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Full Time Faculty PhD, University of Strathclyde, Glasgow, UK Phone: +880-2-55668200 Ext: 6102
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About
I am a marketing academic whose work sits at the productive intersection of artificial intelligence, consumer research, and institutional development of Bangladesh. My scholarship is driven by a conviction that marketing, as a discipline, must continuously interrogate its own foundations while remaining deeply responsive to the changing realities of the communities it studies.
My research is both theoretically ambitious and practically consequential. I explore and create new knowledge to inform policy, strategy, and change.
Research Expertise
AI-Empowered Marketing Research
My methodological work focuses on harnessing the power of artificial intelligence, particularly autonomous agents and custom GPT systems, to tackle marketing problems that have historically resisted conventional approaches. I design and deploy AI-driven research pipelines capable of processing complex, unstructured, and culturally specific data at scale. This goes beyond using AI as a convenience tool; I am interested in how intelligent agents can reframe the questions we ask, the data we privilege, and the insights we generate.
Vulnerable Consumer Research
A central thread running through my work is a commitment to consumers whose voices are least represented in mainstream marketing scholarship. I investigate how market systems interact with vulnerability — economic, social, and informational — and what ethical and strategic obligations follow for businesses, policymakers, and institutions operating in these spaces.
Contextual Understanding of Bangladeshi Markets and Consumers
Bangladesh presents a uniquely rich and undertheorized field for marketing inquiry. I study the cultural, economic, and sociological dynamics that shape consumer behavior in this context, resisting the tendency to apply frameworks developed in Western markets without critical adaptation. My work builds contextually grounded theory that reflects the texture of Bangladeshi market life — from rural consumption patterns to the rapid transformation wrought by digital commerce and urbanization.
Meta-Theoretical Discussions on Marketing as Knowledge
I am equally engaged with what might be called the philosophical interior of the discipline: what kind of knowledge does marketing produce, by what standards should it be evaluated, and how does it relate to neighboring fields in the social sciences? These meta-theoretical inquiries inform how I approach empirical work and how I train the next generation of marketing scholars.
Open to Collaboration
I welcome consultation, collaboration, and joint research initiatives — particularly projects that require synthesizing a broad and rigorous knowledge base to develop policies and strategies at scale. Whether you are a development organization, a public institution, a private enterprise, or a fellow researcher, I am interested in work that demands intellectual depth and yields practical impact.
Areas where I am especially keen to engage include consumer protection policy, market development strategy in emerging economies, AI-assisted research design, and socially responsible marketing practice in the Bangladeshi context.
For collaboration inquiries, research partnerships, or consultation, please reach out directly.
Paper:
Mohan Uddin, M., Mamun, K. M. N., & Chowdhury, A. H. (2025). Understanding pragmatic meanings of fintech among vulnerable consumers in Bangladesh for enhanced customer experience management. Journal of Financial Services Marketing, 30(4), 25.
Book Chapter:
Mamun, K. M. N., & Chowdhury, A. H. (2026). Transforming university-wide information systems for smart learning experiences. In S. S. Andaleeb (Ed.), Reimagining the university: Best practices for higher education in Bangladesh. UPL.
Published Proceedings:
Mamun, K. M. N., & Munni, N. Y. (2025). Short, mid, and long-term educational reform of primary and secondary education in Bangladesh: Leadership capacity building of principals. In International Conference on Economics, Business and Technology Management (ICEBTM 2025). Independent University, Bangladesh.
Mamun, K. M. N. (2023). Selling fourth industrial revolution solutions to garments factories. In 4th Industrial Revolution Skills Summit. North South University.
Conference Paper Presentation:
Mamun, K. M. N. (2021, December 17–18). The impact of Industry 4.0 on experience curve and location advantages of internationalising firms [Conference presentation]. 16th South Asian Management Forum, International University of Business Agriculture and Technology (IUBAT), Dhaka, Bangladesh.
Mamun, K., 2013. International Opportunity Enactment by the UK SMEs. 2nd International Research Conference, Department of Marketing, University of Strathclyde.
Mamun, K., 2012. The Role of Capabilities in International Opportunity Identification and Enactment Process of Small and Medium Enterprises. European International Business Academy (EIBA) Conference, University of Sussex.
Mamun, K., 2011. The New Dawn: Cross-border Opportunity Exploitation by Entrepreneurs from Developing Countries. 14th McGill International Entrepreneurship Conference, University of Southern Denmark.
Award: University of Strathclyde Postgraduate Research Scholarship, 2010-2013
Honour: Fellow, American Marketing Association (AMA) – Sheth Foundation Doctoral Consortium 2013, Stephen M Ross School of Business, University of Michigan, USA.
PhD in Marketing, Department of Marketing, University of Strathclyde, Glasgow. Dates: 29/09/2010 – 09/07/2015
Thesis: International Opportunity Enactment by the Small and Medium Sized Enterprises in the UK.
Research Method: Triangulation of quantitative Partial Least Squares Structural Equation Modelling (PLS-SEM) and qualitative case study
Masters in International Marketing (MSc IM) [Graduated with Distinction], Department of Marketing, University of Strathclyde, Glasgow , UK.
Dissertation: A Phenomenological Study of Entrepreneurial Opportunity Identification
Master of Business Administration (MBA), United International University, Dhaka
Bachelor of Fine Arts (BFA), University of Dhaka, Bangladesh
Assistant Professor, Department of Marketing and International Business, North South University, Bangladesh. 2018 - till date
Tutor, Department of Marketing, University of Strathclyde, Glasgow, United Kingdom. 2011 – 2013
Lecturer in Marketing, United International University, Dhaka, Bangladesh. 2007- 2010
Spring 2026
MBA Courses
MKT633: Global Marketing
MKT628: Digital Marketing
Dr. Khandker Md Nahin Mamun is the General Secretary of the Bangladesh Society of Private University Academics (BSPUA).
My research focuses on coordination dynamics in complex market and institutional systems, particularly how artificial intelligence, marketing systems, and organizational actors interact to shape economic and social outcomes. I develop frameworks within Consumer Coordination to understand how firms, governments, consumers, and digital platforms align incentives, information flows, and strategic actions in environments characterized by institutional gaps, technological disruption, and vulnerable stakeholders. My work integrates meta-analysis of marketing as a theory of influence and coordination, examining how ideas, narratives, and AI-driven decision systems guide market behavior and policy adoption. I am especially interested in the role of AI as a strategic coordination infrastructure, from competitive “AI championship” environments where organizations leverage intelligent systems to outperform rivals, to public-interest contexts where AI-enabled marketing and management can protect vulnerable consumers and strengthen institutional development in emerging economies. Through conceptual synthesis, empirical research, and strategic frameworks, my goal is to generate actionable knowledge for corporations, policymakers, and international organizations seeking to harness AI responsibly to improve market efficiency, institutional capacity, and inclusive economic growth.