About Noha El Bassiouny

Noha M.H. El-Bassiouny is an Egyptian Marketing Scholar and intellectual. She is currently Vice Dean for Academic Affairs, Professor and Chair of Marketing at the Faculty of Management Technology, the German University in Cairo (GUC), Egypt. Her writings are at the interface between business and society and the cross-cultural implications that this has for fostering global dialogue related to social responsibility and the continuous transition to a sustainable and just world. She views herself and her works as mediating between the East and the West in research and philosophical orientation.

She has created momentum for research related to consumer psychology and culture in modern Egypt. She has also contributed to the growing global literature on Islamic Marketing, Marketing Ethics, and Corporate Social Responsibility (CSR). Her works are characterized by interdisciplinarity blending classic Arabic and Islamic literature with mainstream international literature. In 2021, she founded Management and Sustainability: An Arab Review (MSAR) journal by Emerald Publishing which aims at being a leading platform for international dialogue related to the nuanced understanding of sustainability and responsible management in the context of Arab countries as they relate to their local, regional and international contexts. She is also the Associate Editor of the Journal of Islamic Marketing, another renowned Emerald publication.

She has over 100 international publications and her works have appeared in leading academic journals including the Journal of Business Research, the International Journal of Consumer Studies, the Journal of Cleaner Production, the International Journal of Bank Marketing, the Social Responsibility Journal, the Journal of Islamic Marketing, the International Journal of Pharmaceutical and Healthcare Marketing, the Journal of Consumer Marketing, the Journal of Organizational Change Management, Social Business, Management of Environmental Quality (MEQ), among many others. She is a recipient of several international grants and awards including Emerald Outstanding Reviewer awards and several Highly Commended Paper awards. Professor El-Bassiouny has wide international exposure where she has presented her research in many countries across the globe.

Professor El-Bassiouny’s practical experience in the field of sustainability and Corporate Social Responsibility (CSR) comes from conducting many empirical projects in relation to sustainable development and the Sustainable Development Goals (SDGs) sponsored by Misr El-Kheir foundation, the International Labor Organization (ILO) as well as the German Academic Exchange Service (DAAD), among others. She has established cooperation with many high-profile clients and organizations in different sectors over the years including the Arab African International Bank (AAIB), Henkel, Savola Group, Pepsi Co., the Egyptian Corporate Responsibility Center (ECRC), Kantar Millward Brown, TNS Research Agency, and others.

Her research can be viewed at:



She can be reached at: noha.elbassiouny@guc.edu.eg and elbassiouny.noha@gmail.com