Mana Farshid
Associate professor
Details
Researcher
About me
Mana Farshid is an Associate Professor, Docent, of Industrial Marketing specialising in digital platforms. She is heading the Technology-based Entrepreneurship Master's program at KTH. She has authored several significant publications on how digital technologies impact traditional business models, focusing on the dynamics of digital platforms in industrial settings. Her research, among other things, explores the integration of digital ecosystems, emphasising innovation and competitive advantage in evolving markets. Furthermore, she researches how new technologies like digital twin technology and AI can enhance organisational processes. She has experience designing and implementing business intelligence systems like CRM in the financial industry. List of Publications International Referee Journals and conference proceedings in the area of industrial Marketing and e-commerce 1. Nyquist, A., Farshid, M., & Brown, T., 2025, (In press), "Employing Digital Twin Technology in the Pursuit to Avert Sustainable Marketing Myopia", Journal of Research in Marketing and Entrepreneurship 2. Brown, T., Farshid, M., & Christley, E. (2024). Navigating the Product Existence Continuum: From Existing Goods to Conceptual Offerings, presented at the 37th Global Research Conference on Marketing and Entrepreneurship, Marketing Association Entrepreneurial Marketing SIG i New Jersey. 3. Nyquist, A., Farshid, M., & Brown, T. (2024). Integrating Entrepreneurial Marketing and Sustainability Reporting for Swedish SMEs, presented at the 37th Global Research Conference on Marketing and Entrepreneurship, Marketing Association Entrepreneurial Marketing SIG in New Jersey. 4. Nyquist, AM, Farshid, M., Brown, T., (2023) “Sustainable Growth with Digital Twins While Avoiding Marketing Myopia”, Proceedings of The Global Research Conference on Marketing and Entrepreneurship (GRCME), Hamburg, Germany 5. Robson, J., Farquhar, J. D., & Farshid, M. (2021). Qualitative Market Research in MENA Countries. Qualitative Market Research. 6. Farshid, M., Lord Ferguson, S. T., Pitt, L.F., and Plangger, K.A. (2021) People As Products: Exploring Replication and Corroboration in the Dimensions of Theory, Method and Context, Journal of Business Research, 126, 533-541 8. Brown, T., Farshid, M., (2019) “Leveraging use-generated content for demand-side strategy”, The Annual Conference of the Academy of Marketing Science, Vancouver, Canada 9. Farshid, M., Ferguson, S. L., Pitt, L., (2018) “People as products: Exploring replication in the dimensions of theory, method and context”, Academy of Marketing Science World Marketing Congress Porto, Portugal 10. Farshid, M., Paschen, J., Eriksson, T., & Kietzmann, J. (2018). Go boldly! Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business. Business Horizons, 61(5), 657–663. 11. Brown, T. E., Farshid, M. (2018). Hybrid Entrepreneurship: To grow or not to grow, that is the question. Entreprendre & Innover, Upcoming issue on March 2018 12. Vella, J., Wallström, Å., &Farshid, M. (2017). Financial services Apps: What makes the difference between a great and a ghastly review? Journal of Financial Services Marketing, 22(3), 132-138. 13. Treen, E., Pitt, L., Bredican, J., &Farshid, M. (2017). App service: How do consumers perceive the quality of financial service apps on smart devices? Journal of Financial Services Marketing, 22(3), 119-125. 14. Paschen, J., Pitt, L., Kietzmann, J., Dabirian, A., &Farshid, M. (2017). The brand personalities of brand communities: an analysis of online communication. Online Information Review. 41(7), 1064-1075. 15. Foster, T., Farshid, M., Juena, S., Wallström, Å., (2015) “The use of social media in higher education”, 44th AMS Annual Conference, The Annual Conference of the Academy of Marketing Science, Denver, CO, USA, May 12-14 (Full paper) 16. Ek Styven, M., Engstrom, A., Salehi-Sangari, E., Farshid, M., (2015) “There’s a silver lining: Information quality, trust and positive meaning after a crisis” 44th AMS Annual Conference, The Annual Conference of the Academy of Marketing Science, Denver, CO, USA, May 12-14 17. Ek Styvén, M., Wallström, Å., Engström, A., &Farshid, M., (2015), “Northern lights and darkness: Benefits and barriers for e-tourism in Swedish Lapland”. The 5th International Conference on Tourism Management and Related Issues, Kos, Greece, October 8-9, 2015. 18. Näppa, A., Farshid, M., Foster, T., (2014) “Employer Branding: Attracting & Retaining Talent in Financial Services”, Journal of Financial Service Marketing, Vol. 19, Issue 2, pp. 132-145 19. Robson K., Farshid, M., Bredican J., Humphrey S., (2013) “Making Sense of Online Consumer Reviews: A Methodology”, International Journal of Market Research, Vol. 55, No. 4 20. Farshid, M., Ashrafi, L., Wallström, A. and Engström, A., (2013) “Role of anti-brand websites on brand image”, 42nd AMS Annual Conference, The Annual Conference of the Academy of Marketing Science, Monterey, CA, USA, May 15-18 (Full paper) 21. Farshid, M., Chan, A., Nel, D., (2012) “A Sweet-Face Man: Using Chernoff Faces to Portray Social Media Wine Brand Images”, International Journal of Wine Business Research, Vol. 24, Issue 3 22. Botha, E., Farshid, M., Pitt, L., (2011) “How Sociable? An Exploratory Study of University Brand Visibility in Social Media”, South African Journal of Business Management, Vol.42, No. 2, pp. 43-51 23. Farshid, M., Plangger, K., Nel, D., (2011) “The Social Media Faces of Major Global Financial Service Brands”, Journal of Financial Services Marketing, Vol. 16, pp. 220-229 24. Peighambari, K., Kordestani, A., Farshid, M., (2011) “Reciprocity toward the internet”, Academy of Marketing, Marketing Field Forever, Liverpool. Academy of Marketing Science (Full paper) 25. Peighambari, K., Sattari, S., Bäckström, L., Farshid, M., (2011) “Salesperson’s personality and the relationship quality differences between customers and friends”, Proceedings of the Annual Conference of the Academy of Marketing Science, Conway, M. (red.). Coral Gables, FL USA May 24-27 (Full paper) 26. Keramati, A., Farshid, M., Salehi-Sangari, E., Zavareh, J. T., (2009) “Customer relationship management activities in e-banking: the case of Iranian banks”, International Journal of Electronic Customer Relationship Management, Vol. 3, No. 3 International Refereed Conference Articles in the area of Industrial Marketing and e-Commerce 27. Tsao, H., Campbell, C., Farshid, M., Chakrabarti, R., (2009), “Lemon-Aid: Brand as a Signal for Quality–A Classroom Game”, ANZMAC Annual Conference, Melbourne, Australia (Full paper) 28. Sattari, S., Blomgren, H., Salehi Sangari, E., Farshid, M., (2009) “Evolution of Consumer Behaviour Literature”, Academy of Marketing Conference, Leeds, UK (Full paper) 29. Farshid, M., Keramati, A., Salehi-Sangari, E., (2008) “A Proposed framework for investigating CRM activities in e-banking in Iran”, Citizen/Customer Relationship Management Conference, Tehran Iran (Full paper) 30. Farshid, M., Rahimipour, M.R., (2004) “Researching the specification of Ball-mills in steel industry application”, The 8th Annual Congress of the Iranian Metallurgy Engineers Society, Iran (Full paper) |
Courses
Challenge-driven technology-based entrepreneurship (ME2625), examiner, course responsible | Course web
Degree Project in Entrepreneurship and Innovation Management, Second Cycle (ME205X), examiner, course responsible, teacher | Course web
Degree Project in Entrepreneurship and Innovation Management, Second Cycle (ME204X), examiner, course responsible, teacher | Course web
Industrial Marketing for I (ME1315), examiner | Course web
Internet Marketing (ME2094), examiner, course responsible, teacher | Course web
Managing Firm Growth (ME2624), examiner, course responsible | Course web
Quantitative Business and Operations Analytics (ME1316), teacher | Course web