Mujahid Mohiuddin Babu

Mujahid Mohiuddin Babu is an Assistant Professor (Research) at Coventry University's Research Centre for Business in Society. He holds a PhD from Alliance Manchester Business School (The University of Manchester), supported by the prestigious Commonwealth Scholarship, and an MBA in Marketing from the Institute of Business Administration, University of Dhaka. His research focuses on technology adoption, marketing innovation, dynamic capabilities, and sustainable outcomes, with contributions to journals like Journal of Strategic Marketing and Technological Forecasting and Social Change.

Key research areas include the implications of Industry 5.0 (AI, IoT, Big Data) on marketing and service innovation, digital vulnerability, and sustainable development goals. He has advised doctoral candidates in technology adoption, service innovation, and policy reformulation. Babu has extensive academic experience across institutions like the University of Manchester and the University of Chester, and has collaborated with organizations such as Swisscontact, the British Council, and IFC.

His work emphasizes mixed-method research and contributes to UN SDGs, particularly education, sustainable cities, and responsible consumption. Notable achievements include a featured article in TIME Magazine (2024) on AI-driven climate action in industrial markets. He is a Fellow of the Higher Education Academy (FHEA) and holds memberships in the Chartered Institute of Marketing and American Marketing Association.