 17 p.

Research output: Contribution to journalArticle

Institutional quality
Foreign direct investment
Host country

Activities 1995 2019

Critical Perspectives on International Business (Journal)

Maktoba Omar (Associate Editor)

Activity: Publication peer-review and editorial workPublication peer-review

Local Economy (Journal)

Maktoba Omar (Associate Editor)

Activity: Publication peer-review and editorial workPublication peer-review

International Marketing Review (Journal)

Maktoba Omar (Associate Editor)

Activity: Publication peer-review and editorial workPublication peer-review

Higher Education Academy (HEA) (External organisation)

Maktoba Omar (Member)
15 Dec 2017

Activity: MembershipMembership of network

External Examiner at University of Greenwich

Maktoba Omar (Examiner)
1 Jul 201731 Jul 2020

Activity: Examination