• United Kingdom

Accepting PhD Students

PhD projects

I am particularly interested in supervising PhD and DBA research that looks into the formation and transformation of of markets, marketplace conflicts and resolutions, marketing strategy, branding, marketplace diversity, the intersections of markets and religions/spirituality.


Research output per year

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Personal profile

Personal Statement

Dr Jafari is Director of Postgraduate Research Programme in the Department of Marketing. He joined the University of Strathclyde in September 2008 after completing his PhD. Before joining academia, he held international marketing positions in the Iranian automotive industries for several years. 

Dr Jafari is a Research Fellow at Vlerick Business School in Belgium and the Chief Visiting Examiner at SOAS University of London for postgraduate degrees awarded by the departments of Finance and Management, Economics, Development Studies, Law, Politics and International Studies, and Academic Summer School. He is also External Examiner for MSc Management Programmes at Queen's University Belfast. 

He sits on the editorial review board of Consumption, Markets & Culture and senior editorial advisory board of Journal of Islamic Marketing. He also sits on the editorial board of Marketing Theory, Iranian Journal of Management StudiesTourism Planning and Development, International Journal of Islamic Marketing and Branding and several other academic journals.

Dr Jafari has served Marketing Theory as guest co-editor of two special issues: "Non-western contexts: The invisible half " (2012) and "Islamic Encounters in Consumption and Marketing" (2013) and a special commentary section on "Ethnicity and Wellbeing in Marketing and Consumer Research" (2015). As invited (keynote) speaker he has delivered talks in different academic and industry events in the UAE, UK, Malaysia, Romania, Cyprus, Turkey, and Iran. He has co-edited 'Islam, Marketing and Consumption: Critical Perspectives on the Intersections' (Routledge, 2016) and the four-volume set of 'New Directions in Consumer Research' (Sage, 2015).

He has received Consumer Culture Theory Conference's 2016 Best Special Session AwardEmerald's 2015 Citations of Excellence Award for his single-authored journal article "Islamic Marketing: insights from a critical perspective" and Consumption, Markets & Culture's 2014 Honourable Mention Award for his co-authored journal article "Globalization, Reflexivity and the Project of the Self: A Virtual Intercultural Learning Process". Dr Jafari also received a prestigious Visiting Associate Professor Research Fellowship from The Scientific & Technological Research Council Of Turkey (TUBITAK) in 2016.

He is Chair of the Doctoral Colloquium of R&D Management Conference 2021. He is also Co-Chair of the International Marketing Track for the Academy of Marketing Science Conference 2021.   

Expertise & Capabilities

  • Executive Education
  • Marketing strategy
  • Branding
  • Market formation and transformation
  • Consumption cultures
  • Intersections of markets and religions/spiritualities
  • Interpretive research methods

Research Interests


Dr. Jafari studies markets primarily as socioculturally embedded contexts in which multiple formal and informal institutions and their actors interact, values and systems of meanings are (re)created, and diverse practices, processes, and offerings (i.e., products and services) are (re)shaped. From this perspective, his research interests include a variety of topics all of which rotate around the concept of market dynamism. These topics include branding practices and strategies, organisational change in response to internal and external triggers, conflicts and resolutions in multicultural marketplaces, marketplace resistance and opposition, politics and policies of consumption; consumer networks and movements, postcolonial approaches to the study of market phenomena (e.g., production, distribution, promotion, consumption, and disposal of products and services), and the intersections of the market, religions and spiritualities. In his research, he employs various qualitative approaches such as ethnography, grounded theory, phenomenology, historical analysis, case study, and action research, using depth interviews, focus groups, observations, archival data, and visual analysis. He has served different international conferences (e.g., Transformative Consumer Research, Macromarketing, and International Society for Markets and Development) as Track Chair and as, an invited speaker, has delivered talks to various high profile industry and policy audiences across Europe and Asia.

Teaching Interests

During the past 8 years, Dr Jafari has been consecutively nominated by his students for the University of Strathclyde Teaching Excellence Award in all categories of Overall Best Teacher, Passion for Subject, Most Innovative Teacher, and Most Supportive Teacher. He teaches at postgraduate levels (Masters and Executive MBA) and his key areas of teaching include Strategic Marketing Management, Marketing Management, and Cross-cultural Buyer Behaviour. He employs a wide range of learning material such as academic literature, industry reports, secondary data from media, policy, and marketing agencies, short case studies, documentaries, and video clips to engage students in hilghly interactive discussions. Translation of theory into practice and development of theory from practice are central to his teaching approach.   

Education/Academic qualification

Doctor of Philosophy, University of Wolverhampton

Master of Science, University of Leeds

Master of Letters, The University of Tehran

Bachelor of Literature or Bachelor of Letters, Shahid Beheshti University


  • Marketing Strategy
  • Branding
  • Market formation
  • Market transformation
  • Market dynamics
  • Intersections of markets and religions
  • Consumer culture
  • Interpretive research methods
  • Institutional theory

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Research Output

The role of mundane and subtle institutional work in market dynamics: a case of fashion clothing market

Ghaffari, M., Jafari, A. & Sandikci, O., 1 Dec 2019, In : Journal of Business Research. 105, p. 434-442 9 p.

Research output: Contribution to journalArticle

  • 2 Citations (Scopus)

    International market entry mode: a systematic literature review

    Schellenberg, M., Harker, M. & Jafari, A., 31 Oct 2018, In : Journal of Strategic Marketing. 26, 7, p. 601-627 27 p.

    Research output: Contribution to journalArticle

    Open Access
  • 9 Citations (Scopus)
    28 Downloads (Pure)


    International opportunity enactment by small and medium sized enterprises in the UK

    Author: Mamun, K. M. N., 18 May 2015

    Supervisor: Jafari, A. (Supervisor) & Shaw, E. (Supervisor)

    Student thesis: Doctoral Thesis


    Emerald Citations of Excellence Award for Journal Article

    Aliakbar Jafari (Recipient), 6 Jul 2015

    Prize: Prize (including medals and awards)

  • Activities

    Academy of Marketing Science Annual Conference 2021

    Aliakbar Jafari (Chair)
    14 Jul 2021

    Activity: Participating in or organising an event typesOrganiser of major conference

    R&D Management Conference 2020 (Event)

    Beverly Wagner (Chair), Juliette Wilson (Chair), Aliakbar Jafari (Advisor), John Liggat (Advisor), Jillian MacBryde (Advisor)
    27 Jun 20201 Jul 2020

    Activity: Membership typesMembership of committee