Dr. Pranav Kumar joined the School of Business at AURAK as an Associate Professor of Management and Marketing in Fall 2024. He is an experienced academic with a Ph.D. in Management (majored in Marketing) from Universiti Utara Malaysia (AACSB and AMBA accredited). With over fourteen years of teaching experience, he has worked at several prestigious institutions in countries such as UAE, Malaysia, Singapore, Oman, Bahrain, and India. He has also accumulated three years of industry experience, enhancing his practical knowledge of marketing. Dr. Pranav enjoys teaching courses in business management, marketing, and leadership while actively engaging in developmental research. He has published several research papers in SCOPUS indexed journals. His research interests include business administration, consumer behavior and digital marketing. He also holds certifications in advanced digital marketing and is a Fellow of the Higher Education Academy.
Ph.D in Management (Majored in Marketing) 2015, College of Business, Universiti Utara Malaysia (AACSB and AMBA accredited).
CDMP (Certified Digital Marketing Professional) 2024, Digital Marketing Institute.
Professional Certified Marketer (PCM) 2026, American Marketing Association
Pranav Kumar (2026), with co-authors.
Blockchain-Driven ESG Governance in Innovating Global Supply Networks: An Integrated PCA–Fuzzy DEMATEL Approach.
Journal of Digital Economy, 5, 198–213.
https://doi.org/10.1016/j.jdec.2026.05.001
Pranav Kumar (2026), with co-author.
The Impact of AI-Powered Personalization on Consumer Engagement: Evidence from the UAE E-Commerce Sector.
Strategic Business Research, 2(1), 100176.
https://doi.org/10.1016/j.sbr.2026.100176
Pranav Kumar (2026), with co-authors.
Applications of COBOTS in manufacturing: A bibliometric analysis.
International Journal of Innovation Studies, 10(1), 80–93.
https://doi.org/10.1016/j.ijis.2025.10.002
Pranav Kumar (2026), with co-authors.
Digital Payment Systems in Tourism: Trends, Challenges and Opportunities.
In Exploring the Latest Trends in Management Literature.
Review of Management Literature, 5, 29–54.
https://doi.org/10.1108/S2754-586520260000005002
Pranav Kumar (2026), with co-authors.
Metaverse for sustainable circular supply chains: unlocking value and knowledge synergies.
Journal of Science and Technology Policy Management, Vol. ahead-of-print, No. ahead-of-print.
https://doi.org/10.1108/JSTPM-11-2025-0514
Pranav Kumar (2026), with co-authors.
A SAP-LAP integrated e-IRP approach for green hydrogen operations for sustainable mobility.
Discover Sustainability, 7(1), 247.
https://doi.org/10.1007/s43621-026-02722-y
Pranav Kumar (2026).
Sheikh Mohammed’s Leadership Legacy: A Model for Sustainable Urban Evolution.
In: Tunio, M.N., Sánchez, A., Harrison, C. (eds)
Leadership, Innovation, and Responsibility in Global Business.
BLE 2024. Advances in Science, Technology & Innovation.
Springer, Cham.
https://doi.org/10.1007/978-3-031-98211-8_5
Pranav Kumar (2025), with co-authors. Adopting net-zero supply chains: Integrated model of TOE and TAM in emerging economy context. Sustainable Futures, 10,101188. https://doi.org/10.1016/j.sftr.2025.101188
Pranav Kumar (2025), with co-authors. Sales Pressure and Ethical Selling: Moral Reasoning Framework for Business and Marketing Decisions. FIIB Business Review. https://doi.org/10.1177/23197145251330150
Pranav Kumar (2025), with co-authors. Toward sustainable tourism: Insights from green financing and renewable energy. Energy Strategy Reviews, 57, 101618. https://doi.org/10.1016/j.esr.2024.101618
Pranav Kumar (2025), with co-authors. Generation Z Customers Intention to Compliment Restaurant Service Through Perceived Credibility and Need for Interaction: Mediated by Experiential Relationship Quality. Journal of Culinary Science & Technology, 1-27. https://doi.org/10.1080/15428052.2025.2517646
Pranav Kumar (2025), with co-authors. Leveraging Social and Intellectual Capital for Social Entrepreneurship: A Model for Sustainable Business Practices in an Uncertain Environment. Journal of Risk and Financial Management, 18(2), 46. https://doi.org/10.3390/jrfm18020046
Pranav Kumar (2025), with co-authors. Analyzing the role of convergence innovation in addressing raised hygiene sensitivity norms in the tourism industry. International Journal of System Assurance Engineering and Management, 1-11. https://doi.org/10.1007/s13198-025-02875-5
Pranav Kumar (2025), with co-authors. Artificial Intelligence in Digital Marketing Strategies in the UAE: The Mediating Role of Predictive Analytics in Enhancing Customer Conversion. International Review of Management and Marketing, 15(4), 380. https://doi.org/10.32479/irmm.20218
Pranav Kumar (2025), with co-authors. Navigating the landscape through Digital Human Resource Management: An Initiative to Achieve Sustainable Practices. Sustainable Futures, 100621. https://doi.org/10.1016/j.sftr.2025.100621
Pranav Kumar (2025), with co-authors. Innovative Indian Startups Driving Change: Case Studies on Indian Startups Redefining Innovation and Tackling Real-World Challenges. In Strategic insights and case studies on navigating an entrepreneurial landscape (p. 24). IGI Global. https://doi.org/10.4018/979-8-3693-9261-4.ch013
Pranav Kumar (2024), with co-authors. Nonprofits’ marketing challenges and opportunities after the COVID-19 era. FIIB Business Review, 13(3), 331-339. https://doi.org/10.1177/23197145221125339
Pranav Kumar (2023), with co-authors. Marketing strategies for the tourism industry in the United Arab Emirates after the COVID-19 era. Worldwide Hospitality and Tourism Themes, 15(2), 169-177. https://doi.org/10.1108/WHATT-10-2022-0120
Pranav Kumar (2022), with co-author. A Novel Approach to Conducting Business research after Covid 19: Incorporating Crisis Elements in the Study Frameworks. International Journal of Law and Management, 65(1), 88-103. https://doi.org/10.1108/IJLMA-04-2022-0078
Pranav Kumar (2022), with co-author. A Practitioner Perspective to Marketing Theory Evolution. International Journal of Operations Research and Information Systems, 13(1).
Pranav Kumar (2022), with co-authors. An Examination of Customer Relationship Management and Business Sustainability in Small and Medium Enterprises. International Journal of Customer Relationship Marketing and Management, 13(2).
Pranav Kumar (2021), with co-authors. Business Recovery Strategies for Adversely Affected Industries in the UAE: Covid-19 Crisis Response. Academy of Strategic Management Journal, 20(S2).
Pranav Kumar (2021), with co-author. Indian Retail Entrepreneurs and International Marketers: A Viable Business Ecosystem for Indian Start-ups. Academy of Marketing Studies Journal, 25(2).
Pranav Kumar (2021), with co-authors. Social entrepreneurship education: Insights from the Indian higher educational courses. Academy of Strategic Management Journal, 20(S2).
Pranav Kumar (2020), with co-authors. Nexus between green finance and climate change mitigation in N-11 and BRICS countries: empirical estimation through difference in differences (DID) approach. Environmental Science and Pollution Research. https://doi.org/10.1007/s11356-020-10920-y
Pranav Kumar (2020). A Review of Relationship Marketing Fundamentals. Talent Development and Excellence, 12(2s), 3915-21.
Pranav Kumar (2019). Book review: Robert D. Hisrich and Veland Ramadani (Eds), Entrepreneurial Marketing: A Practical Managerial Approach. The Journal of Entrepreneurship, 28(2), 347-350.
Pranav Kumar (2017), with co-author. ‘Female Shoppers’ Outlook of Firms’ Fairness in Marketing Communications and Distribution Channels’. Management and Marketing Journal, 15 (1).
Pranav Kumar (2016), with co-author. ‘Ethical Marketing Practices viewed through Consumer Spectacles’. MARKET/TRŽIŠTE, 28(1), 29-45.
Pranav Kumar (2014), with co-authors. ‘My Problem Solved, That's All!!’: A Phenomenological Approach to Consumer Complaint Redressal in Malaysia’. Procedia-Social and Behavioral Sciences, 130, 431-438.
Pranav Kumar (2013), with co-author. ‘Temporary Non-Appearance of Memory’ Among the Interviewees: Methodology Enhancement in Qualitative Research for Achieving High Quality Data’. Middle East Journal of Scientific Research, 13 (Special Issue on Economics), 16-22.
Pranav Kumar (2012), with co-authors. Factors affecting employee satisfaction among non-teaching staff in higher educational institutions in Malaysia. American Journal of Economics, 6, 93-96.
Conference Presentations/Participations
Presented paper titled ‘Leadership, Vision, and Progress: The Transformational Journey of Sheikh Mohammed bin Rashid Al Maktoum in Shaping Dubai's Future’ at International Conference on Business Management, Entrepreneurship, and Sustainable Circular Economy 2024, American University of Ras Al Khaimah, UAE.
Presented paper titled ‘Factors Affecting Augmented Reality (AR) Adoption Intention and Performance of Tourism Businesses in Developing Economies’ at International Conference on Empowering Entrepreneurship & Employability 2024, Higher Colleges of Technology, UAE.
Presented paper titled ‘A Study of Progressive Orientation and Welfare Inclined Journey of Dubai Ruler Sheikh Mohammed’ at International Conference on “Reinforcing Environmental, Social & Governance Practices in the 21st Century”, ESG 2023, Higher Colleges of Technology, UAE.
Presented paper titled ‘Marketing Opportunities and Challenges for Nonprofits in Post Pandemic Era’, at Global Conference on Business Management and Social Sciences (GCBMS) 2022, Academy of Business Management Conferences & University of Bolton- Ras Al Khaimah, UAE.
Presented paper titled ‘A Novel Approach to Conducting Business Research after Covid-19: Incorporating Crisis Elements in the Study Frameworks’, at International Online Conference “Initiative 5.0” 2021, European Marketing and Management Association (EUMMAS) and Business and Technology University (BTU, Georgia).
Presented paper titled ‘Global Online Retailers and Indian Retail Players: Striking Out a Balance’, at 6th International Conference on ‘Managing Business in a Covid-19 Era: Opportunities and Challenges’ 2021, Skyline University College, Sharjah, UAE.
Presented paper titled ‘Opportunities and Challenges in Social Marketing’ , at 13th Biennial Conference on Entrepreneurship 2019, Entrepreneurship Development Institute of India, Ahmedabad, India.
Invited Speaker at International Conference on Innovation in Research 2018, Universitas Wijaya Kusuma Surabaya, Bali, Indonesia.
Presented paper titled ‘Malaysia as the preferred destination for global tourists: A Review’, at 1st International Research Conference on Economics, Business and Social Sciences 2016, Penang, Malaysia.
Participated in 3rd Annual Convention of WAiBS 2015 (“Enhancing Productivity and Competitiveness”), Kuala Lumpur, Malaysia.
Presented paper titled ‘My Problem Solved, That’s All !!’: A Phenomenological Approach to Consumer Complaint Redressal in Malaysia’, at 4th International Conference on Marketing and Retailing (INCOMar 2013), UiTM, Shah Alam, Malaysia.
Presented paper titled ‘Class Assessment Card (CAC) for Lecture Preparation’, at 2nd International Higher Education Teaching and Learning Conference 2013, Curtin University, Sarawak, Malaysia.
Presented paper titled ‘An Investigation into the Mutuality between Ethical Marketing and Consumer Choice Making Decisions’, at 8th Symposium on Business Post Graduate Research 2012, Othman Yeop Abdullah Graduate School of Business, UUM, Sintok, Malaysia.
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