Farrah Arif

Pakistan Pakistan

Assistant Professor (Marketing & Innovation), SDSB, LUMS, Pakistan

Education

EDUCATION: As a Commonwealth scholar, Dr Farrah Arif obtained a PhD from the University of Cambridge Judge Business School. She is also a certified Associate Fellow of the Higher Education Academy (AFHEA), UK. RESEARCH INTERESTS: Market strategy; New product development; Innovation; Marginalized consumers; Entrepreneurial marketing; Brand relationships and Social agents; Transformative consumer research. Published research articles and cases in international journals including Journal of Business Research, Journal of Research for Consumers and Asian Case Research Journal. AWARDS: The Brenda M. Derby Memorial Award at the AMA Marketing & Public Policy Conference (2012) to recognize th...