Mohammed Rafiq

Research activity per year

Personal profile



Mohammed Rafiq is Professor of Marketing at University of Roehampton Business School. Previously he wasReader in Retailing and Marketing and Academic Director MSc Programmes (Business) at the School of Business and Economics, Loughborough University. He was appointed as Lecturer in 1989 and was subsequently promoted to Senior Lecturer in 2000 and as 2007. Prior to joining Loughborough he was Lecturer in International Marketing at Nottingham Trent University. Previous to that he was a Research Associate at Warwick Business School.


Research Activities and Interests

Mohammed’s current research interests and activities are focused in the areas of  i) e- tailing,  relationship quality, e-loyalty and brand loyalty ii)  NPD and innovation (market orientation and innovation, ambidexterity, innovation and NPD). and iii) internal marketing. He also has interests in the area of retail marketing (retail image of town centres, consumer ethnocentrism in international retailing, and consumer experience of town centres. Structural equation modelling and scale development underpin much of this research. Mohammed’s research in thee area of   internal marketing is recognised for its pioneering contribution and he has  co-edited a  Special Issue on the subject in European Journal of Marketing. Bewteen 2006 and 2010 Mohmmed was  Co-Editor of European Journal of Innovation Management.


Research Projects

Current research projects include an examination of the effect of ambidextrous market learning on new product developent in high tech companies. This is an extension of a previous ESRC funded project on contextual ambidexterity in Chinese and UK high-tech firms. He wals also a co-investigator on ESRC funded project ) on examining town centre customer experience.




Examples of the consultancy projects that I have been involved in include a survey of Asian businesses in Bradford, funded by the Bradford Metropolitan Council. I have also been involved in the statistical modelling of space allocation in stores and assessment of store performance for a number of retailers including Wilkinsons Home and Garden organisation


BA(Hons.) Economics (Essex); MBA (Bradford); PhD (Bradford).

Professional affiliations

Member of the Editorial Review Board of the European Journal of Innovation Management.


Retailing and Retail Marketing, in particular

  • Retail Location
  • Retail Buying
  • Visual Merchandising
  • International Retailing

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or