Katayoun Zafari

Dr. Katayoun Zafari is a Senior Lecturer in Marketing at Manchester Metropolitan University's Business School, specializing in Business-to-Business (B2B) Marketing. She leads the MSc Market Research and Analytics program and teaches modules such as Business-to-Business Marketing. Previously, she held roles as a Lecturer at Otago University (New Zealand) and worked for ten years in the chemical/petrochemical industry as a Key Account Manager and Marketing Manager.

Her research focuses on B2B relationship management in turbulent environments, business resilience, consumer decision-making, and multicultural consumer behaviors. Notable contributions include studies on relationship marketing's role in resilience, trust dynamics in crises, and the social role of ethnic cuisines in multicultural societies.

Zafari's work spans academic and practitioner spheres, blending theoretical frameworks with industry insights. She actively supervises undergraduate, postgraduate, and potential PhD students. Her publications address challenges in B2B networks, crisis management, and cultural consumption patterns.

No scientific awards are listed, but her research has been presented at global conferences like the Industrial Marketing and Purchasing Conference (IMP) and the British Academy of Management. She remains engaged in advancing methodologies for managing uncertainty in volatile markets.

Zafari's expertise bridges academic rigor and practical application, emphasizing the interplay between organizational strategies and cultural contexts in dynamic environments.