Nermeen Mustafa

Dr. Nermeen Mustafa is an Associate Professor and Global Program Director at Edinburgh Business School, Heriot-Watt University. She holds a PhD from Cass Business School (London) and prior roles include an honorary research fellowship at City University London. Her research focuses on healthcare service quality, luxury branding, consumer behavior, and cross-cultural marketing. She has contributed to UN Sustainable Development Goals through studies on gender equity in healthcare and sustainable luxury strategies.

Education:

• PhD in Marketing, Cass Business School, London
• Postgraduate degree, Boston University
• Bachelor’s degree, University of Greenwich

Research Highlights: Mustafa’s work examines gender dynamics in hospital service expectations, cultural impacts on creativity, and the psychological dimensions of perfumery. Her 2024 study explores cultural influences on creative output across income groups, while earlier work (2018) analyzes waiting time perceptions in UAE hospitals. She has published on narrative-driven branding in luxury sectors and fragrance industry operations.

Media Contributions: Engaged with media on topics like AI in UAE enterprises and sustainability in luxury brands. Recent articles include insights on short-attention-span storytelling and dynamic learning environments.

Teaching: Leads courses such as Business Strategy and International Business, emphasizing global market dynamics and strategic positioning.