Syed Muhammad

Dr. Syed Muhammad serves as a Reader in Strategy and Entrepreneurship at Brunel Business School, Brunel University London, with 23 years of leadership experience in higher education spanning strategic development, international partnerships, and quality assurance. His career includes senior roles such as Director of Teaching and Learning, Head of Studies, and Academic Lead across institutions including Middlesex University London, Glasgow Caledonian University, and The University of Law Business School.

His educational credentials comprise a PhD, MBA, GDL/CPE, MSc, and BSc. Professionally, he holds Senior Fellowship of the Higher Education Academy and memberships in the Chartered Management Institute, Association of Masters of Business Administration, British Academy of Management, and Academy of Marketing.

Dr. Muhammad's research centers on digital transformation, with core interests in digital footprints, privacy/security in social media, AI/IoT behavioral impacts, and strategic entrepreneurship. His work bridges technological innovation with consumer psychology, examining dark-side behaviors in digital ecosystems and reshoring effects on brand loyalty. Recent projects include "Doing good, growing strong: Catalysing economic and social impact in Jordan" and collaborations with researchers like Dr. Yousra Asaad and Dr. Soohyun Jeon.

Analysis of his 15 most recent publications (2016-2024) reveals dominant trends in digital consumer behavior, with 73% focusing on privacy/security concerns in social media adaptation, 40% analyzing Brexit's commercial impacts, and 27% exploring AI/robotic service interactions. His methodological approach combines systematic literature reviews with empirical studies across diverse contexts from UK telecom markets to Rohingya refugee smartphone usage.

Key recognitions include:

• Senior Fellow of the Higher Education Academy

He supervises Masters and PhD students while teaching Strategic Management, Competitive Strategy, and Entrepreneurship courses. His external examiner roles at Coventry University London and Queen Mary University of London reflect his standing in academic governance. Current leadership responsibilities emphasize strategic digital transformation initiatives and cross-institutional research partnerships.