Faculty at School of Management and Entrepreneurship

Farhan Mustafa

Farhan Mustafa

PhD (Marketing), DoMS, IIT Roorkee


Contact Information

Dr. Farhan Mustafa is an Assistant Professor of Marketing at School of Management & Entrepreneurship. He has completed his Ph.D in Marketing from Department of Management Studies, IIT Roorkee, India. He qualified NET/JRF and his Ph.D thesis conceptualized and structurally expressed the market pervasiveness of belief- and ethics-based organizations and their business practices.

His research interests include Ethical Consumption, Ethical Marketing, ESG and Sustainability in business. He teaches courses on Principles of Marketing, Principles of Sustainability, Product and Brand Management, Sales and Distribution Management, and Integrated Marketing Communication.

He is well versed in Harvard Business School Case study methodology and its teaching.

  • PhD (Marketing), DoMS, IIT Roorkee, 2022
  • MBA, JMI Central University, 2017
  • BA Hons. (Economics), AMU Aligarh, 2015

  • Assistant Professor (Marketing), Woxsen University 2022-23
  • Assistant Professor (Marketing), Al-Fayha College of Business, Saudi Arabia, 2023-24

Ethical consumption, Sustainable Consumption, Belief & Ethics based Marketing, Technology Adoption, Marketing Ethics

  • UGC NET/JRF, 2017
  • MHRD Fellowship. (2018-2022

Toast Master, Delhi Chapter

  • Mustafa, F. and Sharma, V. (2022), "Factors enabling pervasiveness of belief and ethics-based marketing practice: an interpretive structural modeling approach", Journal of Islamic Marketing, (ABDC- B, Scopus Indexed, Impact factor-3.91). https://doi.org/10.1108/JIMA-11-2021-0362
  • Mustafa, F. and Shamsi, M. (2023), “Circular Textile Products (CTP) for Sustainable Consumption: Exploring the antecedents of Intention to adopt CTP”, Journal of Marketing Research, (Under Revision

 

Journal of Marketing Research, Journal of Islamic Marketing

  • Mustafa, F. and Kundu, N. (2023), “Artificial Intelligence in Retail Marketing”. In Hemachandran K, Raul V. Rodriguez (Ed.), Artificial Intelligence for Business: An Implementation Guide Containing Practical and Industry-Specific Case Studies (pp. 86- 107). Routledge Taylor & Francis Group, LLC. (ISBN-9781003358411)
  • Mustafa, F. and Shamsi, M. (2024), “Ethical and Sustainability Considerations for Fintech”. In The Adoption of Fintech. Routledge Taylor & Francis Group, LLC. (ISBN-9781032644165). https://doi.org/10.4324/9781032644165 

  • HDCA Global Dialogue 2021 organized by Human Development and Capability Association (HDCA). (Sep 2022)
  • Online workshop on “Qualitative Research and Theory Development” at Cranfield University, United Kingdom. (Jan 2021)
  • Speaker- Prof. Matts Alvesson, Lund University, Sweden.
  • Market opportunity development by following belief and ethics led practices: An analysis of Indian and global organizations at Istanbul University, Turkey. (April 2019)
  • Pervasiveness based on the perspective of Marketing as per Islamic ethics, belief and understanding at 6th Doctoral Colloquium IIT Kharagpur. (Feb 2020)
  • Online Tutorial Platforms in India: Are they shifting from complementary to leading role? At IIM Lucknow. (July 2019)
  • Glimpses of market growth in Ethical marketing practices at 1st PAN IIT International Conference DoMS, IIT Roorkee. (Nov 2018)

Board Member at Hope Educational and Welfare Trust

Peer Review Service

Reviewer of several journals including International Journal of Emerging Markets, Journal of Islamic Marketing, Journal of Social Marketing and others.

Associate Editor of International Journal of Technology, Management and Knowledge Processing

  • Systematic Literature review worshop at Woxsen University
  • Case Study writing at Woxsen University
  • Research Methodology at AL Fayha College of Business.