Maha Mohammed Yusr

Contact

• workMalaysia Campus
  Jalan Broga
  43500 Semenyih
  Selangor Darul Ehsan
  Malaysia
• Maha.Yusr@nottingham.edu.my

Biography

Dr. Maha Yusr is an assistant professor of marketing and management at Nottingham University Business School (NUBS), The University of Nottingham, Malaysia. She received her PhD in marketing and management from Universiti Utara Malaysia (UUM). She formerly worked as a senior lecturer in the School of Business at Universiti Utara Malaysia. She has published several papers in well-reputed journals indexed in SCOPUS, WOS, and ABS.

Expertise Summary

She is a knowledgeable researcher in the area of innovation, entrepreneurship, sustainability, and new product development.

Teaching Summary

Dr. Maha Yusr has taught various modules in marketing and management such as B2B marketing, supply chain management, the principles of marketing, and management, integrated marketing communication,… read more

Research Summary

I am currently working on a Malaysian higher education-sponsored Fundamental Research Grant Scheme (FRGS) on resilience in Malaysian SMEs manufacturing firms.

Selected Publications

• YUSR, M. M., MOKTAR, S. S., PERUMAL, S. M., SALIMON, M. G., 2022. The Impact of Customer Knowledge Management, TQM and Marketing Capabilities on Product Innovation Performance of Malaysian SMEs: An Empirical Study International Journal of Innovation Science. 14(2), 316-338
• YUSR, M. M., MOKTAR, S. S. M., SALIMON, M. G., FAUZI, W., 2021. How to enhance the success rate of new products in the market International Journal of Business Innovation and Research. 24(4), 478 – 493
• YUSR, M.M., SALIMON, M. G., MOKHTAR, S.S.M., SHAARI, H., ABAID, W.M.A.W., PERUMAL, S., SAOULA, O., 2020. Green innovation performance! How to be achieved? A study applied on Malaysian manufacturing sector Sustainable Futures. 2(1), 1-10
• YUSR, M. M., MOKHTAR, S. S. M., SALIMON, M. G., & PERUMAL, S., 2018. The Strategic Options to Enhance Competitive Advantage of Companies GeoJournal of Tourism and Geosites. 21(1), 123-132

• View all publications

Dr. Maha Yusr has taught various modules in marketing and management such as B2B marketing, supply chain management, the principles of marketing, and management, integrated marketing communication, creativity and innovation, digital marketing, and marketing management.

Past Research

Previously, I led Fundamental Research Grant Scheme (FRGS) research on the sustainability of SMEs in Malaysian manufacturing companies.

• SAOULA, O.,, ABID, M.F.,, AHMAD, M.J.,, SHAMIM, A.,, PATWARY, A.K., and YUSR, M.M., 2023. Forging customer satisfaction through commitment-trust factors in financial insurance services: moderating role of corporate image. Journal of Islamic Marketing. 08-2021-0257
• YUSR, M. M., MOKTAR, S. S., PERUMAL, S. M., SALIMON, M. G., 2022. The Impact of Customer Knowledge Management, TQM and Marketing Capabilities on Product Innovation Performance of Malaysian SMEs: An Empirical Study International Journal of Innovation Science. 14(2), 316-338
• YUSR, M. M., ALIYU, O. A., KHATTAK, A., SALIMON, M. G. and MUHAMMAD, S., 2022. Determinants of SMEs’ product innovation performance in Malaysia: an extended model Cogent Business & Management. 9(1), 1-24
• YUSR, M. M., MOKTAR, S. S. M., SALIMON, M. G., FAUZI, W., 2021. How to enhance the success rate of new products in the market International Journal of Business Innovation and Research. 24(4), 478 – 493
• YUSR, M.M., SALIMON, M. G., MOKHTAR, S.S.M., SHAARI, H., ABAID, W.M.A.W., PERUMAL, S., SAOULA, O., 2020. Green innovation performance! How to be achieved? A study applied on Malaysian manufacturing sector Sustainable Futures. 2(1), 1-10
• YUSR, M. M., MOKHTAR, S. S. M., SALIMON, M. G., & PERUMAL, S., 2018. The Strategic Options to Enhance Competitive Advantage of Companies GeoJournal of Tourism and Geosites. 21(1), 123-132
• YUSR, M. M., MOKHTAR, S. S. M., OTHMAN, A. R. and SULAIMAN, Y., 2017. Does interaction between TQM Practices and Knowledge Management Processes Enhance the Innovation Performance? International Journal of Quality & Reliability Management. 34(7), 955-974