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International Business Strategy Emerging Marketing Strategy FDI SMEs International Marketing Strategy

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  • 218 Citations
  • 8 h-Index

Research output per year

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Personal profile

Research Interests

I was awarded PhD at Leeds University Business School for a body of work that analysed the contextual determinants of standardisation and entry strategies in internationalisation. Since then I have publications on Internationalisation and emerging countries in world leading journals including International Marketing Review, European Business Review, Critical Perspectives on International Business, The Journal of Product & Brand Management and Journal of Brand Management. My research interests focus on International Business in relation to emerging regions/markets, specifically on the following key areas: International Business Strategy and Foreign Direct Investment.

 As result of my leadership in the above areas, I was invited to work on a project with Harbin University of Commerce in China funded by the Ministry of Agricultural. I was also invited to teach, present my research and conduct workshops at Zhengzhou University of Light Industry, University of Hong Kong, Halmstad University, Nanjing Audit University (China) Dongbei University of Finance & Economic (China), University of Geosciences (Wuhan, China).

 I was the Leader for Marketing and Consumer behaviour Research Cluster and now I am the Leader of International Business and Emerging Market Subject Interest Group. In both roles, my duty was  to support and develop research staff and nurture Early Career Researchers in publication and/or funding opportunities. I have also line-managed colleagues and supported them to achieve their goals.

 I generated a substantial amount of external income as consultant and leading academic in the UK and overseas. Examples include  KTP project 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.

 I supervise doctorate students. I already have 18 doctorate completions with very minor correction. I have also acted as external examiner, internal examiner and panel chair.

 I have had extensive programme leadership responsibilities at both my present and in previous appointments. These include being the Programme Leader for MSc in Marketing (full time, part time students) and the Programme Leader for MSc in Marketing with English as a Foreign Language (full time students); Programme Leader for the undergraduate BA (Hons) Marketing Management suite which included Marketing Management; Marketing Management with Entrepreneurship; Marketing Management with Languages, Marketing Management with Consumer studies; Marketing with Digital Media and Marketing Studies at Edinburgh Napier University. Also, I was appointed as Programme Director for BA International Business Management in the School of Strategy and Leadership at Coventry University with the objective to review the course.

 I lead module delivery teams and ensure the effective management of module administration. My ethos for teaching is to consistently provide students with a transformative learning experience by designing and delivering research-informed teaching, with embedded employability and an internationalised curriculum. Consequently, this saw my very high achievement for student satisfaction.

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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Research Output

An evaluation of the effect of interconnectedness and the state of the relationships in a triad: A dynamic approach

Tjandra, N. C., Ensor, J., Omar, M. & Thomson, J. R., 17 Jun 2020, In : Qualitative Market Research. (In-press), p. (In-press)

Research output: Contribution to journalArticle

  • New Technologies and the Impact on Personality Rights in Brazil

    Soares, M., Kauffman, M., Chao, K-M. & Omar, M., Mar 2020, In : Pensar - Revista de Ciencias Juridicas. 25, 1, p. 1-12 12 p.

    Research output: Contribution to journalArticle

    Open Access
  • 1 Downloads (Pure)

    The effect of colonial legacies on Africa’s inward FDI: the Case of UK FDI in Ghana

    Osei, C., Omar, M. & Joosub, S., 2020, In : Critical Perspectives on International Business. 16, 3, p. 259-277 19 p.

    Research output: Contribution to journalArticle

    Open Access
  • 12 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
  • 7 Citations (Scopus)
    134 Downloads (Pure)
    Open Access
  • 23 Downloads (Pure)


    Queen Margaret University

    Maktoba Omar (Visiting researcher)
    10 Feb 2020

    Activity: Visiting an external institutionVisiting an external academic institution

    External Examiner at University of Greenwich

    Maktoba Omar (Examiner)
    1 Jul 201731 Jul 2020

    Activity: Examination

    School of Strategy and Leadership (Organisational unit)

    Maktoba Omar (Member)

    Activity: MembershipMembership of network

    Higher Education Academy (HEA) (External organisation)

    Maktoba Omar (Member)
    15 Dec 2017

    Activity: MembershipMembership of network