Dr Nermeen Mustafa
Dr Nermeen Mustafa
- Job title
- Associate professor - Edinburgh Business School
- n.mustafa@hw.ac.uk
- Role
- Associate professor - Edinburgh Business School
- Section
- School of Social Sciences
- n.mustafa@hw.ac.uk
About
Dr. Nermeen Mustafa is an associate professor and Program Director at Edinburgh Business School, she joined Heriot Watt in 2023. She obtained her PhD qualification from Cass Business School London followed by an honorary research fellow position with City University London. Nermeen holds a degree from the University of Greenwich and a postgraduate degree from Boston university. She is a fellow of the Chartered Institute of Marketing and has worked with industry prior to the start of her academic career.
Biography
Prior to entering the world of academia, Dr Nermeen worked at a UK based consulting firm in the city and has been involved in various projects related to organisational strategy design and execution.
During her career as a consultant, Dr Mustafa was frequently invited by various London based universities as a visiting lecturer on the topic of strategy and that is when she found the passion of delivering knowledge within the context of academia and interacting with postgraduate students who come from various professional backgrounds. She then decided to pursue a full time career in education. Dr Nermeen has a holistic and interactive style of teaching, with a focus on practical understanding, innovative assessment tools and industry engagement. She specialises in luxury markets and creative industries, yet she ensures the adoption of a wide variety of industry contexts in the classroom.
Dr Nermeen has a long-standing experience both in higher education and in industry and is officially certified by the Higher Education Academy in the UK. She is a fellow of the Chartered Institute of Marketing which is the highest rank awarded to senior management professionals with the requirement of a high level of industry experience. This combination would enable Dr Nermeen to deliver knowledge in a way which connects industry and academic knowledge while keeping an interactive and enjoyable element in learning.
Research
The topic of research is business strategy in with a particular focus on Luxury markets.
Publications
Abu-Salim, T., Mustafa, N., Onyia, O.P. and Watson, A.W., (2019) Gender in service quality expectations in hospitals: The role of cognitive and affective components International Journal of Quality and Service Sciences
Mustafa N, and Abu Salem, T ; Watson A., (2018) The Impact of Waiting Time on Hospital Service Perception and Satisfaction: The moderating role of Gender International Journal of Business and Management Science
Lampel J. and Mustafa N. (2009), Exploring the Emotional Nexus of Organisations and Products: The Case of the Perfume Industry Copenhagen Business School Press
Mustafa N., (2018) Strategies for creative industries: Bottling Inspirations and Fragrance Houses Behind the Scenes, The Mystique of Luxury Brands Conference- Singapore
Mustafa N. and Lampel, J. (2013) Crafting strategy: The role of Narratives in the crafting of luxury European Group for Organizational Studies, Helsinki, Finland.
Mustafa N., (2012) Business Strategy and Identity repair and financial crisis in the UK banking industry European Group for Organizational Studies- Barcelona, Spain.
Mustafa N. and Lampel, J. , (2009) Strategy in Crisis: Performance Crisis and Organizational Identity of Northern Rock: A narrative perspective
Lampel J. and Mustafa N., (2007) Experiential goods Strategy and the subjectification of boundaries European Group for Organizational Studies- Vienna, Austria.