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University of Exeter Business School

Professor Muhammad Mustafa Kamal

Professor Muhammad Mustafa Kamal

Associate Professor in Sustainable Operations and Analytics & Head of Operations and Analytics Department


 (01392) 722133

 Building:One CSAM office


Building:One,  University of Exeter, Rennes Drive,  Exeter,  EX4 4ST, UK


Muhammad Mustafa Kamal, an Associate Professor in Sustainable Operations and Analytics and Deputy Head of the Management Department and, as such, heading the Operations and Analytics Department at the University of Exeter Business School, brings a wealth of academic expertise and a commitment to fostering collaborative scholarly and research initiatives. Prior to joining the University of Exeter, Kamal was an Associate Professor in Supply Chain Management, and Curriculum Lead (Head of Subject Group) in Business Analytics and Digital Transformation at Coventry University. He earned his PhD in Information Systems from Brunel University London, focusing on the adoption and evaluation of enterprise integration technologies in local government authorities in the United Kingdom. As a participant in numerous research grants bringing in income well over £1million, Kamal has published over 100 research papers exploring the technological paradoxes and artificial intelligence implementation, supply chain digitalisation, emergency medical supplies scheduling, digitalisation in omnichannel healthcare supply chain businesses, adoption of additive manufacturing for sustainable operations, impact of big data analytics on supply chain operations, enabling circular supply chain artificial intelligence adoption in food supply chains, value co-creation through social innovation, enabling sustainable energy futures, green supply chain collaboration, and analysing supply chain integration, and circular economy implementation. He is a regular presenter at UK, EU, and international conferences such as BAM, AMCIS, ECIS, HICSS, EMCIS and also published in POMS, IPSERA and Logistics Research Network.

In addition to his academic achievements, Kamal has played pivotal roles in significant research capacity building projects. As a Co-Investigator, he contributed to a joint program initiated by the British Council in Pakistan and the Higher Education Commission (HEC). This programme aimed to strengthen partnerships between higher education sectors in Pakistan and the UK, with a focus on enhancing the capacity of Higher Education Institutions (HEIs) for knowledge generation and research uptake. Kamal's contributions encompassed training potential researchers in writing competitive grant proposals, offering tailored support for female PIs, training reviewers in line with international best practices, enhancing the research management capacity of Pakistan university Offices of Research, Innovation, and Commercialization (ORICs), and providing training and support to PIs and Co-PIs on research project management.

Moreover, Kamal continued his commitment to capacity building in Pakistan through a programme focused on enhancing the capabilities of PhD supervisors in HEIs. Partnering with Coventry University, this initiative aimed to address the challenges faced by HEIs in developing regions, particularly in terms of generating and disseminating new knowledge. Kamal, as a Co-Investigator, played a crucial role in developing baseline studies, conducting in-depth interviews with academics in Pakistan HEIs, and providing training to enhance supervisory skills for PhD students. This project aligns with the Sustainable Development Goal (SDG) of Quality Education, promoting inclusive and equitable quality education opportunities. Successful third-party evaluation of the Supervisor Capacity Building training is a testament to the significant influence on various cohorts and the enduring impact it promises for supervisor development and training in Pakistan in the future.

The impact of Kamal's work is not confined to academia alone. As a project and academic lead for bespoke training programmes, he has successfully led projects such as Strategy Training and Risk Management Training for the Civil Service Workforce (DCMS and DIT), contributing to the enhancement of professional skills in governmental departments, generating around £62,500. Besides this, his commitment to knowledge exchange is reflected in initiatives like the knowledge exchange program for Indonesian students, fostering international collaboration and enriching the educational experience, resulting in generating £25k income.

Kamal's leadership and contributions in these projects underscore his dedication to advancing research capacity, fostering international collaborations, and supporting the development of a knowledge-based economy, particularly in the context of higher education landscape. His multidimensional role as an academic, researcher, and collaborator positions him as a key contributor to the intersection of academia and global research initiatives. Notably, he has successfully supervised 22 PhD completions, further highlighting his expertise and impact in the field.

He has published in a wide range of Business & Management academic journals, including Technological Forecasting and Social Change, International Journal of Production Research, Journal of Business Research, Computers and Industrial Engineering, Production, Planning and Control,  Information Systems Frontiers, Information Technology and People, Information Systems Management, Journal of Global Information Management, Journal of Enterprise Information Management, Industrial Marketing Management, Information Technology and People, Government Information Quarterly, Information and Management, Supply Chain Management: An International Journal, Expert Systems with Applications, and Journal of the Operational Research Society.


PhD in Information Systems (Brunel University London, UK).

MSc Distributed Computing Systems (University of Greenwich, UK).

MSc Computer Science (Pakistan).

BBA Bachelor in Business Administration (Pakistan).

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Research interests

  • Operations and Supply Chain Management
  • Supply Chain Digitalisation
  • Operations Analytics
  • Circular Economy and Sustainability
  • Information System/Industry 4.0/5.0

My research is grounded in Operations Management, Supply Chain Management and Digitalisation, and includes elements of innovation and digital transformation. I am currently engaged in the following research themes and welcome quality research proposals from prospective doctoral students:

Theme 1: Achieving Sustainability and Resilience in Supply Chain Operations - Role of Circular Economy and Industry 4.0

Several noticeable researchers and practitioners have recognised the significance and applicability of circular economy and industry 4.0 for supply chain operations and production management at large. However, relatively little is known about the role of circular economy and industry 4.0 in achieving sustainable supply chain operations (e.g., on demand planning, production and manufacturing, logistics, procurement, and inventory). Among the extant research studies published, a few shed light on the link between IoT and SCM and the impact of additive manufacturing on supply chain operations, processes and performances. This project aims to research and respond to questions - what is the role of circular economy and industry 4.0 in developing sustainable supply chain operations.

Theme 2: Impact and Use of Disruptive Technologies in Developing Sustainable Supply Chain Operations

This project aims to explore a critical question: What is the impact of utilising disruptive technologies in developing sustainable supply chain operations? In contemporary business environments, disruptive technologies have 

revolutionised the way employees connect, communicate, and collaborate for the exchange of information and knowledge within and between organisations, spanning various regions. The adoption of disruptive technologies holds profound implications for reshaping supply chain operations. Addressing this central question will contribute to reshaping the relationships between supply chain businesses, customers, suppliers, and other vital stakeholders, not just within individual supply chains but across interconnected networks. Research in this domain will provide insights into emerging best practices for collaboration and the operational challenges within the discipline of operations and supply chain management.

Theme 3: Enhancing Sustainability in Supply Chain Operations through Dynamic Business Analytics: A System Dynamics Approach

Businesses and supply chain organisations, using analytical different methods, assess their past performance to gain insights and drive their business planning for a better future. This interdisciplinary PhD research aims to investigate the integration of sustainability principles within supply chain management using advanced business analytics techniques, with a specific focus on system dynamics modelling. The study will explore how real-time data analytics, predictive modelling, and system dynamics simulations can enhance decision-making processes in supply chain operations to optimise sustainability outcomes. Key areas of investigation include resource optimisation, demand forecasting, carbon footprint reduction, and circular economy strategies. The research will contribute to both sustainability and business analytics literature while providing practical insights for sustainable supply chain management.

Research projects

Selected Journal Publications:

Zheng, L. J., Zhang, J. Z., Lee, L. Y. S., Jasimuddin, S. M. and Kamal, M. M. (ACCEPTED) ‘Digital Technology Integration in Business Model Innovation for Carbon Neutrality: An Evolutionary Process Model for SMEs’, Journal of Environmental Management (ABS 3)

Yu, Y., Xu, J., Zhang, J. Z., Liu, D. Y., Kamal, M. M. and Cao, Y. (2024) ‘Unleashing the Power of AI in Manufacturing: Enhancing Resilience and Performance through Cognitive Insights, Process Automation, and Cognitive Engagement’, International Journal of Production Economics (ABS 3)

Gupta, A., Singh, R. and Kamal, M. M. (2024) ‘Blockchain Technology Adoption for Secured and Carbon Neutral Logistics Operations: Barriers Intensity Index Framework’, Annals of Operations Research (ABS 3).

Rafi-Ul-Shan, P., Bashiri, M., Kamal, M. M., Mangla, S. K. and Tjahjono, B. (2024) ‘An Analysis of Fuzzy Group Decision Making to Adopt Emerging Technologies for Fashion Supply Chain Risk Management’, IEEE Transactions on Engineering Management (ABS 3).

Singh, N., Jain, M., Kamal, M. M., Bodhi, R. and Gupta, B. (2023) ‘Technological Paradoxes and Artificial Intelligence Implementation in Healthcare. An Application of Paradox Theory’, Technological Forecasting and Social Change, 198, 122967 (ABS 3).

Xia, H., Sun, Z., Zhang, J. Z., Wang, Y., Kamal, M. M., Jasimuddin, S. J. and Islam, N. (2023). ‘Emergency Medical Supplies Scheduling during Public Health Emergencies: Algorithm Design based on AI Techniques’, International Journal of Production Research. (ABS 3).

Xia, H., Wang, Y., Zheng, K., Zheng, L. J., Kamal, M. M. and Arya, V. (2023) ‘COVID-19 Fake News Detection: A Hybrid CNN-BiLSTM-AM Model’, Technological Forecasting and Social Change, 195, 122746 (ABS 3).

Chang, V., Doan, L. M. T., Xu, Q. A., Hall, K., Wang, Y. A. and Kamal, M. M. (2023) ‘Digitalization in Omnichannel Healthcare Supply Chain Businesses: The Role of Smart Wearable Devices’, Journal of Business Research, 156, 113369 (ABS 3).

Priyadarshini, J., Singh, Kr. R., Mishra, R. and Kamal, M. M. (2022) ‘Adoption of Additive Manufacturing for Sustainable Operations in the Era of Circular Economy: Self-Assessment Framework with Case Illustration’, Computers and Industrial Engineering, 171, 108514 (ABS 2).

Kamal, M. M., Mamat, R., Mangla, S. K., Despoudi, S., Kumar, P., Dora, M. and Tjahjono, B. (2022) ‘Immediate Return in Circular Economy: Business to Consumer (B2C) Product Return Information Sharing Framework to Support Sustainable Manufacturing in Small and Medium Enterprises’, Journal of Business Research, 151, 379-396 (ABS 3).

Hasan, R., Kamal, M. M., Daowd, A., Eldabi, T., Koliousis, Y. and Papadopoulos, T. (2022) ‘Critical Analysis of the Impact of Big Data Analytics on Supply Chain Operations’, Production, Planning and Control, 35(1), 46-70 (ABS 3).

Al-Yafi, K., El-Masri, M. and Kamal, M. M. (2022) ‘A Task-Technology-Identity Fit Model of Smartwatch Utilization and User Satisfaction: A Hybrid SEM-Neural Network Approach’, Information Systems Frontiers, 25(2), 835-852 (ABS 3).

Muhammad, S. S., Dey, B., Alwi, S., Kamal, M. M. and Yousra, A. (2022) ‘Consumers’ Willingness to Share Digital Footprints on Social Media: The Role of Affective Trust’, Information Technology and People, 36(2), 595-625 (ABS 3).

Hickey, P., Kamal, M. M. and Kozlovski, E. (2022) ‘Viewpoint – Enabling Circular Supply Chain in a High-Tech Manufacturing Industry’, Journal of Enterprise Information Management, 35(2), 321-332 (ABS 2).

Rahman, M., Kamal, M. M., Aydin, E. and Ul-Haque, A. (2022). ‘Impact of Industry 4.0 Drivers on the Performance of Service Sector: Comparative Study of Cargo Logistic Firms in Developed and Developing Regions’, Production Planning & Control, 33(2-3), 228-243 (ABS 3).

Dora, M., Kumar, A., Mangla, S. K., Pant, A. and Kamal, M. M. (2021) ‘Critical Success Factors Influencing Artificial Intelligence Adoption in Food Supply Chains’, International Journal of Production Research, 60(14), 4621-4640 (ABS 3).

Muhammad, S. S., Dey, B., Kamal, M. M. and Alwi, S. (2021). ‘Consumer Engagement with Social Media Platforms: A Study of the Influence of Attitudinal Components on Cutting Edge Technology Adaptation Behaviour’, Computers in Human Behaviour, 121, 106802 (ABS 3).

Kamal, M. M. (2020). ‘The Triple-Edged Sword of COVID-19: Understanding the Use of Digital Technologies and the Impact of Productive, Disruptive and Destructive Nature of the Pandemic’, Information Systems Management, 37(4), 310-317 (ABS 2).

Babu, M. M., Dey, B., Rahman, M., Roy, S., Alwi, S. F. S. and Kamal, M. M. (2020). ‘Value Co-Creation through Social Innovation: A Study of Sustainable Strategic Alliance in Telecom and Financial Sectors in Bangladesh’, Industrial Marketing Management, 89, 13-27 (ABS 3).

Daowd, A., Kamal, M. M., Eldabi, T. Dey, B. and Missi, F. (2020). ‘The Impact of Social Media on the Performance of Microfinance Institutions in Developing Countries: A Quantitative Approach’, Information Technology and People, 34(1), 25-49 (ABS 3).

Kamal, M. M., Sivarajah, S., Bigdeli, A. Z, Missi, F. and Koliousis, Y. (2020). ‘Servitization Implementation in the Manufacturing Organisations: Classification of Strategies, Definitions, Benefits and Challenges’, International Journal of Information Management, 55, 102206 (ABS 2).

Elnaghi, M., AlShawi, S., Kamal, M. M., Weerakkody, V. and Irani, Z. (2019). ‘Exploring the role of a government authority in managing transformation in service re-engineering – Experiences from Dubai Police’, Government Information Quarterly, 36(2), 196-207 (ABS 3).

Sivarajah, S., Kamal, M. M., Irani, Z., and Weerakkody, V. (2017). ‘Critical Analysis of Big Data Challenges and Analytical Methods’, Journal of Business Research, 70, 263-286 (ABS 3).

Irani, Z. Kamal, M. M., Sharif, A. and Love, P.E.D (2017). ‘Enabling Sustainable Energy Futures: Factors Influencing Green Supply Chain Collaboration’, Production Planning & Control, 28(6/8), 684-705 (ABS 3).

Rehman, M., Kamal, M. M. and Esichaikulc, V. (2016). Adoption of e-Government Services in Pakistan: A Comparative Study between Online and Offline Users, Information Systems Management, 33(3), 248-267. (ABS 2).

Kamal, M. M., Bigdeli, A. Z., Themistocleous, M. and Morabito, V. (2015). ‘Investigating Factors Influencing Local Government Decision Makers while Adopting Integration Technologies (IntTech)’, Information and Management, 52(2), 135-150. (ABS 3).

Kamal, M. M. and Irani, Z. (2014). ‘Analysing Supply Chain Integration through Systematic Literature Review: A Normative Perspective’, Supply Chain Management: An International Journal, 19(5/6), 523-557. (ABS 3).

Irani, Z., Sharif, A., Kamal. M. M. and Love, P. E. D., (2014). ‘Visualising a Knowledge Mapping for Information Systems Evaluation’, Expert Systems with Applications, 41(1), 105-125. (ABS 3).

Irani, Z. and Kamal, M. M. (2014). ‘Intelligent Systems Research in the Construction Industry’, Expert Systems with Applications, 41(1), 934-950 (ABS 3).

Bigdeli, A. Z., Kamal, M. M. and de Cesare, S. (2013). ‘Electronic information sharing in local government authorities: Factors influencing the decision-making process’, International Journal of Information Management, 33(5), 816-830. (ABS 2).

Sharif, A. M., Al-Shawi, S. A., Kamal, M. M., and Eldabi, T.E. (2013). ‘Exploring the Role of Supplier Relationship Management for Sustainable Operations: An OR Perspective’, Journal of the Operational Research Society, 65, 963-978. (ABS 3).

Kamal, M. M., Hackney, R. and Ali, M. (2013). ‘Facilitating Enterprise Application Integration Adoption: An Empirical Analysis of Local Government Authorities’, International Journal of Information Management, 33(1), 61-75 (ABS 2).

Kamal, M. M. (2012). ‘Shared services: lessons from private sector for public sector domain’, Journal of Enterprise Information Management, 25(5), 431-440 (ABS 2). 

Irani, Z., Weerakkody, V., Kamal, M. M., Hindi, N.M., Osman, I.H., Anouze, A.L., El‐Haddadeh, R., Lee, H., Osmani, M. and Al‐Ayoubi, B., (2012). ‘An analysis of methodologies utilised in e‐government research’, Journal of Enterprise Information Management, 25(3), 298-313 (ABS 2).

Sharif, A., Love, P. E. D., Irani, Z. and Kamal. M. M. (2012). ‘Evaluating Reverse Third-Party Logistics Operations using a Semi-Fuzzy Approach’, International Journal of Production Research, 50(9), 2515-2532. (ABS 3).

Themistocleous, M., Azab, N., Kamal, M. M., Ali, M. and Morabito, V. (2012). ‘Location Based Services for Public Policy Making: The Direct and Indirect Way to e-Participation’ Information Systems Management. 29(4), 269-283. (ABS 2).

Kamal, M. M., Weerakkody, V. and Irani, Z. (2011). ‘Analysing the Role of Stakeholders in the Adoption of Technology Integration Solutions in UK Local Government: An Exploratory Study’, Government Information Quarterly, 28(2), 200-210 (ABS 3).

Kamal, M. M. (2011). ‘The Case of EAI Facilitating Knowledge Management Integration in Local Government Domain’, International Journal of Information Management, 31(3), 294-300. (ABS 2).

Kamal, M. M., Weerakkody, V. and Jones, S. (2009). ‘The Case of Enterprise Application Integration in Facilitating E-Government Services in a Welsh Authority’, International Journal of Information Management, 29(2), 161-165. (ABS 2).

Kamal, M. M. (2006). ‘IT Innovation Adoption in the Government Sector: Identifying the Critical Success Factors’, Journal of Enterprise Information Management, 19(2), 192-222 (ABS 2).

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Journal articles

Rafi-Ul-Shan P, Bashiri M, Kamal MM, Mangla SK, Tjahjono B (2024). An Analysis of Fuzzy Group Decision-Making to Adopt Emerging Technologies for Fashion Supply Chain Risk Management. IEEE Transactions on Engineering Management, 1-20.
Gupta A, Singh RK, Kamal MM (2024). Blockchain technology adoption for secured and carbon neutral logistics operations: barrier intensity index framework. Annals of Operations Research
Zheng LJ, Zhang JZ, Yee Sum Lee L, Jasimuddin SM, Mustafa Kamal M (2024). Digital technology integration in business model innovation for carbon neutrality: an evolutionary process model for SMEs. Journal of Environmental Management, 359, 120978-120978.
Yu Y, Xu J, Zhang JZ, Liu Y, Kamal MM, Cao Y (2024). Unleashing the power of AI in manufacturing: Enhancing resilience and performance through cognitive insights, process automation, and cognitive engagement. International Journal of Production Economics, 270 Abstract.

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External Engagement and Impact

Awards/Honorary fellowships

Senior Fellowship of the Higher Education Academy

Certified Management and Business Educator, Chartered Association of Business Schools

Editorial responsibilities

Special Issue Guest Editor

  • Technological Forecasting and Social Change (TFSC – ABS 3): Special Issue Co-Guest Editor (Live)
    • SI Theme: Public Sector in High Gear: Revolutionising the Service Provisions through Digital Transformation and Sustainable Circular Economy Principles – A Nexus of Interoperability
  • IEEE Transactions on Engineering Management (IEEE TEM – ABS 3): Special Issue Lead Guest Editor (Live)
    • SI Theme: Green Innovation: Disruptive Technologies for Carbon Neutrality and Sustainable Supply Chains
  • Information Systems Frontiers (ISF – ABS 3): Special Issue Lead Guest Editor (On-going)
    • SI Theme: Futurecasting with Industry 5.0: Driving Value Co-Creation and Enabling Sustainable Supply Chains in the Post Covid-19 Era
  • Journal of Business Research (JBR – ABS 3): Special Issue Co-Guest Editor (Complete)
    • SI Theme: Using Big Data and Artificial Intelligence in Business to Impact Global Challenges.

Other Editorial Responsibilities

  • Department Editor - IEEE Transactions on Engineering Management Society (IEEE TEMS)
  • Deputy Editor - Journal of Enterprise Information Management (JEIM) 
  • Senior Editor - Information Technology and People (ITP) 
  • Senior Editor - Information Systems Management (ISM)

External Examiner Positions

External Examiner, University of Northumbria (Department of Marketing, Operations and Systems) – Analytics Subject Area (2024 – 2028)

External Examiner, Cranfield University – MSc in Cranfield Operations Excellence (2023 – 2024).

External Examiner, Teesside University – Advanced Independent Work External Examiner for Doctor of Business Administration (DBA) Programme (2022 – Ongoing).

External Examiner, University of Bedfordshire – MSc Information Systems Management (2021 – ongoing).

External Moderator, Queen’s University Belfast (2018 – 2019).

External Examiner, Anglia Ruskin University (2015 – 2020).

Conferences and invited presentations

Conference Leadership

  • Conference Review Editor – European Conference on Information Systems (ECIS 2024) – Paphos, Cyprus.
  • Conference Co-Track Chair (Operations, Logistics and Supply Chain Management Track) – British Academy of Management Conference (BAM/2024) – Nottingham Trent University, UK.
  • Conference Co-Track Chair (Operations, Logistics and Supply Chain Management Track) – British Academy of Management Conference (BAM/2023) – University of Sussex, UK.
  • Conference Co-Track Chair (Operations, Logistics and Supply Chain Management Track) – British Academy of Management Conference (BAM/2022) – The University of Manchester, Alliance Manchester Business School, UK.
  • Conference Track-Chair – European Mediterranean and Middle Eastern Conference on Information Systems (EMCIS18/2021) – British University of Dubai, UAE.
  • Conference Co-Chair – European Mediterranean and Middle Eastern Conference on Information Systems (EMCIS16/2019) – British University of Dubai.           
  • Mini-Track Co-Chair Hawaii International Conference on System Sciences (HICSS52/2019) – Government Innovation in the Digital Age.
  • Track Chair European Mediterranean and Middle Eastern Conference on Information Systems (EMCIS15/2018) – Cyprus.
  • Associate Editor European Conference on Information Systems 2013 – Evolution of Public Sector ICT Track.

External positions

Visiting Professor – Department of Digital Innovation, University of Nicosia, Cyprus.

Visiting Associte Professor – Business School, University of Jordan, Jordan


Member of the British Academy of Management

Member of the Association of Information Systems

SIG Secretary - Operations, Logistics, and Supply Chain Management (OLSCM), BAM Conference.

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My philosophy of teaching and pedagogy revolves around students learning, creating an atmosphere where students can develop themselves and meet their full potential. I am committed to interdisciplinary approach in teaching and learning with prime emphasis on critical and analytical thinking and academic rigour and writing through interactive and engaging technology enabled teaching to large and small groups. As a senior academic, I feel a strong sense of responsibility for making sure that learners in tutoring sessions/lectures/seminars or workshops (whether in-house or externally/abroad) are offered every possible chance to benefit from the teaching and research opportunities. This needs to ensure that as academics, I continue to provide high quality research informed pedagogy through different approaches.

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