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Staff Profile

Dr Muhammad Salman Shabbir

Senior Lecturer

I am currently a Senior Lecturer in Entrepreneurship and Innovation at the London Campus of York St John University. Before my current role, my academic journey took me through several esteemed positions. From 2019 to 2023, I was with Universiti Brunei Darussalam (UBD) and the College of Commerce and Business Administration at Dhofar University, Salalah, Oman. Over the course of this time, I developed course modules, implemented experiential learning techniques, and secured research grants, among other duties. Prior to joining Dhofar University, I was dedicated to postdoctoral research. Initially, I worked at the School of Business Management (AACSB-accredited) at University Utara Malaysia and later at the School of Management (SOM), University Sains Malaysia (USM). Over the course of my professional career, my commitment to academia, research, and leadership has remained constant, as reflected in a wide array of roles and contributions I have made in different institutions.

My academic background includes a Doctor of Philosophy (PhD) from the School of Business Management, College of Business (COB) at the Universiti Utara Malaysia (UUM), Malaysia, an institution accredited by AACSB, AMBA, and ABEST21. Before obtaining my PhD, I earned an MS in Management from the School of Business and Economics (SBE) at the University of Management & Technology (UMT). In addition, I hold a Master of Business Administration (MBA).

My leadership was also evident during my time as the Management Director of the LEADS Group in Pakistan, which included Lahore Leads University, the Leads Group of Colleges, and The Leads Schools System. Between 2009 and 2014, I served as an Assistant Professor at several internationally renowned institutions.

I am honored to be a Fellow of the Higher Education Academy (FHEA), recognized under the UK Professional Standards Framework for Teaching and Learning Support in Higher Education. Additionally, I hold the Certified Management & Business Educator (CMBE) credential, awarded by the Chartered Association of Business Schools (CABS) in the UK. The distinction of being a certified entrepreneur educator came from the Price-Babson Symposium for Entrepreneurship Educators (SEE- Batch 48) at Babson College, Massachusetts, USA.


I teach on the Entrepreneurship Core at Enterprise Academy and Leadership and Change Management.

I have a deep commitment to fostering an academic environment of excellence and innovation throughout my professional career, which has spanned multiple countries including Oman, Malaysia, Pakistan, Brunei, and the United Kingdom. During my tenure, I have had the privilege of teaching a diverse range of students, from enthusiastic undergraduate students to determined and motivated postgraduates. My teaching modules have encompassed a broad spectrum, including Strategy, Management, Organizational Behavior, Entrepreneurship and New Venture Creation, Social Entrepreneurship by Design, Sustainable Business Practices and Research Methods.

I am committed to employing learner-centered, enquiry-based, and practice-led pedagogical approaches that inspire students to develop an entrepreneurial mindset and skills. My teaching philosophy is centered on creating an interactive, engaging, and supportive learning environment that helps students develop creative solutions to business challenges. I believe that experiential learning is essential in business education, and I use a variety of teaching methodologies, such as case studies, simulations, and team projects, to ensure that students can learn through diverse experiences. Additionally, I emphasize the importance of critical thinking and problem-solving skills, which are essential for business success in today's dynamic environment.


It has been my privilege to have authored more than 60 scholarly articles that have been indexed by top-tier platforms such as Web of Science, ABS, ABDC, and Scopus. In publications such as Sustainable Development and Technological Forecasting and Social Change, I have explored topics ranging from sustainable entrepreneurship to high-performance work systems. My contributions have been published in several journals with high impact factors, highlighting their relevance. Additionally, I am affiliated with a number of prestigious academic organizations and have served as a guest editor for publications indexed by Scopus and Web of Science. My active engagement with the global academic community is also evident in my role as a regular reviewer for prestigious international journals.


Professional activities

Through my professional memberships, I actively engage with the global academic community. My membership in the Academy of Management and the American Marketing Association dates back to 2019. My passion for entrepreneurship and small business development is reflected in my memberships with the Canadian Council for Small Business and Entrepreneurship (CCSE) since 2019, as well as the European Council for Small Business and Entrepreneurship (ECSB) in Finland. Additionally, these affiliations allow me to contribute to and stay up-to-date on the latest trends and research in the fields of management, marketing, and entrepreneurship.

In my academic journey, I've had the privilege to contribute to the scholarly community in various capacities. As Topic Editor of Frontiers in Public Health, a journal widely recognized for its contributions to the field of public health, I have the honor of contributing to the section on occupational health and safety. Furthermore, I have served as a Guest Editor for special issues of journals such as Frontiers in Public Health, Sustainability, and Frontiers in Psychology. Additionally, I have served as a reviewer for several prestigious journals indexed in Web of Science, Scopus, ABDC and ABS among others.


Selected journal publications

Shabbir, M. S. (2023). Exploring the relationship between sustainable entrepreneurship and the United Nations sustainable development goals: A comprehensive literature review. Sustainable Development, 1– 16.

Shabbir, M.S., Batool, F. and Mahmood, A. (2022).Trends in entrepreneurship education: a systematic literature review. Higher Education, Skills and Work-Based Learning, 12 (6), 1040-1056.

Amin, N., Shabbir, M. S., Song, H., Farrukh, M. U., Iqbal, S., & Abbass, K. (2023). A step towards environmental mitigation: Do green technological innovation and institutional quality make a difference? Technological Forecasting and Social Change, 190, 122413.

Ghorbanzadeh, D. and Shabbir, M.S. (2023), "The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine", Journal of Social Marketing, Vol. 13 No. 2, pp. 172-193.

Amin, N., Song, H., Shabbir, M. S., Farrukh, M. U., & Haq, I. U. (2023). Moving towards a sustainable environment: do disaggregated energy consumption, natural resources, financial development and economic globalization really matter? International Journal of Sustainable Development & World Ecology, 1-18.

Shang, S., Chen, Z., Shen, Z., Shabbir, M. S., Bokhari, A., Han, N., & Klemeš, J. J. (2022) The effect of cleaner and sustainable sewage fee-to-tax on business innovation. Journal of Cleaner Production, Page132287, ISSN: 0959-6526,

Amin, N., Song, H., & Shabbir, M. S. (2022). What factors contribute to environmental degradation in G11 economies? Emphasizing the importance of renewable and non-renewable energy sources. International Journal of Sustainable Development & World Ecology, 1-11.

Abbasi, S. G., Tahir, M. S., Abbas, M., & Shabbir, M. S. (2022). Examining the relationship between recruitment & selection practices and business growth: An exploratory study. Journal of Public Affairs, 22(2), e2438.

Nazari, N., Shabbir, M. S., Sevbitov, A. V., Sadeghi, M., & Griffiths, M. D. (2022). Psychometric evaluation of the Russian version of the Gaming Disorder Scale for Adolescents. Current Psychology, 1-15.

Siddiqi, Ahmed Faisal, Muhammad Salman Shabbir, Mazhar Abbas, Arshad Mahmood, and Rabia Salman. "Developing and testing student engagement scale for higher educational students." Journal of Applied Research in Higher Education14, no. 1 (2022): 424-439.

Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2021). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioural intentions: a case of war tourism. Current Issues in Tourism, 24(21), 3090-3106.

He, Y., Ashraf, M., Sharif, W., Abbas, M., Raza, A., Jaafar, N. I., ... & Shabbir, M. S. (2021). Impact of system vs. consumer-generated recommendations on decision factors: A differential, moderating and mediating perspective. Current Psychology, 1-15.

Al-Kumaim, N. H., Shabbir, M. S., Alfarisi, S., Hassan, S. H., Alhazmi, A. K., Hishan, S. S., ... & Abu Al-Rejal, H. M. (2021). Fostering a clean and sustainable environment through green product purchasing behavior: Insights from Malaysian consumers’ perspective. Sustainability, 13(22), 12585.

Shabbir, M. S. (2021). Mediating Role of Business Simulation Games on The Relationship Between University Role, Entrepreneurship Curriculum, Pedagogical Methodologies and Students’ Entrepreneurial Intentions. Review of International Geographical Education Online, 11(5), 3772-3782.

Abbasi, S. G., Shabbir, M. S., Abbas, M., & Tahir, M. S. (2021). HPWS and knowledge sharing behavior: The role of psychological empowerment and organizational identification in public sector banks. Journal of Public Affairs, 21(3), e2512. DOI:

Ashraf, M., Ahmad, J., Sharif, W., Raza, A.A., Shabbir, M.S., Abbas, M. and Thurasamy, R. (2020), "The role of continuous trust in usage of online product recommendations", Online Information Review, Vol. 44 No. 4, pp. 745-766. DOI:

Shabbir, M. S., Sulaiman, M. A. B. A., Al-Kumaim, N. H., Mahmood, A., & Abbas, M. (2020). Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE. Sustainability, 12(21), 1-13.

Al-Kumaim, N. H., Alhazmi, A. K., Ramayah, T., Shabbir, M. S., & Gazem, N. A. (2021). Sustaining Continuous Engagement in Value Co-creation Among Individuals in Universities Using Online Platforms: Role of Knowledge Self-Efficacy, Commitment and Perceived Benefits. Frontiers in psychology, 12.

Yu, H., Shabbir, M. S., Ahmad, N., Ariza-Montes, A., Vega-Muñoz, A., Han, H., Sial, M. S. (2021). A contemporary issue of Micro-Foundation of CSR, employee pro-environmental behavior, and environmental performance toward energy saving, carbon emission reduction, and recycling. International Journal of Environmental Research and Public Health, 18(10), 5380.

Nazari, N., Shabbir, M. S., & Setiawan, R. (2021). Application of artificial intelligence powered digital writing assistant in higher education: Randomized controlled trial. Heliyon, 7(5), e07014.

Kassim, N. M., Ramayah, T., Mohamad, W. N., & Shabbir, M. S. (2021). Battling COVID-19: The Effectiveness of Biometrics Towards Enhancing Security of Internet Banking in Malaysia. International Journal of Enterprise Information Systems, 17(2), 71-91.

Al-Kumaim, N. H., Alhazmi, A. K., Mohammed, F., Gazem, N. A., Shabbir, M. S., & Fazea, Y. (2021). Exploring the Impact of the COVID-19 Pandemic on University Students’ Learning Life: An Integrated Conceptual Motivational Model for Sustainable and Healthy Online Learning. Sustainability, 13(5), 2546.

Al-Kumaim, N. H., Hassan, S. H., Shabbir, M. S., Almazroi, A. A., & Abu Al-Rejal, H. M. (2021). Exploring the Inescapable Suffering Among Postgraduate Researchers: Information Overload Perceptions and Implications for Future Research. International Journal of Information and Communication Technology Education, 17(1), 19-41.

Imran, R., Shabbir, M. S., & Mahmood, A. (2020). HIGH PERFORMANCE WORK SYSTEM: AN IMPORTANT LINK BETWEEN TRANSFORMATIONAL LEADERSHIP AND JOB PERFORMANCE. Polish Journal of Management Studies, 22(1), 217-230.

Shabbir, M. S., Shabbir, M. S., Siddiqi, A. F., Kassim, N. M., Mustafa, F., & Salman, R. (2020). A Child Labour Estimator: A Case of Bahawalpur Division. Social Indicators Research, 147(1), 95-109.

Arshad, M. A., Shabbir, M. S., Mahmood, A., Khan, S., & Ali Sulaiman, M. A. B. (2020). An exploration of IQ, EQ, spiritual quotient (SQ) elements in the human reengineering program (HRP) practices: A study on the drug rehabilitation Centre in Malaysia. Journal of Human Sport and Exercise. 2020, 15(Proc2): S417-S428. DOI:

Arshad, M. A., Shabbir, M. S., Mahmood, A., Sulaiman, M. A. B. A., & Khan, S. (2019). Holistic human resource development model in health sector: A phenomenological approach. Polish Journal of Management Studies, 20(1), 44-53.


International research conferences

The 83rd Annual Meeting of the Academy of Management, 4-8 August 2023, BOSTON, MASSACHUSETTS, USA. Sustainable Entrepreneurship and SDG-8: A Systematic Literature Review

The 83rd Annual Meeting of the Academy of Management, 4-8 August 2023, BOSTON, MASSACHUSETTS, USA. A Model for Predicting Entrepreneurial Intentions Based on the Theory of Planned Behavior.

82nd Annual Meeting of the Academy of Management; Creating a Better World Together, Seattle USA. Examining Relationship among Entrepreneurial Leadership, Innovative Work Behavior, and Innovation Support

5th Conference on Entrepreneurship and Economic Development; Entrepreneurial Digital Transformation; Doha Qatar. Influence of Emotional Intelligence on Entrepreneurial Inclinations along with the Effects of University Curriculum and Pedagogical Approaches.

Conducting Research on Eco-innovation and Circular Economy in SMEs, Cuenca Spain. Green entrepreneurship and sustainable economic growth: A hypothetical model.

International Scholars Conference (ISCUUM) 2019, Universiti Utara Malaysia (UUM), Malaysia. Keynote Speaker.

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