My journey at Strathclyde began in 2017, when I enrolled myself in the Department of Marketing to pursue an MSc degree. This journey continued with the commencement of a PhD in 2018, under the supervision of Prof. Emeritus Alan Wilson and Dr. Amin Nazifi, both of whom have significantly contributed to my professional development since then. Thereafter, in 2022, I joined the Department as a Lecturer, where I not only teach and explore the knowledge of how and why Marketing practises impact business performance and human development, but also enjoy interacting with a vibrant and cheerful faculty and a diverse and enthusiastic student body.

On a broader scale, I intend to offer analytically rigorous and policy-relevant research work that makes marketing management more relevant to the lived experiences of individuals belonging to vulnerable consumer segments, which eventually allows them to adopt and consume services and products that foster human development and economic prosperity.

In particular, my research work falls under the integration of Transformative Services Research (TSR) and Base of the pyramid (BoP) research stream. The TSR perspective guides my theoretical contributions in terms of how services impact the individuals as well as communities at large, and the BoP viewpoint, on the other hand, is an impact-driven movement that aims to benefit the vulnerable consumer segments through service research.

With the theoretical integration of TSR and the BoP research streams, my research works offers a novel cross-fertilization by investigating transformative services in the BoP contexts, where the results highlight the hidden opportunity of service sector in the impoverished communities and identify service based consumption as their strength, which eventually contribute to the understanding of reducing poverty at the BoP, and the ways of improving well-being through services.

As a Lecturer, my aim is to advance the intellectual development of my students in the area of services marketing, digital marketing, cross-cultural marketing, and consumer behaviour.  At Strathclyde, I have taught mainly at a postgraduate level (MSc), where I am currently the class co-ordinator for MSc Strategic Digital Marketing module (MK837), MSc Customer led E-marketing module (MK989), and the Digital Transformative Project (MK813).

• Transformative Service Research
• Consumer Well-being
• Sharing Economy
• Platform-based Services
• Service Experience
• Digital Service Interactions

Doctor of Philosophy
University of Strathclyde
Oct 2018 - Oct 2022

Master of Science in Innovation & Marketing Management 
University of Strathclyde
Sept 2017 - Sept 2018

Bachelors in Business Adminsitration
University of Lahore
Oct 2013 - Aug 2017