Faculty Member, Westminster Business School
Senior Lecturer in Marketing
Westminster Business School
About
Zubin Sethna is a serial entrepreneur, strategist, educator, and an eternal optimist.
An active researcher, his main research interests focus primarily on the interplay between marketing, entrepreneurship and ethnicity.
Zubin is currently Deputy Chair of the Academy of Marketing's (AM) Special Interest group on 'Entrepreneurial and Small Business Marketing'
His last two papers for the AM have been quite diverse. Last year his paper entitled "Entrepre-natal education: Psalm 139 and the birth of business" drew a parallel between a mother nurturing and feeding her unborn baby and the 'unborn' enterprises currently 'being nurtured' in HE institutions. He commented on the distinct lack of (and sometimes non-existent!) entrepreneurial training for CI graduates leaving HE, and the eventual 'failure' of such endeavours.
Most recently, his working paper entitled “SMEs, Financial-WMD And Business-Conversion to Islam: a UK SME Perspective On Islamic Banking And Finance”, investigates and reviews the attitudes of SMEs in the UK towards Islamic banking and financial products, and asserts that the UK’s Retail Banking system is akin to ‘financial weapons of mass destruction’ as far as the SME is concerned.
In addition to all of the above, Zubin has an on-going special interest in 'marketing paradigms for emerging economies' and has, since 2005, conducted research and delivered keynote speeches to academics and practitioners in both China and India.
At WBS, he is also a member of the Group for Research In Marketing (yes, we know the acronym if GRIM!!)
Projects and dissertations related to any of the above are welcomed! (Masters and Undergraduate)……anything outside of those topics above, and Zubin encourages you to have a coffee and a conversation with him!
In his capacity as Managing Consultant at Baresman Consulting (www.baresman.com), Zubin has integrated marketing strategy/communications with management consultancy and training to numerous organisations both in the UK and internationally, and across a variety of industry sectors (including Health Care, Professional Services, Music, Travel, Manufacturing, Retail, IT, Education and ‘cottage’ industries).
Member of the Editorial Board as Case Reviewer for Journal of Research in Marketing and Entrepreneurship (Edited by Dr Jonathan Deacon, University of Wales, Newport and published by Emerald Publishing)
Associate Editor of Journal of Asia Entrepreneurship and Sustainability (Edited by Professor Jens Mueller, Waikato Management School, New Zealand)
Zubin’s interest in 'entrepreneurship and marketing' continued in the shape of a PhD thesis which started off by examining the marketing of professional services in the UK: an ethnic perspective. Whilst teaching marketing strategy at Westminster Business School since 2007 Zubin has been invited to conduct Guest Lectures at HE institutions in the UK, EU, and Chindia. Zubin is also a Visiting Professor at The IFT, India.
With his commercial career spanning the last 20 years and his academic career over 9 years, Zubin fits neatly into the world of pracademia; practitioner-based academic education.
He started his working career with Millicom Cellular in the days when mobile phones were literally the same size as a brick. Having successfully negotiated his way through the acquisition process for a BS5750 quality standard, he continued his corporate career journey through various SME marketing departments which have taken him into a variety of industry sectors including Health Care, Retail, Manufacturing, IT, Music, Travel and Professional Services.
In amongst the employed status, there were periods of self-employment. Having successfully launched 5 businesses (one of which won a National award), Zubin ventured into teaching having sold one of them and then decided to include this profession in amongst his portfolio of professional activities.
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