Ms. Shahneela Naheed [Sne] | North South University

Full time Faculty

MBA, California State Polytechnic University, Pomona, USA

Senior Lecturer, Department of Marketing & International Business

Phone: 55668200, Ext: 6091

Office: NAC 712

About

Ms. Shahneela Naheed is a Senior Lecturer at the Department of Marketing and International Business of North South University, Dhaka. With a teaching experience at the undergraduate level for more than 12 years - she primarily focuses on Strategic Marketing, Promotional Management, Introduction to Marketing, Organizational Behaviour and Organizational Management.

As an avid researcher, Ms. Naheed has received North South University Annual Research Grants several times. Her research areas include Consumer behavior, Brand Management and Sustainable Consumption. Her published research work is available in international journals namely Journal of Global Marketing, Journal of Marketing Communications, Journal of Political Marketing, SAGE Publications, Journal of Public Affairs. Ms. Naheed has also attended reputed academic conferences and presented papers at the AMS Annual Marketing Congress 2026 in Vilnius, Lithuania, BAM Conference 2024 in Nottingham, UK, EMAC Annual Conference 2023 in Odense, Denmark, and EMAC Annual Conference 2018 in Glasgow, UK.

Besides teaching- she is also playing the roles of Course Coordinators of several Marketing courses such as MKT 202, MKT 460 and MKT 337. She is also an active member of various committees of the department. Ms. Naheed has also been a core member of the NSU-ACBSP Accreditation Team for the Academic Year 2013-14 and a core member of the NSU-AACSB Accreditation Team for the Academic year 2023-24.

Alongside teaching and conducting research- she also takes interest in writing on contemporary issues in the national newspapers. Prior to joining this profession- she has worked in the telecommunications industry of the country. Apart from being an educator and a researcher- Ms. Naheed advocates for early childhood education on social media.

Selected Publications

WORKING PAPERS

Naheed, S., Hassan., M. "Direct and indirect effects of green claims on brand innovativeness".

Earlier version of this paper has been presented at the British Academy of Management (BAM) Conference 2024.

Naheed, S., & Zaman, M.H. "The infleunce of reservation platforms towards hotel bookibng behaviour: Perspective from rational action theory".

Earlier version of this paper has been presented at the Academy of Marketing Sceinece (AMS) World Marketing Congress 2026.

SELECTED PUBLICATIONS

Khalil, Z.T., Naheed, S., & Chowdhury, T.A. (2026). Preferred Quality Attributes of Child Daycare-Center and their Influences on Word-of-Mouth Promotion by Parents: Testing the Moderating Effects of Gender. Australian Journal of Business and Management Research.

Chowdhury, T.A., Naheed, S., & Idrish, S. (2024). Exploring human-centric attributes of smartphone set and their influence on brand advocacy by the customers: Testing the moderating role of gender identity. Journal of Global Marketing, 37(1), 24-41. DOI: 10.1080/08911762.2023.2253525 Publisher: Taylor & Francis. (Scopus Q1, Cite Score: 5.5, ABDC-B, ABS-1)

Chowdhury, T.A., & Naheed, S. (2022). Multidimensional political marketing mix model for developing countries: An empirical investigation. Journal of Political Marketing, 21(1), 56-84. DOI: 10.1080/15377857.2019.1577323 Publisher: Taylor & Francis. (Scopus: Q1, IF: 1.2, Cite Score: 2.5, ABDC-B)

Chowdhury, T.A., & Naheed, S. (2020). Word of mouth communication in political marketing: Understanding and managing referrals. Journal of Marketing Communications, 26(3), 290-313. DOI: 10.1080/13527266.2018.1523217 Publisher: Taylor & Francis. (Scopus: Q1, Cite Score: 6.7, ABDC-B, ABS-1)

Chowdhury, T.A., Naheed, S., & Zinnia, F.H. (2020). Profiling voters’ requirements for elective political campaign: A case in Bangladesh. Journal of Public Affairs, 22(1), e2293. https://doi.org/10.1002/pa.2293 Publisher: Wiley. (Scopus: Q1, IF: 2.6, Cite Score: 4.1, ABDC-B, ABS-1)

Chowdhury, T.A., & Naheed, S. (2019). Factors affecting political marketing in rural and urban Bangladesh: A multi-dimensional approach. International Journal of Business and Economics, 18(1), 97-119.

Chowdhury, T. A., & Naheed, S. (2017). A theoretical model of political marketing mix in developing countries: Case of Bangladesh. North South Business Review, 8(1), 52-72.

BOOK

Chowdhury, T.A., Naheed, S., Khalil, Z.T. et al. (2022). Cases on Marketing Theories: Perspectives from Bangladesh. Dhaka: Albatross. ISBN: 978-984-96319-1-0.

MARKETING CASES

Naheed, S., & Muntazeri, M. (2022). Azad Products Ltd.: Business Downturn Due to Changes in the Way of Social Expression. In Cases on Marketing Theories: Perspectives from Bangladesh (pp. 18-26). Dhaka: Albatross.

Chowdhury, T.A., Naheed, S., & Al-Amin, M.N. (2022). FM Radio Stations of Bangladesh: Turning into a 'Radio Silence' Industry. In Cases of Marketing Theories: Perspectives from Bangladesh (pp. 35-41). Dhaka: Albatross.

Naheed, S., & Farzana, T. (2022). Shumi's Hot Cake: Challenges in Dealing with the Rapidly Changing Market. In Cases on Marketing Theories: Perspectives from Bangladesh (pp. 8-17). Dhaka: Albatross.

Chowdhury. T.A., Naheed. S., & Wahed, I.T. (2022). Foodpanda Operations outside Dhaka: Dealing with the First-mover Disadvantages. In Cases of Marketing Theories: Perspectives from Bangladesh (pp. 42-51). Dhaka: Albatross.

Zaman, M. H., Naheed, S., & Zaman, S. R., (2022). Animal welfare in Bangladesh and the role of Obhoyaronno. In SAGE Business Cases. SAGE Publications, Ltd. DOI: https://dx.doi.org/10.4135/9781529777505

NEWSPAPER ARTICLES

Naheed, S. (2018). Child Day Care Center: An Emerging Need in Urban Bangladesh. Financial Express.Available on: https://today.thefinancialexpress.com.bd/26th-anniversary-issue-2/an-emerging-need-in-urban-bangladesh-1542976437

Naheed, S. (2015). Food Adulterations: Time to Fight Back. Financial Express. Available on: https://today.thefinancialexpress.com.bd/print/food-adulteration-time-to-fight-back

Award, Honors & Research Grants

AWARD

The 3rd Best Case Award in recognition of outstanding contribution, dedication, and excellence in case writing

Case Title: "iFarmer: Leveraging Technology to Strengthen Agricultural Communities for Sustainable Deevelopment"

Recognised by: BRAC Business School, BRAC University at the 2nd ICCBM 2025 (International Case Conference on Business and Management)

HONORS

Cum Laude, Master of Business Administration (General) in June 2011

Issued by: California State Polytechnic University, Pomona

Secondary School Certificate Board Scholarship for outstanding result in Secondary School Certificate exam (SSC)

Issued by: Comilla Board of Education, June 1999

RESEARCH GRANTS

North South University Annual Research Grants, 2025-26, CTRG-25-SBE-42.

North South University Annual Research Grants, 2024-25, CTRG-24-SBE-50.

North South University Annual Research Grants, 2023-24, CTRG-23-SBE-18.

North South University Annual Research Grants, 2020-21, CTRG-20-SBE-04.

North South University Annual Research Grants, 2017-18, CTRG-18-SBE-47.

Conferences

Naheed S., and Zaman, M.H. (2026). Understanding Online Reviews and E-shopping Behavior: Exploring the Mediating Role of Brand Trust and Moderating Role of Green Claim, a developmental paper presented at the AMS World Marketing Congress 2026, 7th-10th July, Vilnius, Lithuania.

Naheed, S., Muntazeri, M., Zinnia, F.H. and Farzana, T. (2025). iFarmer: Leveraging technology to strengthen agricultural communities for sustainable development, a teaching case study presented at the International Case Conference on Business and Management 2025, 18th Dec, Dhaka, Bangladesh.

Naheed, S., and Hassan, M. (2024). How Green Claims Influence Consumers' Perception of Brand Innovativeness, developmental paper presented at British Academy of Management 2024 Conference, 2nd-6th Sep, Nottingham, UK.

Chowdhury, T.A., Idrish, S., and Naheed, S. (2023). Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Advocacy of the Brands by the Customers: Testing the Moderating Role of Gender, paper presented at EMAC Annual Conference 2023, 23rd-26th May, Odense, Denmark.

Chowdhury, T. A., & Naheed, S. (2018). Factors Affecting Political Marketing in Rural and Urban Bangladesh: A Multi-dimensional Approach, paper presented at EMAC 2018: The 47th European Marketing Academy Annual Conference, 29th May-1st June, Glasgow, UK.

Educational Qualifications

Master of Business Administration (General)

California State Polytechnic University, Pomona, USA.

2011 (Cum Laude)

Bachelor of Business Administration

Major: Marketing and International Business,

North South University, Dhaka, Bangladesh.

2006

Academic & Administrative Experiences

ACADEMIC EXPERIENCES

Senior Lecturer, Department of Marketing & International Business, North South University, Dhaka (May 2019 - Present)

Lecturer, Department of Marketing & International Business, North South University, Dhaka (Jan 2014 - April 2019)

Course Coordinators: MKT 202, MKT 337 and MKT 460

Lecturer (Adjunct Faculty), Department of Marketing & International Business, North South University, Dhaka (Oct 2013 - Dec 2013)

Lecturer, School of Business Studies, Southeast University, Dhaka (Oct 2011 – Jan 2014)

ADMINISTRATIVE EXPERIENCES

Executive Member, Registration Committee: RCMIB 2021: Regional Conference on Marketing and International Business, Understanding the Global Markeplace (Aug 2021)

Core Member, AACSB Accreditation Team, 2023-2024

Member, ACBSP Accreditation Team: Standard 3, 2013-2014.

Member, Student Engagement & Support Committee, MIB

Member, Research Committee, MIB

Facilitator and MC, Seminar on Digital Marketing- “The Chronicles of Magnito”

Facilitator and MC, BBA and MBA Orientation programs, Southeast University

Coordinator and Facilitator, Study tour in India, Jan 2012

Teaching Interest

NORTH SOUTH UNIVERSITY

Internship (BUS 498)

Strategic Marketing (MKT 460)

Promotional Management (MKT 337)

Organizational Behavior (MGT 321)

Introduction to Marketing (MKT 202)

Organizational Management (MGT 212)

Introduction to Business (BUS 101)

SOUTHEAST UNIVERSITY

Internship

Introduction to Business

Principles of Marketing

Business Ethics

Business Law

Professional Membership

Fellow, AMS 2026-2027 (Academy of Marketing Sceince)

Member, BAM 2024-2025 (British Academy of Management)

Member, EMAC 2023-2024 (Eurpoean Marketing Academy)

Member, EMAC 2018-2019 (Eurpoean Marketing Academy)

Research Interests

My research interests focus on sustainable consumption, brand innovativeness, consumer behavior, and brand credibility, with an emphasis on understanding how consumers respond to innovative and sustainable brand practices. I explore how brands can develop innovative strategies that encourage responsible consumption while strengthening consumer trust and perceived credibility. My research also examines the psychological and behavioral factors that shape consumers’ evaluations, attitudes, and purchase decisions toward sustainable and innovative brands.