Expertise
Dr Nima Heirati is a Senior Lecturer in Marketing at Surrey Business School, University of Surrey. Previously, he held an academic appointment at Queen Mary University of London and Newcastle University Business School. He has a BSc in Mechanical Engineering and an MBA in Business Administration. He obtained his PhD in Strategic Marketing from the University of Tasmania. Before joining academia, Dr Heirati held senior positions as the marketing manager and business development manager at several Middle-Eastern manufacturing firms.
His research relates predominantly to the field of innovation strategy, servitization, business relationships, customer experience, and the impact of artificial intelligence on consumer behaviour. His specific focus is on the challenges involved in business relationships, business model innovation driven by servitization and digitalization, customer participation, and the impact of household robots on consumer experience and well-being. Dr Heirati’s research vision is to make managers, consumers, and policymakers aware of the bright and dark sides of business practices (e.g., interorganizational trust) and technologies (e.g., AI, service robots).
His work has been published in the Journal of Service Research, International Journal of Operation & Production Management, Industrial Marketing Management, Journal of Business Research, Psychology & Marketing among others. He is on the Editorial Board of Industrial Marketing Management, Journal of Business Research, Service Business, Journal of Business and Industrial Marketing, Service Industry Journal, and Australasian Marketing Journal. Nima has taught and teaches courses in Marketing Strategy, Services Marketing, Digital Marketing, Research Method and International Marketing on undergraduate (UG), postgraduate (PG, incl. MBA), and doctoral levels.