Area of Expertise My expertise primarily lies in logistics, supply chain management, operations management, and sustainability. My research extensively explores the strategic integration of digital technologies, such as blockchain and digital twins, within supply chain mapping frameworks. I have specifically focused on intellectual capital—including human, relational, and structural capital—and its critical role in enhancing supply chain resilience and sustainability, particularly during global disruptions like the COVID-19 pandemic. Additionally, my work addresses key areas of decarbonization, circular economy practices, and green logistics.

Research Methods Expertise I am proficient in a range of quantitative research methodologies, particularly Structural Equation Modeling (SEM), Partial Least Squares Structural Equation Modeling ,  Multi-Criteria Decision Making approches (like AHp, ANP, NNP etc), and hybrid modeling techniques combining DEMATEL and ANP. I have also applied qualitative research methods in mixed-method approaches to thoroughly investigate sustainability issues within supply chains.

Disciplinary Intersections My research intersects across several disciplines, integrating logistics and supply chain management with technology management, environmental sustainability, economics, and organizational behavior. This interdisciplinary approach enables me to explore complex challenges within supply chains, such as the adoption of digital technologies, management of human capital, and strategic sustainability initiatives.

Key Research Collaborations I maintain active research collaborations globally with academic institutions and industry partners. Notably, I have collaborated with the University of Malaya, University of Glasgow, Copenhagen Business School, Cambridge University, Stanford University, and various other international universities in Europe, North America, and Asia.  

Funded Projects I have been involved as PI/Co-PI in several funded research projects, securing substantial grants from leading funding bodies including UKRI-EPSRC, Natural Sciences and Engineering Research Council of Canada (NSERC), Higher Education Commission Pakistan (HEC), and the Malaysian government (FRGS). These projects have focused on Building Supply Chain resileince, Logistics decarbonization, blockchain applications in the oil and gas sector, sustainable logistics performance indexing, and internationalization strategies for SMEs.

I am an academic and industry expert specializing in supply chain management, operations, and sustainability. Currently, I serve as an Associate Professor and Head of Research (Marketing & Operations Dpt) at Heriot-Watt University, Edinburgh. Previously, I held key academic leadership roles, including Dean of the College of Business Management at IoBM and Dean of the Faculty of Business Administration & Social Sciences at Mohammad Ali Jinnah University.

With over 100 research publications—including 45 in high-impact journals—I have authored five books and contributed to multiple prestigious handbooks. I have also secured significant research funding as Principal Investigator and collaborated on projects across the UK, Canada, and Malaysia. Beyond academia, I have provided consultancy for leading firms and government bodies. As a Visiting Professor at Copenhagen Business School and a Visiting Scholar at the University of Cambridge, I continue to bridge academic research with real-world impact.

Teaching Responsibilities:
I teach Strategies for Managing Supply Chain, System Thinking and Analysis, and Sustainable & Green Logistics at the postgraduate level. My approach integrates real-world applications, case-based learning, and emerging industry trends.

Citizenship & Leadership
As Department Head of Research, I lead initiatives to foster an enabling research environment, facilitate collaborations, and support faculty in securing grants. I oversee research activities, and organize events to disseminate research outputs. Beyond research, I contribute to academic governance by serving on committees related to program development, accreditation, and strategic partnerships. I actively engage with industry and policymakers to bridge academia and practice.