Dr. Wael Nuweihed
Assistant Professor of Practice
Dr. Wael Nuweihed is an Assistant Professor of Practice in Marketing at the Adnan Kassar School of Business (AKSOB). He earned his Doctorate in Business Administration (DBA) and Certificate of Research in Management Science (CRMS) from Grenoble Ecole de Management (GEM) in France. Beyond his academic role, Dr. Nuweihed serves as an innovation and business development consultant, collaborating with multinational corporations, UN agencies, and international NGOs to drive business development, innovation, and market expansion across emerging economies.
Drawing on over 25 years of regional expertise in senior leadership roles and strategic consultancy with global organizations, Dr. Nuweihed seamlessly bridges academic rigor with industry practice and leadership to deliver results-driven solutions for complex growth and transformation challenges.
He has delivered extensive consultation services, seminars, and workshops on marketing strategy, business and revenue model innovation, brand building, and process optimization. His distinguished client portfolio includes UNDP, UNIDO, EBRD, Hershey’s, and numerous other leading organizations.
Dr. Nuweihed serves as a board member of the Global Innovation Institute (GInI) Lebanon Chapter and holds multiple certifications in leadership coaching, design thinking, innovation management, and change management, reflecting his commitment to continuous professional development and industry best practices.
Teaching Interests
- Innovation Management
- Marketing Strategy
- Marketing Research
- Global Marketing
- Marketing for Social Impact
Research Interests
- Entrepreneurial Ecosystems
- Innovation
- Consumer Behavior
- Branding and Communication
Publications
In Refereed Journals
- Nuweihed, W., & Trendel, O. (2025). Gender Differences in Responses to Informational and Transformational Advertising Appeals. International Journal of Consumer Studies, 49(4), e70093.
- Nuweihed, W., & Trendel, O. (2024). The Role of Informational versus Transformational Ad Appeals in Building Consumer-Based Brand Equity for Low Involvement Products. Journal of Marketing Theory and Practice, 32(4), 579–598.
Research in Progress
- Entrepreneurial Ecosystems and MSME Resilience in Frontier Markets: Insights from Lebanon’s Polycrisis. (with Dr. Hossein Eslami and Sahar Sinno)
- Women-led Lebanese MSMEs: Internationalization Enablers and Barriers.
- The Rise and Fall of Boycotting Behaviors Among Lebanese Youth: Moral Drivers and Brand Loyalty Dual Duel.