About me
My research interests remain at the intersection of retail strategy, international marketing, and consumer analytics. My work examines how retailers and brands respond to volatile environments and how strategic levers such as assortment, pricing, and brand positioning can be used to sustain growth.
I am particularly interested in how firms interpret consumer signals and market dynamics to inform retail strategy. My research explores how assortment decisions, brand type, and brand strategy influence retail performance in contexts shaped by disruption and uncertainty. I also study how emerging markets provide unique opportunities for retailers and brands to experiment with adaptive strategies that balance efficiency with resilience.
I present my research at leading international conferences, including the American Marketing Association (AMA), the European Marketing Academy (EMAC), and the Academy of International Business (AIB). My work has been published in highly ranked journals and continues to contribute to debates on dynamic brand strategy, retail transformation, and international marketing management.
Prior to my academic career, I have worked extensively as a Marketing Professional at Dentsu Aegis Network. He was responsible for digital marketing applications and analysis for clients such as Vimplecom, Sony DADC, and Uniqlo. Rafid has gained training and professional conditioning from Airbus, EADS (Hamburg, Germany) and Google Launchpad Space (California, USA).
Retail strategy and operations Assortment and brand portfolio management International marketing and global brand strategy Retail adaptation under disruption and uncertainty Consumer analytics and market signals