Asif Muzaffar | Pharmaceutical Policy and Regulation | Research Excellence Award

Published on by Top Pharmaceutical

Dr. Asif Muzaffar | Pharmaceutical Policy and Regulation | Research Excellence Award

Birmingham City University | United Kingdom

Dr. Asif Muzaffar is an accomplished scholar and higher education professional specialising in operations management, supply chain strategy, and the interface between technology, sustainability, and organisational performance. He holds a Ph.D. in Production, Operations and Logistics Management from the School of Management at Huazhong University of Science and Technology, an AACSB- and AMBA-accredited institution. During his doctoral studies, he was mentored by renowned scholars and completed advanced seminars under globally recognised academics, strengthening his analytical and research capabilities in quantitative modelling, operational efficiency, and logistics optimisation. His academic foundation also includes a Master’s degree in Information and Operational Management with a specialisation in Operations Research, a Postgraduate Certificate in Teaching and Education from Birmingham City University, fellowship of the Higher Education Academy (FHEA), and professional training through the Institute of Chartered Accountants of Pakistan.Dr. Muzaffar serves as a Teaching Fellow in Operations and Supply Chain Management at Birmingham City Business School, where he leads key modules such as Operations Management, Strategic Supply Chain Management, and Global Transportation and Digital Management. He also acts as Course Lead for Business Administration and International Business top-up programmes, contributing significantly to curriculum development, innovative pedagogy, and programme leadership. His previous academic appointments include Assistant Professor roles in Oman, Lahore, and at the University of Engineering and Technology, where he taught diverse cohorts, supervised doctoral and master’s students, and conducted research focused on supply chain contracts, marketing–operations alignment, and interdisciplinary management strategies.With professional experience in industrial engineering across leading textile and apparel manufacturing organisations, Dr. Muzaffar has managed facility layout design, feasibility assessments, quality assurance systems, and operations optimisation.  His contributions include “Integrating Explainable AI and Corporate Social Responsibility for Sustainable Practices,” “WeChat Gamification: Mobile Payment Impact on Word of Mouth and Customer Loyalty,” “Augmented Reality is the New Digital Banking—AR Brand Experience Impact on Brand Loyalty,” “Engaging the Customer with Augmented Reality and Employee Services to Enhance Equity and Loyalty,” “Travel Before You Actually Travel with Augmented Reality—Role of Augmented Reality in Future Destination,” “WOW, the Make-up AR App is Impressive: A Comparative Study Between China and South Korea,” “Environmental Sustainability, Innovation Capacity, and Supply Chain Management Practices Nexus: A Mixed Methods Research Approach,” and “Institutional Pressures and Supplier Involvement: A Perspective on Sustainability.

Profile: Google Scholar

Featured Publications

Abbas, J., Muzaffar, A., Mahmood, H. K., Ramzan, M. A., & Rizvi, S. (2014). Impact of technology on performance of employees (a case study on Allied Bank Ltd, Pakistan). World Applied Sciences Journal, 29(2), 271‑276.

Butt, A., Ahmad, H., Muzaffar, A., Ali, F., & Shafique, N. (2022). WOW, the make‑up AR app is impressive: a comparative study between China and South Korea. Journal of Services Marketing, 36(1), 73‑88.

Jahangiri, L., McAndrew, M., Muzaffar, A., & Mucciolo, T. W. (2013). Characteristics of effective clinical teachers identified by dental students: a qualitative study. European Journal of Dental Education, 17(1), 10‑18.

Butt, A., Ahmad, H., Ali, F., Muzaffar, A., & Shafique, M. N. (2023). Engaging the customer with augmented reality and employee services to enhance equity and loyalty. International Journal of Retail & Distribution Management, 51(5), 629‑652.

Ahmad, H., Butt, A., & Muzaffar, A. (2023). Travel before you actually travel with augmented reality – role of augmented reality in future destination. Current Issues in Tourism, 26(17), 2845‑2862.

Bhutta, M. K. S., Muzaffar, A., Egilmez, G., Huq, F., Malik, M. N., & Warraich, M. A. (2021). Environmental sustainability, innovation capacity, and supply chain management practices nexus: a mixed‑methods research approach. Sustainable Production and Consumption, 28, 1508‑1521.

Butt, A. H., Ahmad, H., & Muzaffar, A. (2024). Augmented reality is the new digital banking – AR brand experience impact on brand loyalty. International Journal of Bank Marketing, 42(2), 156‑182.

Alhawari, O., Bhutta, K., & Muzaffar, A. (2021). Supply chain emerging aspects and future directions in the age of COVID‑19: a systematic review. Uncertain Supply Chain Management, 9(2), 429‑446.