• 176 Citations
  • 7 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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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2004 2019

1 Citation (Scopus)
113 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
17 Downloads (Pure)
Open Access
Critical incidents
1 Citation (Scopus)
62 Downloads (Pure)

Facts or gut feelings: Analysis of external pricing antecedents for SMEs in Germany

Achterberg, L. H., Omar, M., Ambituuni, A. & Roll, O., 2018, In : Journal of Small Business and Enterprise Development. 25, 6, p. 886-901

Research output: Contribution to journalArticle

Open Access
Small and medium-sized enterprises
Information acquisition

Activities 1995 2018

International Marketing Review (Journal)

Maktoba Omar (Associate Editor)

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

External Examiner at University of Greenwich

Maktoba Omar (Examiner)
1 Jul 201731 Jul 2020

Activity: Examination

Qualitative Market Research (Journal)

Maktoba Omar (Associate Editor)
2016 → …

Activity: Publication peer-review and editorial workEditorial activity

External Assessor at the Carnegie Trust

Maktoba Omar (Examiner)
1 Jul 20141 Jul 2016

Activity: Examination

Journal of Marketing for Higher Education (Journal)

Maktoba Omar (Associate Editor)
Jan 2014Dec 2014

Activity: Publication peer-review and editorial workEditorial activity