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Full Time Faculty Senior Lecturer MBA, Cal Poly Pomona, USA Office: NAC 712 Phone: +880-2-55668200; Ext: 6091 Email: shahneela.naheed@northsouth.edu
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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 - Ms. Naheed primarily focuses on Strategic Marketing, Promotional Management and Introduction to Marketing. As an avid researcher, she 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 in 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 and is an active member of several committees of her 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 national newspapers. Her published articles are titled “Higher Education: Time to Wake Up”, “Food adulterations: Time to fight back” and “Irrationality: Understanding the Limitation of Human Decision Making and Its Impacts” and so on. 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.
Journals:
Khalil, Z.T., Naheed, S., and Chowdhury, T.A. (Accepted, 2024). 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.
Business 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.
Conferences:
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.
North South University Annual Research Grants, 2023-24, Grant Award Number: CTRG-23-SBE-18.
North South University Annual Research Grants, 2020-21, Grant Award Number: CTRG-20-SBE-04.
North South University Annual Research Grants, 2017-18, Grant Award Number: CTRG-18-SBE-47.
Cum Laude, Calfornia Polytechnic University, Pomona, USA, 2011.
Board Scholarship from Comilla Board, Bangladesh for outstanding SSC result in 1999-2000.
Master of Business Administration (General)
Cal Poly Pomona, USA.
2011
Bachelor of Business Administration
Major: Marketing and International Business,
North South University, Dhaka, Bangladesh.
2006
Senior Lecturer, Department of Marketing & International Business, North South University, Dhaka
Executive Member, Registration Committee: RCMIB 2021: Regional Conference on Marketing and International Business, Understanding the Global Markeplace
Core Member, AACSB Accreditation Team, 2023-2024
Member, ACBSP Accreditation Team: Standard 3, 2013-2014.
Member, Student Engagement & Support Committee, MIB
Facilitator and MC, Seminar on Digital Marketing- “The Chronicles of Magnito”
Lecturer, School of Business Studies, Southeast University, Dhaka (Oct 2011 – Jan 2014)
Facilitator and MC, BBA and MBA Orientation programs
Coordinator and Facilitator, Study tour in India, Jan 2012
Customer Service Respresentative, Oct 2006 - Jan 2007
Warid telecom International Limited
Sales Exceutive, Aug 2006 - Sep 2006
Ranks Telecom Limited
Intern, Feb 2006 - Apr 2006
Standard Chartered Bank, Dhaka
Internship (BUS 498)
Strategic Marketing (MKT 460)
Promotional Management (MKT 337)
Organizational Behavior (MGT 321)
Introduction to Marketing (MKT 202)
Introduction to Business (BUS 101)
BAM Membership 2024-25
EMAC Membership 2023-24
EMAC Membership 2018-19
Sustainable Consumption
Brand Innovation
Consumer Behavior