Experience

Associate Editor

Business Strategy and Development (Wiley)

Handling submissions on corporate sustainability, environmental management and the transition to low-carbon business models.

Editor

Discover Sustainability (Springer Nature)

Handling editor for submissions across sustainable development, environmental management and the Sustainable Development Goals — assigning reviewers, evaluating reports and taking editorial decisions.

Section Editor

Sustainability (MDPI)

Section on Development Goals towards Sustainability.

Professor of Strategy and Sustainability

Al Akhawayn University in Ifrane

Full-time professor at the School of Business Administration, Al Akhawayn University.
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Postdoctoral Researcher

Shenzhen University

Collaborated with the Research Institute of Business Analytics and Supply Chain Management, working across sustainability and sustainable supply chain management. These interactions enriched my understanding of diverse perspectives and their contributions to the broader research landscape.

Education

PhD Management Science and Engineering

Nanjing University of Aeronautics and Astronautics

Thesis on corporate sustainability, and integrated management systems.
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MS Management Science

International Islamic University Islamabad

BS Business Administration

University of Sargodha

Awards & Rankings
Global ranking
Top 0.05% of scholars worldwide
ScholarGPS
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 Global ranking · 2021–2025
Top 2% Global Scientist
Stanford University & Elsevier
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 National ranking
Top 10 Researchers from Morocco
Top 2% Scientists
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 National ranking · 2025
Ranked #2 in Morocco
Publication Ranking — ABDC Journal Quality List
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 National ranking · 2025
Ranked #3 in Morocco
Publication Ranking — CABS Academic Journal Guide
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 Institutional · 2026
First Place, Summer Undergraduate Research Program
Al Akhawayn University in Ifrane
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 Institutional · 2023–2024
Best Professor Award — Student Choice
School of Business Administration, Al Akhawayn University
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 Institutional · 2023
Best Researcher of the Year
School of Business Administration, Al Akhawayn University
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Capstone Supervision

Each semester I set a single research theme for the undergraduate capstone cohort at the School of Business Administration, and supervise the projects developed within it.

Fall 2025
AI-Driven Decision Intelligence and Digital Ecosystems: Redesigning Competitive Strategy
Strategic analyses of Autohall, Label Vie, Bank of Africa, ONCF, Maroc Telecom and Managem.
Spring 2025
Driving Circular Economy Innovation in Morocco: Strategies for Sustainable Industrial Transformation
Circular economy assessments of TAQA Morocco, Groupe Akdital, CMGP, Maroc Telecom, Cosumar, Lesieur Cristal, Mutandis, Lafarge Holcim and Auto Hall.
Fall 2024
Strategic Insights and Corporate Excellence: An Analysis of Casablanca Stock Exchange Companies
Twenty-two listed firms analysed, including Afriquia Gas, Lafarge Holcim, SNEP, Lesieur Cristal, Cartier Saada, Dari, TotalEnergies Marketing Maroc, Cosumar and Unimer.
Spring 2024
AI-Driven Solutions for Accelerating Progress on the Sustainable Development Goals in Morocco
Projects mapped to specific Goals — water scarcity and recycling (SDG 6, 11, 13), heritage and livelihoods (SDG 1, 5, 8), obesity and public health (SDG 3), household food systems (SDG 2, 12), and consultancy access for small firms (SDG 8).
Fall 2023
Enabling Business Excellence with Artificial Intelligence: A Blueprint for Multidimensional Socio-Economic Growth in Morocco
AI applications developed for blood bank logistics, freelance labour markets, school guidance, vertical farming, retail personalisation, prenatal and postnatal care, and housing.
Master’s Thesis Supervision

Nineteen master’s theses supervised to completion, concentrated on sustainable development, green technology strategy, and multi-criteria decision analysis in Morocco and the wider MENA region.

Green technology and sustainable investment
01Green bonds and green technology: the influence of economic and environmental factors in the MENA region
02Developing green technology strategies for sustainable investment in Morocco: an integrated TWOS-fuzzy AHP approach
03Prioritisation of green management practice strategies using fuzzy AHP in the Moroccan hospitality industry
04Towards sustainable development in Morocco: evaluating green growth strategies using integrated decision-making models
05The impact of industrial growth on green growth in Morocco
Sustainable Development Goals and governance
06AI adoption and its impact on the Sustainable Development Goals in Morocco's manufacturing sector
07Assessment, prediction and future trends of sustainable finance, carbon emissions and SDG performance in the Middle East and Africa region
08The impact of government effectiveness on financial and economic SDG performance during a pandemic
09COVID-19 and the effect of voice and accountability on performance across the seventeen Sustainable Development Goals
10QES certifications and economic development in the top fifteen African countries
Green marketing and consumer behaviour
11Exploring the influence of green marketing on brand loyalty and electronic word-of-mouth: applying the theory of planned behaviour in the North African consumer market
12Green marketing, brand loyalty and eWOM: evaluating the mediating role of CSR within the theory of planned behaviour
13Greenwashing in the MENA region: a multi-criteria decision-making analysis using fuzzy AHP
Corporate strategy and organisational performance
14Volkswagen crisis management and the response to Dieselgate
15Moroccan investment in sub-Saharan Africa: opportunities and challenges
16The effect of change management on organisational performance
17The influence of flexible work arrangements on employee productivity
Energy and mobility transition
18Investigating the impact of electric vehicle market adoption on economic and environmental outcomes
19Green bonds and green technology: analysing economic and environmental drivers in emerging markets
Peer Review
Reviews completed
582
verified on ORCID
Journals
80
across the field
Period
2019–2026
Web of Science record
Most reviewed
86
Env. Science and Pollution Research

Peer review activity verified through ORCID and the Web of Science reviewer record. The chart shows the twenty-five journals with the most reviews; a further fifty-five journals account for the remainder.

Professional Courses & Certifications
United Nations 3 programmes
Jul 2024 Applying Integrated Policy Approaches to Accelerate the 2030 Agenda → Jul 2024 The UN Sustainable Development Cooperation Framework → Jun 2024 Digital4Sustainability Learning Path →
Universities 5 programmes
2024 Future of Sustainable Business: Enterprise and the Environment — University of Oxford → Dec 2024 Corporate Sustainability: Understanding and Seizing the Strategic Opportunity — Bocconi University → Dec 2022 Strategy and Sustainability — IESE Business School, University of Navarra → Nov 2021 Global Sustainability and Corporate Social Responsibility — Macquarie University, Sydney → CMBE Certified Management & Business Educator — Chartered Association of Business Schools, UK →
IBM 3 programmes
May 2026 Data Analytics for Sustainability → May 2026 Fundamentals of Sustainability and Technology → May 2026 AI Literacy →
Skills & Hobbies
Technical Skills
Matlab
Python
Stata/Smart PLS/OriginLab Pro/CiteSpace/MS Visio
Research & Communication
Academic Writing
Conference Presentations
Grant Proposals
Languages
80%
English Fluent
100%
Urdu Native