Dr Mahabubur RAHMAN

Associate Professor

Department : Marketing

Nationalities :


  • Strategic Marketing
  • Global Marketing Strategy
  • Global Marketing Management
  • Strategic Brand Management


  • Doctor of Philosophy in Marketing, Smurfit Graduate Business School, University College Dublin, Republic of Ireland,
  • Master of Science in Marketing, Umea School of Business, Umea University, Sweden,
  • Masters of Bank Management, Bangladesh Institute of Bank Management, Bangladesh
  • Bachelor of Social Science, University of Dhaka, Bangladesh


  • Journal of Advertising Research, Best paper award, 2017
  • Donald Shawver Branding Strategy and Research Best Paper Award, Marketing Management Association Conference, Chicago, USA 2020

Research Interests

  • Marketing strategy and firm performance
  • Efficiency and productivity in the context of Marketing
  • Branding strategy and company performance
  • Marketing in the context of Mergers & Acquisitions

Work Experience


  • Associate Professor, Marketing Academic Area, Rennes School of Business (September 2019 – Present)
  • Assistant Professor, Marketing Academic Area, Rennes School of Business (September 2015 – August 2019)
  • University College Dublin, Part-time Instructor, University College Dublin, Ireland, (September 2012 – May 2015)
  • RMIT International University, Lecturer, (Offshore campus of RMIT, Australia), Vietnam, (June 2011 – August 2012)

Intellectual contributions

Refereed Articles – Discipline-Based Scholarship

  • Rahman, M., Jang, S., & Ahmed, S. (2023). How does selling capability impact firm value? The moderating role of relative strategic emphasis, market volatility and technological volatility. British Journal of Management. https://doi.org/10.1111/1467-8551.12659 (In press).
  • Rahman, M. (2023). The virtuous circle between green product innovation and performance: The role of financial constraint and corporate brand. Journal of Business Research, 154, 113296.
  • Faroque, A., Torkkeli, L., Sultana, H., Rahman, M. (2022). Network exploration and exploitation capabilities and foreign market knowledge: The enabling and disenabling boundary conditions for international performance. Industrial Marketing Management. 101. 258-271, https://authors.elsevier.com/sd/article/S0019-8501(21)00255-8
  • Rahman, M., Faroque, A., Sakka, G., Ahmed, Z.U. (2022). Impact of Negative Customer Engagement on Market-Based Assets and Financial Performance. Journal of Business Research, 138, 422-435.
  • Faroque, A., Kuivalainen, O., Ahmed, J. U., Rahman, M., Roy, H., Ali, Y., Mostafiz, M. I. (2022) Performance implications of export assistance: The mediating role of export entrepreneurship. International Marketing Review, (In-press).
  • Faroque, A., Sultana, H., Ahmed, J., Ahmed, F., Rahman, M. (2022) The standalone and resource-bundling effects of government and nongovernment institutional support on early internationalizing firms’ performance. Critical Perspectives on International Business, (In-press)
  • Aziz, S., Rahman, M., Hussain, D., & Nguyen, D. K. (2021) Does corporate environmentalism affect firm insolvency risk? the role of market power and competitive intensity. Ecological Economics. Volume 189, 107182
  • Rahman, M., Rodríguez-Serrano, M.A., Hughes, M. (2020) Does Advertising Productivity Affect Organizational Performance? Impact of Market Conditions. British Journal of Management, https://doi.org/10.1111/1467-8551.12432
  • Rahman, M. (2020) Dynamic Marketing Productivity and Firm intangible value: Insights from Airlines Industry, Journal of Marketing Theory and Practice, (In-press)
  • Rahman, M., Lambkin, M. and Shams, R. (2020) Cross-border mergers and acquisitions: impact on marketing capability and firm performance, Journal of General Management, (In-press)
  • Rahman, M., Aziz, S., Hughes, M. (2020) The product-market performance benefits of environmental policy: Why customer awareness and firm innovativeness matter. Business Strategy and the Environment 2020; 1–18. DOI: 10.1002/bse.2484
  • Rahman, M., Serrano, M. R., and Lambkin, M. (2020) Advertising efficiency and profitability: Evidence from the pharmaceutical industry, Industrial Marketing Management, In-press
  • Rahman, M., Rodríguez-Serrano, M.A., Lambkin, M. 2019. Brand equity and firm performance: the complementary role of corporate social responsibility, Journal of Brand management, Volume 26, Issue 6, November 2019, pp. 691-704
  • Rahman, M., Serrano, M. R., and Lambkin, M. (2018) Brand management efficiency and firm value: An integrated resource-based view and signalling theory perspective, Industrial Marketing Management, 72, 112-126
  • Rahman, M., Serrano, M. R., and Lambkin, M. (2017) Corporate Social Responsibility And Marketing Performance: The Moderating Role of Advertising Intensity, Journal of Advertising Research, 57 (4) (JAR-2017 best paper winner)
  • Rahman, M., Lambkin, M., Hussain, D. (2016) Value creation and appropriation following M&A: A data envelopment analysis, Journal of Business Research, 69 (12)
  • Rahman, M., Lambkin, M. (2015) Creating or Destroying Value through Mergers and Acquisitions: A Marketing Perspective, Industrial Marketing Management, Vol 46
  • Rahman, M. (2014) Differentiated brand experience in brand parity through branded branding strategy, Journal of Strategic Marketing, Vol. 22, Issue 7

Refereed Proceedings – Discipline-Based Scholarship

  • RAHMAN, Mahabubur and M. Ángeles Rodríguez-Serrano. Advertising as a source of competitive advantage for industrial firms: An empirical investigation. In: Marketing Management Association, Chicago, United States of America, March 2019
  • Rahman, M., Serrano, M. R. (2018) Does brand value affect firm value? A panel data analysis. Marketing Management Association (MMA), Chicago, USA
  • Rahman, M., (2018), Do Emerging Market Firms Benefit from Acquisitions? A Marketing Perspective, 4th Academy of Business and Emerging Markets conference, Manila, Philippines
  • Rahman, M. and Lambkin, (2017) M. Cross-border M&A: Implications for marketing capability. Academy of Marketing Science (AMS), San Diego, California, USA
  • Rahman, M. (2017) Redeployment of brand assets following M&A by emerging market firms. The 10th annual Euromed academy of business (EMAB) conference, Rome, Italy
  • Rahman, M., Serrano, M. R., Lambkin, M. (2016) Corporate social responsibility (CSR) and marketing performance: role of commitment to the customer relationship Academy of Marketing Science (AMS), Florida, USA
  • Rahman, M., Lambkin, M. (2015) Measuring marketing efficiency in Mergers and Acquisitions (M&A): A Data Envelopment Analysis (DEA) approach, Academy of Marketing Science (AMS), Denver, Colorado, USA
  • Rahman, M., Lambkin, M. (2014) Re-engineering brand portfolio following mergers and acquisitions (M&A): A conceptual framework, Academy of Marketing Science (AMS), Indianapolis, USA, 2014
  • Rahman, M., Lambkin, M. (2014) Do Mergers and acquisitions lead to brand portfolio Re-engineering? British Academy of Management (BAM), Belfast, United Kingdom, 2014
  • Rahman, M., Lambkin, M. (2013) A Marketing model for investigation of post-merger performance, Irish Academy of Management (IAM), Waterford, Ireland, 2013
  • Rahman, M., Lambkin, M. (2013) Horizontal Mergers and Acquisitions: how winners and losers differ: A Marketing perspective, Euromed Academy of Business, Estoril, Portugal, 2013

Presentations of Refereed Papers


  • Rahman, M., Anisur R Farooq. The financial contributions of environmentally friendly products: An empirical investigation. International Conference on New Trends in Management, Business and Economics. Athens, Greece, 3-5 december 2021