Dr Zubin Sethna
Head of PG Programme(s)

Email: zubin.sethna@regents.ac.uk
LinkedIn: View LinkedIn Profile
Subject(s): Business & Management

Professional Biography

Dr Zubin Sethna is a Principal Lecturer (Associate Professor) in Entrepreneurial Marketing and Consumer Behaviour at Regent’s Business School. Previously he has worked in a variety of universities in the UK and, as an Associate Professor of Marketing, Zubin has been responsible for managing a postgraduate portfolio with approximately 1500 students and an income of over £15m.  He has previously taught Innovation and Entrepreneurship on an AMBA accredited MBA programme.  He is a graduate of The University of Stirling (PhD).

Dr Sethna is a qualified marketing practitioner as well as an entrepreneur.   He has successfully launched five businesses (one of which won a UK National Award). In his capacity as Managing Consultant at Baresman Consulting (www.baresman.com), he has integrated marketing strategy/communications with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors (Health Care, Professional Services, Music, Travel, Manufacturing, Retail, IT, Education and ‘cottage’ industries).

This passion for entrepreneurship and marketing is very evident in his book (with Roz Jones and Paul Harrigan) Entrepreneurial Marketing: Global Perspectives (Emerald Publishing, 2013).

The 3rd Edition of his textbook, published by SAGE, has fast become the UK and Europe's most popular textbook in 'Consumer Behaviour' and is now a bestseller! The 4th Edition is in print and will be published in March 2019.  

Dr Sethna has conducted research in the UK, Europe, India and China, and has raised external funding of over £500k for various academic projects.  He is Co-Chair of the Academy of Marketing's Special Interest Group on 'Entrepreneurial and Small Business Marketing' and has been invited to conduct keynote lectures at HE institutions in the UK, EU, China and India. 

Dr Sethna is the Editor-in-Chief of the prestigious Journal of Research in Marketing and Entrepreneurship, and regularly reviews for a variety of other marketing and entrepreneurship journals.

Qualifications

  1. PhD in Entrepreneurial Marketing (Pass with no corrections), University of Stirling (2014)
  2. MSc in Marketing (Pass with Distinction), University of Glamorgan (2002)
  3. Postgraduate Certificate in Higher Education (Pass), University College Northampton (2001)
  4. Postgraduate Diploma in Marketing (Merit), De Montford University (1997)
  5. Certificate in Project Management (Pass), Association of Project Management (2005)

Relevant Past Employment

  • 2012-2014 - Principal Lecturer (Associate Professor) in Marketing, University of Bedfordshire
  • 2007-2012 - Senior Lecturer (Assistant Professor) in Marketing, University of Westminster
  • 2007-present - Visiting Scholar of Entrepreneurial Marketing, University of Stirling

Professional Affiliation(s)/Accreditation

  • Fellow, The Chartered Institute of Marketing FCIM, 1997
  • Fellow, Chartered Management Institute FCMI, 2016
  • Chartered Marketer, Chartered Institute of Marketing, 1997
  • Fellow, The Royal Society of Arts FRSA, 2005
  • Member, Academy of Marketing MAM, 2003
  • Senior Fellowship, Higher Education Academy SFHEA, 2016
  • Fellow, Academy of Marketing Science FAMS, 2008
  • Fellow, Global Marketing Network FGMN, 2010

Teaching & Course Development

  • MSc Marketing Psychology
  • Entrepreneurial Marketing
  • Social Media Marketing
  • Marketing Concepts
  • Research Methods in Entrepreneurial Marketing
  • Innovation and Entrepreneurship
  • Entrepreneurship and Luxury
  • Cross-Cultural Influences on Marketing and SMEs
  • International Marketing
  • Marketing Metrics

Research Supervision

With Dr Sethna as their supervisor, the following students have produced award-winning theses:

  • Angela Schneider, (PG Faculty Prize, University of the Arts London)
  • Ana Gomez, (PG Faculty Prize, University of the Arts London)
  • Agha M Ali Khan, (PG Faculty Prize, University of Westminster)
  • Tammy Shina, (University Prize, University of Westminster)
  • Jade Taylor, (University Prize, University of Westminster)
  • Hanna Hultman, (University Prize, University of Westminster)

I have two PhD completions, and am currently also supervising two PhD students.

Examining

  • PhD Supervision, University of South Wales, (2016-present)
  • PG Examiner for Innovation and Entrepreneurship Programme, Imperial College London (2014)
  • External Examiner PG Programmes, University of Glamorgan (2008-2010)
  • External Examiner PG Programmes, University of South Wales (2011-present)
  • External Examiner UG Programmes, University of Northampton (2009-2013)
  • External Examiner PG Programmes, University of Hertfordshire (2015-present)

In addition, I have examined PhD vivas for a number of UK and international universities (including the University of Melbourne) in topics related to entrepreneurial marketing and consumer behaviour.

Research Interests

Entrepreneurial Marketing (EM); Interplay between Marketing, Entrepreneurship & Ethnicity; SME Beliefs and Attitudes; Measurement of Implicit Entrepreneurial Cognition; Consumer Behaviour; EM in Emerging Economies; Entrepreneurial Strategies.

Publications

Books and Book Chapters

  1. Sethna, Z., and Nightingale, K. (in publication, early 2019) Entrepreneurial Marketing and the 4S Model, (Chapter) in I. Fillis and N. Telford (editors) Entrepreneurial Marketing Handbook, Edward Elgar Publishing, Cheltenham.
  2. Sethna, Z., Fakoussa, R., and Bamber, D. (2018) The Young Ones, Shopping and Marketing Channels, Chapter 9 in A. Gbadamosi, (editor) Young Consumer Behaviour, Routledge (Taylor and Francis), London.
  3. Sethna, Z., Fakoussa, R., and Evans, G. (in publication, early 2019) Contemporary Global Marketing (Chapter) in A. Gbadamosi, (Editor) Contemporary Global Marketing, SAGE Publications.
  4. Sethna, Z., Jones, R., and Fakoussa, R. (forthcoming in 2019) 'Entrepreneurial Marketing: A Student Handbook', (Under contract with SAGE for publication in 2018)
  5. Sethna, Z., and Blythe, J. (In publication, 2019) Consumer Behaviour – 4th Edition. SAGE Publications, London. UK (Due to be published March 2019)
  6. Sethna, Z., and Blythe, J. (2016) Consumer Behaviour – 3rd Edition. SAGE Publications, London. UK ISBN 978-1473919136 (Best Seller)
  7. Sethna, Z., Jones, R., and Harrigan, P., (2013) 'Entrepreneurial Marketing: Global Perspectives', Emerald Publishing, UK ISBN-13: 978-1781907863
  8. Sethna, Z. (2013) Marketing Planning and Strategy for Value Delivery, Chapter 11 in A. Gbadamosi, S. Nwankwo and I. Bathgate, (editors) Principles of Marketing: a value-based approach, Palgrave MacMillan, London ISBN: 978-0-230-39270-0, ISBN10: 0-230-39270-9
  9. Sethna, Z., (2012) Analysis commentary of Real Voices case studies: in 2nd Edition of Solomon, M. R. et al (2012) Marketing: Real people, Real Decisions., Harlow, Pearson Education Limited ISBN 978-0-273-78098-4
  10. Sethna, Z., (2009) Analysis commentary of Real Voices case studies: Chapter 7 Creating the Product, in 1st Edition of Solomon, M. R. et al (2009) Marketing: Real people, Real Decisions., Harlow, Pearson Education Ltd ISBN 978-0-273-70880-3

Journal Publications

  1. Sethna, Z. (with Deacon, J., Hansen, D., Pascal, V.) (R&R Accepted, 2018) ‘Beginning of a Natural Selection Process for Marketing-Entrepreneurship Interface Frameworks, SI: 30 Years of EM research. In, Journal of Business Research.
  2. Sethna, Z. and Jones, R. (2013) Research at the entrepreneurship and marketing interface: contemporary issues in global economies, Special Issue (Eds) Z.Sethna and R. Jones, Journal of Research in Marketing and Entrepreneurship, v15 n1, pp 4-11
  3. Sethna, Z (with Miles, M., Gilmore, A., Harrigan, P., Lewis, G.) (2014) ‘Exploring Entrepreneurial Marketing’, Journal of Strategic Marketing (JSM – ABS 2*)
  4. Sethna, Z., Jones, R., and Edwards, R. (2014) Indigenous and Non-Indigenous Entrepreneurs: The Significance of Business and Social Contexts. Journal of Global Business Advancement ISSN online: 1746-9678
  5. Sethna, Z., Jones, R., Edwards, R. (2013) Entrepreneurial Species: Influences of Business and Social Contexts on Indigenous and Non-Indigenous Types. World Review of Entrepreneurship, Management and Sustainable Development, ISSN 1450-2194
  6. Sethna, Z. and Jones, R. (2013) Research at the entrepreneurship and marketing interface: contemporary issues in global economies, Special Issue (Eds) Z.Sethna and R. Jones, Journal of Research in Marketing and Entrepreneurship, v15 n1, pp 4-11
  7. Sethna, Z. (2012) India: Urban management challenges for the future, Journal of Town and City Management, v2 n4
  8. Sethna, Z., (2006) An investigation into how individual and organisational consumption is affected when dealing with SME organisations from emerging economies, Asia Pacific Journal of Marketing and Logistics, v18 n4, ISSN 1355-5855

Current Working Papers 

  1. Sethna, Z. (working paper) Entrepreneurial Marketing and the Zarathustrian Entrepreneur: Thoughts, Words and Deeds, (for Business History (BH, ABS 4*)) 
  2. Sethna, Z. and Jones, R. (working paper) Is change needed’ The UKs current social and political construction of the concrete ceiling faced by BEM entrepreneurs, (for Entrepreneurship and Regional Development (ERD, ABS 3*)) 
  3. Sethna, Z. (Working Paper) Don’t say Tata! Managing Religio-Cultural Characteristics of the Zarathustrian Owner-Manager: SME and the impact of religion and culture, (for Enterprise and Society (ABS 3*))

Other Outputs

Pedagogical Materials

Case: A Taste of Malta. (2013) Marketing Planning in the Maltese Wine Sector, and teaching note, Palgrave Macmillan.

Conference/International Research Colloquium Convenorships

  1. Chair, Convenor and editor of proceedings of GRSME Global Research Symposium on Marketing and Entrepreneurship July 2019, hosted by Regent’s University London.
  2. Entrepreneurial Marketing Track Co-Chair: Academy of Marketing Conference, UK, 2010-
  3. Convenor and editor of proceedings of 24th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, ‘Entrepreneurial Marketing and its Regional Impact’ hosted by University of Huddersfield, January 2019.
  4. Convenor and editor of proceedings of 23rd Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, ‘EM: a Global Perspective’ hosted by University of South Wales, April 2018.
  5. Convenor and editor of proceedings of 19th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, ‘Sustainability, Entrepreneurial Marketing and Marketing Practice in SMEs’ hosted by University of Birmingham, September 2014.
  6. Convenor and editor of proceedings of 18th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, hosted by University of Glamorgan, July 2013.
  7. Convenor and editor of proceedings of 17th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, hosted by University of Southampton, July 2012.
  8. Convenor and editor of proceedings of 16th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, hosted by University of Liverpool, July 2011.
  9. Convenor and editor of proceedings of 15th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, hosted by University of Coventry, July 2010.
  10. Convenor and editor of proceedings of 14th Academy of Marketing/AMA SIG Conference of the Entrepreneurship and Small Business Marketing SIG, University of Westminster, London, January 2009.

Other external publications

  1. Sethna, Z. (2018) Is London really the bet city in the world to become an entrepreneur? Article in The Guardian Newspaper, https://www.theguardian.com/international-leadership/2018/jun/11/is-london-the-best-city-in-the-world-to-become-an-entrepreneur.
  2. Sethna, Z. and Nightingale, K. (In press for 2018) Entrepreneurial Marketing and the 4S Model, in SynergyZ. Publication of the WZ Chamber of Commerce, Dec 2018.
  3. Sethna, Z (in Press for 2019) Zoroastrianism and Entrepreneurship, in SynergyZ. Publication of the WZ Chamber of Commerce, July 2019.
  4. Sethna, Z., Evans, G., Butler, G., Deacon, J., (forthcoming 2019) TEDx Regents.

Keynote addresses and Endowed Lectures

  1. Keynote Address, SME Futures, Bedfordshire Chamber of Commerce, 1996
  2. Keynote, Trying Touch: The power of aromatherapy, BUPA Health Care, 1997
  3. Keynote, Four Point Aromatherapy benefits, The Care Partnership, 1998
  4. Keynote Address, Retail Environment & Education, The British Council, Secretary-General, Ministry of Education, Government of Thailand and Senior Business Leaders from Thailand, 2004
  5. Keynote, Zoroastrian Chamber of Commerce Regional Conference, Ahmadabad, India, Fuelling the Entrepreneurial Fire, 2005
  6. Keynote, Indian Chamber of Commerce Annual Conference, Mumbai, India, International buying behaviour and the Emerging Economies, 2006
  7. Professor Cheng Endowed Lecture, UK SME decision making processes and the Emerging Economies. University of Beijing Union, China, 2008
  8. Panel Chair, Lloyds TSB Bank Small Business Symposium, 2008
  9. Keynote, Let’s talk EM, University of Westminster, 2011
  10. Keynote, Academy of Marketing Science, Using an Entrepreneurial Marketing roadmap to secure the organisational future, Monterey Bay, California - USA, 2013
  11. Keynote, Academy of Marketing, Using an Entrepreneurial Marketing roadmap to secure the organisational future, Cardiff - UK, 2013
  12. Keynote in Track, Academy of Marketing, Using an Entrepreneurial Marketing roadmap to secure the organisational future, Cardiff - UK, 2013
  13. Invited Speaker, ‘Creativity Marketing Seminar Series’, ESCP Europe London, 2014
  14. Dr Indu Shahani Endowed Lecture, ‘Indo-British Relationships Post-Brexit’, ISME Mumbai, 2017
  15. Invited Speaker, Religion and Marketing, Birmingham Council of Faiths, 2017

Editorial Service

Editor-in-chief:

  • Journal of Research in Marketing and Entrepreneurship (an Emerald Journal) 2016 http://emeraldgrouppublishing.com/products/journals/editorial_team.htm?id=jrme

Proceedings Editor:

  • (with R.Jones), Academy of Marketing, Entrepreneurial and Small Business Marketing Special Interest Group Symposiums, 2009-2014

Associate Editor:

  • Journal of Asia Entrepreneurship and Sustainability, 2009-2010

Editorial Board Member:

  • Journal of Research in Marketing and Entrepreneurship, 2010-present
  • Journal of Town and City Management, 2009-2011

Ad-hoc Reviewer (Journals):

  • Journal of Business Research 
  • Journal of Marketing Management
  • Academy of Marketing
  • Journal of Strategic Marketing
  • Journal of Family Business Management
  • International Entrepreneurship & Management Journal
  • International Journal of Non-profit and Voluntary Sector Marketing
  • International Journal of Retail and Distribution Management
  • Journal of Small Business and Entrepreneurship
  • Asia Pacific Journal of Marketing and Logistics
  • Journal of Business-to-Business Marketing
  • Direct Marketing: An International Journal
  • EuroMed Journal of Business
  • World Review of Entrepreneurship, Management and Sustainable Development
  • Journal of Global Business Advancement

Ad-hoc Reviewer (Other):

SAGE Publications; Kogan Page; Emerald; Academy of Marketing (UK); Academy of Marketing Science (USA); FT Prentice Hall; Global Marketing Network; International Marketing SIG AM; International Business Information Management Association (IBIMA); European Association for Education and Research in Commercial Distribution; Institute of Small Business and Entrepreneurship; Canadian Council for Small Business and Entrepreneurship.

Conference Papers Given

Conference Proceedings (Double-Blind Peer Reviewed)

  1. Sethna, Z., Hansen, D., McKinnon, R. (2018) A Transatlantic Exploration into Transgender Entrepreneurship: Initial Case Studies of Changing Environments, Babson College of Entrepreneurship, Boston, USA.
  2. Sethna, Z., Hansen, D., McKinnon, R. (2018) ‘Transgender Entrepreneurship: A Transatlantic Exploration. In: refereed proceedings of Academy of Marketing Conference 2018, University of Stirling.
  3. Sethna, Z., and Nightingale, K. (2017) Key elements of the 4S model. In: refereed proceedings of Global Research Symposium of Marketing and Entrepreneurship, Babson College of Entrepreneurship, San Francisco, USA.
  4. Sethna, Z., and Nightingale, K. (2017) EM and the 4S Model. In: refereed proceedings of Academy of Marketing Conference 2017, University of Hull.
  5. Sethna, Z., and Egan, J. (2016) Radical Food Start-ups and their Stories. In: refereed proceedings of Academy of Marketing Conference 2016, University of Northumbria.
  6. Sethna, Z. (2015) Entrepreneurial Marketing and the Zarathustrian Entrepreneur: Thoughts, Words and Deeds. In: refereed proceedings of Academy of Marketing Conference 2015, University of Limerick.
  7. Sethna, Z., and Jones, R., (2014) Sustainability, Entrepreneurial Marketing and Marketing Practice in SMEs: An Introduction. In: refereed Proceedings of 19th Academy of Marketing/AMA SIG Symposium of the Marketing/Entrepreneurship Interface SIG, University of Birmingham – Sept 2014

BEST PAPER IN TRACK AWARDED by ACADEMY OF MARKETING

  1. Sethna, Z., Jones, R., Karas, E. (2014) Entrepreneurial Marketing: Technology acceptance in SMEs. In: refereed proceedings of Academy of Marketing Conference 2014, University of Bournemouth.
  2. Sethna, Z., and Foxell, E. (2012) ' Exploring Maltese Entrepreneurial Marketing over a glass of wine', In: refereed proceedings of Academy of Marketing Conference 2012, University of Southampton
  3. Jones, R., Sethna, Z., Edwards, R., (2011) 'Indigenous and Non-Indigenous Entrepreneurs: the significance of business and social contexts' ”, In: refereed proceedings of European Entrepreneurial Marketing Summit 2011, Montpellier Business School, France.
  4. Sethna, Z., (2011) ' Are we going around in circles? Diasporic SMEs: a conceptual pattern in the field of the entrepreneurial networks.' ”, In: refereed proceedings of Academy of Marketing Conference 2011, University of Liverpool, ISBN 978-0-9561122-24
  5. Sethna, Z. and Hassan, M.A., (2010) ‘SMEs, Financial-WMD and Business Conversion to Islam’ ”, In: refereed proceedings of Academy of Marketing Conference 2010, University of Coventry, ISBN 978-1-84600-0317
  6. Sethna, Z., “Entrepre-natal education: Psalm 139 and the birth of business” ”, In: refereed proceedings of Academy Of Marketing Conference 2009, Leeds Metropolitan University ISBN 978 0 9560099 6 8
  7. Sethna, Z. and Schneider, A, “England v Germany – Do they tell it like it is?”, (Internal Comunication of Corporate Social Responsibility within the Retail Banking Sector: a comparison of UK and German experiences) – ”, In: refereed proceedings of Academy Of Marketing Conference 2008, Aberdeen University¸ ISBN 978-1-901085-94-5
  8. Sethna, Z. and Foxell, E., “Tandoori and Tagiatelle: 2nd generation ethnic entrepreneurs in the B2B Cultural Hotpot”, In: refereed proceedings of 3rd International Conference on Business Market Management, University of St Gallen, Switzerland
  9. Sethna, Z., (2008) “Wha’ppun Star? Wa a gwaan?”, In: Refereed Proceedings of 13th Academy of Marketing/AMA SIG Symposium of the Entrepreneurship and Small Business Marketing SIG, University of Wales, Newport - Jan 2008
  10. Sethna, Z., (2007) “Flying the services flag of retail excellence at half-mast”, In refereed proceedings of 21st Service Workshop – Service Science: Trans-disciplinary approaches and advances for the 22nd century – Taxi to the change runway – University of Westminster, 15-17 November 2007¸ISBN 978-0-9552685-4-0
  11. Sethna, Z., “The Importance of Cultural Resources to 1st and 2nd generational ethnic entrepreneurs”, In refereed Proceedings of ICMPEE2007 Conference, Indian Institute of Management Ahmedabad, India, 03-07 Jan 2007
  12. Sethna, Z., (2006) “Flagships: Flying an Ethnic Flag? Automotive retail flagship stores and their drive to pickup customers” In refereed proceedings of Academy of Marketing Conference, Middlesex University, London, July 2006, ISSN 190 475 0494
  13. Sethna, Z., and Kent, A (2006) “Retail Training for 2012: SMEs and the case for performance enhancing drugs!” In refereed proceedings of Academy of Marketing Conference, Middlesex University, London, July 2006 ISSN 190 475 0494
  14. Sethna, Z., (2006) Flagships: Flying an Ethnic Flag? Automotive retail flagship stores and their drive to pickup customers, In refereed proceedings of ‘Spaces & Places: Exploring the ‘Flagship’ Concept Conference’ at The University of the Arts London, May 2006 ISSN 187 0540 59X
  15. Sethna, Z., (2005) “To buy or not to buy, that my friend is the question” (Mr Shakespearewala) UK-based Indian entrepreneurs and their consumption attitudes when buying from India, In: refereed Proceedings of 10th Academy of Marketing/AMA SIG Symposium of the Marketing/Entrepreneurship Interface SIG, Southampton University - Jan 2005
  16. Sethna, Z., (2005) An investigation into the factors of the operating environment of organisations affecting individual and organisational consumption and buying behaviour within emerging economies, in refereed Proceedings of ICMPEE2005 Conference, Indian Institute of Management Ahmedabad, India, 12-13 Jan 2005
  17. Sethna, Z., and Kent, A (2005) Detail for Retail: a benchmarked examination of training and needs in the retail sector in East London, in refereed proceedings of CIRM2005, Manchester Metropolitan University, November 2005
  18. Sethna, Z., (2004) “Fuelling the entrepreneurial fire”, In: Refereed Proceedings of 9th Academy of Marketing/AMA Entrepreneurship Symposia on Entrepreneurship and Small Business Marketing, Stirling University.
  19. Sethna, Z., (2004) “Picture This – Asian Retailers and their Branding Perspectives”, In: Proceedings of EAERCD Conference, London College of Communication, 30 June – 2 July 2004. ISSN 187 0540 549

Grants Awarded

Dr Sethna has secured over £500,000 worth of competitive research and consultancy funding from grant providing bodies including Department for Education and Skills, Learning and Skills Council, UK universities, The Princes Youth Business Trust, and private companies.