Born in Tanzania East Africa, a former British colony, Sad (Sadrudin) was exposed to three cultures and languages simultaneously. Gujarati is the mother tongue; Swahili was the spoken language in the streets and English the language of instruction in school. In addition Sad speaks and teaches in French and Spanish languages. He was exposed to French language while teaching at Bishop’s University in Quebec and to Spanish in Chile while spending sabbatical years with Catholic University of Santiago and University of Talca. This facility with foreign languages and understanding of foreign cultures has permitted him to carry out teaching, consulting and research projects globally, with particular emphasis on Latin America.
In addition to his academic qualifications, Sad has acquired a deep understanding of the real world through actual work experience in both the public and private sectors and in developing and developed countries. Grayson and Company (a Lever Brothers affiliate) in Dar es Salaam, Tanzania and Ford Motor Company, General Foods (now Kraft) and Health and Welfare in Canada are the organizations where he was employed.
This understanding of the real working life has shaped both his teaching and research efforts. With nearly seventy articles published in the refereed journals including such high profile ones as Journal of Marketing and Journal of Consumer Research, and research funding awards from such granting agencies such as Social Science and Humanities Council, Sad has been quite active in carrying out academic research. Having retired from the active professorial duties in July 2001, Sad is still involved in carrying out intternational research activities mainly in the field of Country of Origin and to a lesser extent in the field of Educational Marketing.
Publications during the last 7 years
Chapters in Books
Ahmed, S. and d'Astous, A. Sub Cultural Effects on Product-Country Perceptions. In K. Al-Sulaiti (Ed.). The Effect of Country of Origin (COO) on Consumer Behaviour. Doha, Qatar: Institute of Administrative Development, 2007.
Papers in Refereed Journals
Ahmed, S.A. and Bahaziq, Y. 2013. Online Shopping in Saudi Arabia. Arab Journal of Administrative Sciences, 20(1): 125-149.
Ahmed, S.A. and Aguilar, S. 2013. Comparison of Canadian and Mexican Students' Online Shopping Behavior. Latin American Business Review , 14(1): 79-106.
Rojas-Mendez, J., Ahmed, S., Claro, R. and Spiller, R. 2012. Acceptance of Genetically Modified Foods with Heatlh Benefits: A Study in German. Journal of Food Products Marketing, 18(3): 200-221.
Ahmed, S.A. and Rock, J. 2012. Exploring Relationship between Export Intensity and Firm Characteristics, Resources and Capabilities: Evidence from Chile. Latin American Business Review , 13(1): 29-57.
Ahmed, S.A., d'Astous, A. and Benmiloud Petersen, A. 2011. Product-Country Fit in the Canadian Context. Journal of Consumer Marketing, 28(4): 300-309.
Rock, J.A. and Ahmed, S.A. 2008. Success Factors of Exporters from Chile. AIMS International Journal of Management, 2(3): 177-195.
Rock, J. A. and Ahmed, S. 2008. Relationship between Success Factors and Chilean Firms' Export Performance: An Exploratory Study. Latin American Business Review , 9(1): 69-99.
Ahmed, S.A. and d'Astous, A. 2008. Antecedents, Moderators and Dimensions of Country-of-Origin Evaluations. International Marketing Review, 25(1): 75-106.
Ahmed, S.A. and d'Astous, A. 2008. French Canada and the Philippines: Comparing Product-Company Perceptions. Asia Pacific Management Review, 12(3): 133-144.
Ahmed, S.A. and d'Astous, A. 2008. Moderating Effect of Nationality on Country-of-Origin Perceptions: English-Speaking Thailand versus French-Speaking Canada. Journal of Business Research, 60(2): 240-248.
Ahmed, S.A. and d'Astous, A. 2006. Shopping Behavior, Country Attitudes, and Evaluation of Countries of Origin in China. Journal of Korean Academy of Marketing Science, 11(6): 1-26.
- Telfer Alumni Shine at the Best Ottawa Business Awards 2013
- We are actively seeking new International Career mentors for the 2014-2015 academic year
- The Telfer School’s Executive MBA program represented at Startup Canada Day on the Hill
- George Langill named the Chair of the City of Ottawa’s Innovation Advisory Board
- Collaboration with German Fraunhofer Institute Enables Joint Exploration of Innovation Systems in Canada, Germany
December 9, 2013
Thesis Defence of Asha Gajaria, M.Sc. in Health Systems Candiate
December 11, 2013
Health Systems Research Seminar with Ivy Lynn Bourgeault
December 13, 2013
Management Research Seminar with Benson Honig
December 13, 2013
Thesis Defence of Javier Fiallos, M.Sc. in Health Systems Candidate
January 9, 2014
Telfer Executive MBA Information Session