Mujahid Mohiuddin Babu


    Accepting PhD Students

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    Research activity per year

    Personal profile


    Mujahid has joined Coventry University in 2016 after completing his PhD from Alliance Manchester Business School (AMBS), The University of Manchester, being awarded the prestigious Commonwealth Scholarship.

    His research interest broadly lies in the areas of Adoption/Implication of Technology,  Strategic Marketing, Dynamic capability and Sustainable development. His research works have been accepted and presented in various leading conferences and journals (ABS 4 and ABS 3*) of business, management and marketing.

    He has gained extensive academic experience, as he delivered several academic responsibilities in the area of marketing, management and quantitative research methods in IBA, University of Dhaka, The University of Manchester and University of Chester. Moreover, he has delivered various consultancy projects with Swisscontact, The British Council, KATALYST (DFID-funded Swisscontact-project), G4S, International Financial Corporation (IFC) and with a leading Price Comparison Website of the UK. He held memberships of Chartered Institute of Marketing (CIM) and American Marketing Association.

    Presently he is supervising Doctoral Candidates (PhD and DBA) in various areas such as technology adoption, service innovation, employee engagement, big data and policy reformulation.

    Research Interests

    Mujahid's research interests cover a wide area which includes, but were not limited to, the following points.

    • Implications of technological advancement for addressing social and environmental issues
    • Digital vulnerability and Wellbeing of the vulnerable community (e.g., ethnic community, refugees)
    • Impact of Industry 5.0 (AI, IoT, Big Data, Analytics) on
      • Marketing innovation
      • Service design and delivery
      • Consumption behavior
    • Implications of Technological Transformation in organization's decision making 
    • Dynamic capability and organization's strategic orientation
    • Value co-creation, Value co-destruction and Value Appropriation
    • Social Enterprises/Business and sustainable development

    As mentioned his research works have been accepted and presented in various leading conferences and journals of information system, business, management and marketing such as, British Journal of Management (ABS 4*), Psycholoy & Marketing (ABS 3*), Industrial Marketing Management (ABS 3*), Journal of Business Research (ABS 3*), Production Planning and Control (ABS 3*), Annals of Operations Research (ABS 3*), Technological Forecasting and Social Change (ABS 3*), Information System Frontiers (ABS 3*), Journal of Marketing Management, Journal of Strategic Marketing, American Marketing Association (AMA) conference, Academy of Marketing Science (AMS) conference, European Marketing Academy (EMAC) conference and Academy of Marketing (AM) conference. Several of his works are presently under review (R&R) in leading journals.

    Through his research works he has gained expertise and experience in Mixed method as his works applied both qualitative and quantitative research.

    Expertise related to UN Sustainable Development Goals

    In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

    • SDG 9 - Industry, Innovation, and Infrastructure
    • SDG 12 - Responsible Consumption and Production
    • SDG 16 - Peace, Justice and Strong Institutions

    Education/Academic qualification

    MBA, Marketing, Institute of Business Administration, University of Dhaka

    Doctorate, University of Manchester


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