Dr Maktoba Omar
Reader in Marketing
School of Marketing, Tourism and Languages
Contact details
Room; 4/07, Craiglockhart Campus
Tel: +44 (0) 131 455 4404
Email: m.omar@napier.ac.uk
Qualifications
PhD.
Areas of Expertise
International Business, Emerging Markets, Branding.
Brief Biography
In 1999 Dr Maktoba Omar completed a PhD at the University of Leeds entitled “Contextual Determinants of Standardisation and Entry Strategies in Internationalisation” which examined aspects of Marketing, International Marketing, Business Strategy, and Management Strategy. Currently she is a Reader in Marketing at Edinburgh Napier University. She is module leader for number of models at different levels in the UK and overseas.
Maktoba is a member of a range of professional organisations including the Academy of Marketing, the Academy of International Business and the Institute of Learning and teaching in Higher Education. Maktoba has published and acted as editor and referee for a number of academic journals and preformed as track chair, presenter and member of the Vetting Panel for number of national and international conferences. Maktoba also Director of Studies and supervisor for number of PhD and DBA students in UK, Europe and overseas. Currently the main research focus is study of the impact of branding, emerging markets and foreign direct investment in relation to the UK companies operating overseas.
Key Research Publications
Bathgate, I. Omar, M. Nwankwo, S. and I Yinan, Z. (2006) “Transition to a Market Orientation: Preliminary Evidence from China”, Marketing Intelligence & Planning, Vol. 24 No. 4, pp. 332-346
Burrows, M. and Omar, M. (2007) “Sustainable Energy Policies as a Source of Competitive Advantage in the UK Service Industry”, World Review of Science, Technology and Sustainable Development, Vol.3, No. (3/4), pp.231-250
Hamann, D. and Omar M. (2007) “The Incentive Behind the Adaptation Process of High-Technology Product: an Empirical Research”, World Review of Science, Technology and Sustainable Development, Vol.4, No. (2/3), pp. 126-149
Hamann, D.; Robert L. Williams, Jr. and Omar, M. (2007) “Branding Strategy and Consumer High-Technology Product” The Journal of Product & Brand Management, Winter/Spring, Vol. 16, No. 2, pp. 98 – 111 (Emerald LiteratiNetwork outstanding paper Award 2008)
Lewrick, M. and Omar, M “Education and Training in Innovation “Management Capability for Sustainable Growth Empirical Study” Handbook of Research on Innovation Systems for Business: Technologies and Applications, forthcoming
Lewrick, M; Omar, M; Raeside, R and Sailer, K “Education for Entrepreneurship and Innovation: Management Capabilities for Sustainable Growth and Success”, World Review of Entrepreneurship, Management and Sustainable Development, forthcoming
Omar, M and Vindelyn Hillman-Smith (2005) “Standardisation or Modification? UK Firms” Marketing Strategy in Africa”, Journal of African Policy Studies, Vol. 10 No 2&3, pp. 41-52
Omar, M and Williams, Jr., R (2009) “Marketing to the Bottom of the Pyramid; Opportunities in Emerging Markets”, International Journal of Services, Economics and Management, Vol. 1, No. 4, pp. 427-446
Omar, M, “E-Consumer and the Drive behind Customer Satisfaction: The Chinese Online”, International Journal of Economics and Business Research (IJEBR), Special Issue Doing Business in Developing/Emerging Economies, forthcoming
Omar, M. (2005) “To Know You or Not to Know You, That is the Main Issues, Managing and Maintaining Corporate Reputation”, International Journal of Applied Marketing, Vol. 3 No. 20, pp. 159-177
Omar, M. and Porter, M. ( 2007) “Organizational Power and Culture Shift: Ducati Motorcycles Case Study”, Global Business and Organizational Excellence. Vol. 27, No.1, pp. 20-27
Omar, M. and Boyed, D. (2004) “A Multivariate Test of the Determination of Market Entry by Economic and Social Characteristics”, International Journal of Applied Management, September, Vol. 5, No. (2), pp. 102-126
Omar, M. and Handley-Schachler, M. (2006) “The Effects of Culture and Politics on Foreign Direct Investment and Sustainable Development in China: Some Research Hypotheses”, World Review of Entrepreneurship, Management and Sustainable Development, Vol. 2 No. 1/2, pp. 89-100
Omar, M. and Robert L. Williams, Jr (2006) “Managing and Maintaining Corporate Reputation and Brand Identity, HAIER Co-operation group Logo”, Journal of Brand Management, Vol. 13 No. 4/5, pp. 268-275.
Omar, M. Nwankwo, S and Darlington, R. “Do not Do What the Romans Do, Determinants of International Entrepreneurship of UK Companies”, World Suitable Development Outlook (2006), Vol. 1, No. 1, pp. 371-380
Omar, M. Nwankwo, S. and Bathgate, I. “Internet Marketing and Customer Satisfaction in Emerging Markets: The Case of Chinese online Shoppers” the Competitiveness Review Journal, especial issue "Competitiveness of Emerging Nations in a Globalized World", forthcoming
Omar, M. Nwankwo, S. and Darlington, R. (2008) “Determinants of International Entrepreneurship of UK Companies”, World Review of Entrepreneurship, Management & Sustainable Development, Vol. 4, No. 1, pp. 1-18
Omar, M., and Handley-Schachler, M. (2004) “The Dragon Evolves: Is the Social Market Economy a Chimaera?” The International Journal of Applied Marketing, Vol. 3 No. 2, pp. 82-92
Omar, M., and Handley-Schachler, M. (2005) “The Charismatic Side of Foreign Direct Investment in the Economical and Social Giant China”, Amity Global Business Review, Vol.1 No. 1, pp. 54-59
Omar, M., Boyd, D. and Nwankwo, S (2004) “Methodological Issues in the Determination of Standardisation and Involvement Strategies in International Marketing”, International Journal of Applied Marketing, Vol.3 No. (1), pp.93-113.
Omar, M., Nwankwo, S. and Boyed, D. (2004) “Methodological Issues in the Determination of Standardisation and Involvement Strategies in International Marketing”, the International Journal of Applied Marketing, Vol. 3, No. 1, pp. 78-113
Omar, M; Williams, Jr. R.; Lingelbach, D. “Global Brand Market-Entry Strategy To Manage Corporate Reputation”, Journal of Product and Brand Management, forthcoming.
Vindelyn Hillman-Smith and M. Omar (2005) “FDI, International Business and Regulation: The Behaviour of UK Multinational Corporations”, European Business Review, Vol. 17 No. 1, pp. 69-82
Wang D., Sun, L., Adams, J. and Omar, M. (2006) “Market Structure and Enterprise Competitiveness: Strategic Choices Facing China’s Organic Food Industry”, World Review of Entrepreneurship, Management and Sustainable Development, Vol. 2 No. 1/2, pp. 161-172
Yin Zuowei, Omar, M. and Adams, J (2008) “Study on Characteristics of Jewellery Consumption in United Kingdom and China”, Journal of Gems and Gemmology, Vol.10, No. (1), pp. 54-58