Dr. Javed Shaikh is an Assistant Professor in the Marketing area at the Management Development Institute (MDI) Murshidabad. He recently completed a full-time postdoctoral fellowship at the Indian Institute of Management Amritsar (IIM Amritsar) and holds a Ph.D. in Commerce and Management with a specialization in Marketing from Gujarat University, Ahmedabad. Previously, he served as an Assistant Professor at several reputed business schools and brings over 14 years of combined experience across teaching, research, and the corporate sector. He also spent five years as an Academic Associate at the Indian Institute of Management Ahmedabad (IIMA), where he developed strong expertise in case-based teaching, research methodologies, data analysis, and scholarly academic writing.

Dr. Javed Shaikh’s research explores the intersectionality of markets, marketing and society, with a particular focus on transformative consumer research (TCR) for marginalized communities, including subsistence consumers, small farmers, and underserved marketplaces. He aims to shed light on the experiences of ostracized groups, such as low-income consumers, migrant labours, and LGBTQ+ individuals, to promote inclusive and sustainable market solutions that benefit both businesses and society. His current research interests extend across marketing, consumers, and public policy, emphasizing broader topics such as consumer (dis)empowerment, consumer well-being, consumer justice through the theoretical lens of consumer culture theory (CCT) and Marketing systems. He is also interested in core areas of marketing such as consumer-based brand equity and strategic branding.

He utilizes both quantitative and primarily qualitative research methodologies, with a strong emphasis on the interpretive phenomenological research approach to construct his research findings. In his quantitative methodologies, he followed the multi-step scale development process outlined by DeVellis and Churchill. His works have been published in various top-tier international journals including the Journal of Macromarketing (JMK), Journal of Consumer Affairs (JCA), and Journal of Food Products Marketing (JFPM). He has number of international and national conference presentations to his credit.