Research
Our Research Principles
Research at EM Normandie abides by three strong principles:
- Practical Intelligence, whereby the link between practice and academic thinking is viewed as necessary and fruitful
- A Cross-disciplinary orientation, which recognises the diversity of competencies required from a Business School
- An openness towards professionals, by offering a forum for exchange between the professional world and the academic community
Accordingly, it is incorporated within the framework of:
- An academic approach, through the intellectual contribution from lecturers/researchers
- An outreach approach, by circulating columns and articles on the EM Normandie blog
- Partnership research, by creating research axes and expert consulting projects commissioned by professionals
The outreach and academic attractiveness of research are deployed through scientific events organised or co-organised by lecturers/researchers.
EM Normandie Business School Dubai Research Strategy
The EM Normandie Business School, Dubai Research Strategy (2022-2027) stems from the EM Normandie Business School Mission Statement and Strategic Goals. In terms of research, EM Normandie Business School’s Strategy states that “the research community (both internal and external to Dubai campus) will value EM Normandie Business School for:
- The research ethos facilitates intellectual curiosity and scholarly inquiry throughout EM Normandie Business School.
- The quality of EM Normandie Business School’s research output and its leading role in targeted areas of research
- EM Normandie Business School’s collaboration in research consortia and partnerships inside and outside the United Arab Emirates.
Our Goal: Increase EM Normandie Business School Innovative Research
EM Normandie Business School’s Strategic Plan consists of 5 Goals. Goal 2 is focused on research and states the following:
‘Increase faculty, staff, and student innovative research works, focusing on improving the curricula, achieving national goals, and the impact of the economy at the national and international levels.’
This is achieved through two objectives, each of which consists of a set of actions.
Increase research support and recognition
- Allocate sufficient research budget for publication, conference presentation, and other activities. 
- Increase research infrastructure and library resources. 
- Reward faculty and staff with distinguished research output.
Target research and development initiatives that impact the economy and employability in line with the national goals
- Form strategic partnerships and funding with institutions, corporations, governments, and communities to develop research and scholarly works that impact the economy and employability and enhance the quality of life.
- Engage senior undergraduate and graduate students in developing research projects in areas of interest for EM Normandie Business School and the community. 
Research Axes
In line with this focus, EM Normandie Business School has defined five research axes: 
Introduction
The logistics and port management research axe at EM Normandie Business School has been established to enhance the port management and logistics research carried out by our faculty and students associated with the Master in Supply Chain Management – International Logistics and Port Management (ILPM) and Bachelor in International Management – Logistics programs. This centre aims to promote and assist entrepreneurship, innovation, and research in port management and logistics. 
Objectives 
- Conduct cutting-edge research in supply chain management, port management, and logistics.  
- Engage in impactful projects with industry partners and the government in supply chain management, port management, and logistics. 
- Collaborate with external entities and partners in research projects and teaching in supply chain management, port management, and logistics. 
- Offer state-of-the-art courses, workshops & training for the EMN community and the broader society in supply chain management, port management, and logistics. 
- Conduct outreach programs for students to facilitate skill development in supply chain management, port management, and logistics. 
- Provide a research environment for graduate students to conduct research in cooperation with affiliated faculty and staff members in supply chain management, port management, and logistics. 
- Disseminate expertise and knowledge in supply chain management, port management, and logistics. 
Affiliated Researchers
Olivier FAURY
Associate Professor in Supply Chain Management, Logistics
Ulas OZEN
ILPM Master Program Director Associate Professor in Supply Chain Management and Logistics
Sorokhaibam KHABA
Associate Professor in Supply Chain Management and Logistics
Learn more about our programs related to this research area
Discover the Published Research of this area
Introduction
The Sustainable Cities Research Axe (SCRA) aims to promote interdisciplinary research initiatives that aid in developing sustainable cities towards a seamless, effective, secure, joyful, and sustainable living environment. 
With the aim of developing concepts and implementation plans for sustainable cities in the UAE and GCC nations, our objective is to bring together a diverse array of faculty researchers with established expertise in fields like telecommunication, the Internet of Things, sensor technology, transportation, energy, tourism, health informatics, urban planning, and environment. To achieve this, the SCRA will work with the local administration and business community to promote interdisciplinary study, instruction, and outreach. 
Objectives 
- Conduct cutting-edge research in sustainable cities and allied fields like telecommunication, the Internet of Things, sensor technology, transportation, energy, tourism, health informatics, urban planning, and the environment. 
- Engage in impactful projects with industry partners and the government in the fields of sustainable cities and allied areas. 
- Collaborate with external entities and partners in research projects and teaching in the fields of sustainable cities and allied areas. 
- Offer state-of-the-art courses, workshops & training for both the EMN community and the broader society in the fields of sustainable cities and allied areas. 
- Provide a research environment for graduate students to conduct research in cooperation with affiliated faculty and staff members in the fields of sustainable cities and allied areas. 
- Disseminate expertise and knowledge in the fields of sustainable cities and allied areas. 
Affiliated Researchers
Sébastien BOURDIN
Professor in Economic Geography
Anu VIJ
Director of Academic Affairs/Dean Associate Professor of Management Strategy
Rabeb BEN-ABDALLAH
Assistant Professor in Management
Mobility Programs Director Dubaï
Registrar Officer
Yasmine ESSAFI ZOUARI
Assistant Professor in Finance
Bachelor in International Management’
Program Director
Manojkrishnan CHAMPETTIL
Assistant Professor in Human Resources Internal Auditor
Sunaina KAPOOR
Assistant Professor in Management
Introduction
The focus of this research axe spans various disciplinary areas, including artificial intelligence, in multiple areas of marketing, international business, strategic management, cross-cultural consumer behaviour, business development, digital marketing, e-commerce, and other vital sectors, including finance, banking, and real estate. This research axe has been established specifically to support and improve research carried out by our faculty and students associated with the Master in International Marketing and Business Development (IMBD) and Bachelor in International Management- Digital Business and Service industry, with a focus on the AI technology and its related applications in the field of marketing. Our objective is to channel ideas and insights from these disciplines to provide solutions that enhance academic knowledge and benefit the corporate world. 
Objectives 
- Conduct cutting-edge research and engage in impactful projects with industry partners and the government. 
- Collaborate with external entities and partners in research projects and teaching and provide a research environment for graduate students to conduct research in cooperation with affiliated faculty and staff members.  
- Offer state-of-the-art courses, workshops & training for the EMN community and the wider society to disseminate expertise and knowledge.  
Affiliated Researchers
Anu VIJ
Director of Academic Affairs/Dean Associate Professor of Management Strategy
Magali JARA
IMBD Master Program Director Associate Professor in Marketing
Julian HOFMANN
Professor in Marketing Head of Marketing Department
Learn more about our programs related to this research area
Introduction
This research axe has been specifically designed to support research by faculty members and students of the Master in International Marketing and Business Development (IMBD) program and Bachelor in International Management– Digital business and service industry. The focus of the axe is to enhance academic knowledge and provide corporate solutions in all areas of marketing, including digital marketing, sales, advertising, marketing research, service quality, product quality, and other related areas.
Objectives 
- Conduct cutting-edge research in the fields of international marketing and allied areas.  
- Engage in impactful projects with industry partners and the government in the fields of international marketing and allied areas. 
- Collaborate with external entities and partners in research projects and teaching in the fields of international marketing and allied areas. 
- Offer state-of-the-art courses, workshops & training for both the EMN community and the broader society in the fields of international marketing and allied areas.  
- Conduct outreach programs for students to facilitate skill development in the fields of international marketing and allied areas. 
- Provide a research environment for graduate students to conduct research in cooperation with affiliated faculty and staff members in the fields of international marketing and allied areas. 
- Disseminate expertise and knowledge in the fields of international marketing and allied areas. 
Affiliated Researchers
Anu VIJ
Director of Academic Affairs/Dean Associate Professor of Management Strategy
Julian HOFMANN
Professor in Marketing Head of Marketing Department
Learn more about our programs related to this research area
Introduction
This research axe has been established as a general one to cover business and management research areas not included in the other research axes. The areas covered under this research axe include global economic and sector research.
Objectives 
- Conduct cutting-edge research and engage in impactful projects with industry partners and the government. 
- Collaborate with external entities and partners in research projects and teaching and provide a research environment for graduate students to conduct research in cooperation with affiliated faculty and staff members.  
- Offer state-of-the-art courses, workshops & training for the EMN community and the wider society to disseminate expertise and knowledge.
Affiliated Researchers
Anu VIJ
Director of Academic Affairs/Dean Associate Professor of Management Strategy
Sabri BOUBAKER
Full professor in Finance
Yasmine ESSAFI ZOUARI
Assistant Professor in Finance Bachelor in International Management’ Program Director
Sunaina KAPOOR
Assistant Professor in Management
Table of Research Publications
Research at EM Normandie abides by three strong principles:
| Title of Research Publication | Year | Publications |
|---|---|---|
| Cooperation in spare parts systems with penalty cost per unit backlogged | 2024 | 2026-05-12_EM-Cooperation in spare parts systems |
| Winning a Hyper-Competitive Budget Smartphone Market (Case Study) | 2026 | 2026-05-12_Dr. Sunaina_ 02 Conference Proceedings _Research Brief |
| Moral Compass: Impact of Spirituality and Religiosity on Counterfeit Purchase in Emerging Economies | 2026 | 2026-05-12_Dr. Sunaina_ 01 Conference Proceedings _Research Brief |
| Forgiveness In The Face Of Brand Scandals: How Opinions About Corporate Actions And PreScandal Trust And Experience Play A Role | 2025 | 2026-05-12_Dr. Sunaina_Academic Article_Research Brief |
| Role of Eco-Club in Fostering Environmental Sustainability Awareness Among School Students | 2025 | 2026-05-12_Research Brief - Article 3 Manoj |
| Role of Eco-Club in Fostering Environmental Sustainability Awareness Among School Students | 2025 | 2026-05-12_Research Brief - Article 2 Manoj |
| Risk appetite and hedging strategies: the impact of age cohorts in financial markets | 2024 | 2026-05-12_Research Brief - Article 1 Manoj |
| Examining the effects of tyrannical leadership on workplace incivility: interplay of employee low morale and supportive organizational culture | 2024 | 2026-05-12_Research brief for website Dr. Rabeb |
| Employee Wellbeing in the UAE | 2026-05-12_Research brief for website Dr. Rabeb Paper 2 | |
| Determinants of Foreign Direct Investment in the GCC: Evidence from the UAE’s Sustained Attractiveness. | 2026 | 2026-05-12_Research brief - FDI GCC |
| Ease of Doing Business in the Middle East: A Study from Investors’ Perspective | 2025 | 2026-05-12_Research brief - Ease of doing Business |
| Cash VS. Accrual Accounting for Freelancers: An Analysis from the UAE Corporate Tax Perspective | 2025 | 2026-05-12_Research brief - Cash Vs Accrued |
| Prioritizing Solutions to Overcome Remanufacturing Barriers to Implement Circular Economy in the Indian Automobile Sector | 2025 | 2026-05-12_Research brief for website Dr. Khaba |
| Artificial Intelligence in Digital Marketing Strategies in the UAE: The Mediating Role of Predictive Analytics in Enhancing Customer Conversion | 2025 | 2026-05-12_Research brief for website paper3_Dr Anu |
| Sales Pressure and Ethical Selling: Moral Reasoning Framework for Business and Marketing Decisions | 2025 | 2026-05-12_Research brief for website paper2_Dr Anu |
| Unveiling the Impact of Nature-Based Tourism Marketing: A Phenomenological Analysis of Experiences and Emotional Engagement on Tourist Behaviour in the United Arab Emirates | 2024 | 2026-05-12_Research brief for website paper1_Dr Anu |
| Impact of Tourist Phygital Experience on Tourist Visit Intention: Role of Parasocial Interaction | 2026 | 2026-05-12_vimi jham 2026 phygital tourism |
| Cognitive Load and Algorithmic Literacy: Upskilling Gig Workers for Smart and Green Logistics Corridors | 2026 | 2026-05-12_vimi jham 2026 MARLOG conference |
The outreach and academic attractiveness of research are deployed through scientific events organised or co-organised by lecturers/researchers.