A Q&A with Prof. Reason Masengu

Prof. Reason Masengu delves into the motivations behind his publication, tackling diverse challenges in the field of marketing. The book, which is a collaborative effort between contributors from around the world, offers practical solutions and a unique perspective. Prof. Masengu's extensive background and affiliations enhance the book's credibility, setting the stage for its significant contribution to sustainable marketing practices. He recently responded to inquiries about the inspiration behind his timely research in his recent publication, Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future (ISBN:9798369300190).

Prof. Masengu: The inception of the book project can be attributed to the confluence of my academic achievements and professional experience in marketing. Armed with a Doctor of Philosophy in Business Administration (Marketing) from North-West University and a Master of Commerce in Marketing Strategy, as well as an impressive record of successful teaching, I was inspired to synthesize the author’s expertise and unique perspectives into a comprehensive guide on sustainable marketing practices.

Prof. Masengu: The present publication endeavors to grapple with the multifaceted difficulties encountered in the realm of marketing, encompassing the integration of sustainability into branding strategies, the management of reputations amidst ethical dilemmas, and the navigation of the dynamic marketplace influenced by environmental and social factors. Serving as a comprehensive reference for academics, students, and practitioners alike, this book aims to offer invaluable insights and guidance.

Prof. Masengu: This work, grounded in the author's diverse backgrounds, presents actionable recommendations for businesses to align their branding strategies with environmental and social responsibility. As a Senior Lecturer, Capstone Research Supervisor, and Marketing Executive, I aim to support organizations in adopting sustainable and ethical practices. Drawing on practical experience and expertise from scholars hailing from various countries, including India, France, Oman, Italy, Ghana, and Zimbabwe, among others, the book offers industry-based solutions for sustainable marketing. The diversity of scholars involved is crucial in providing effective and comprehensive recommendations for responsible branding practices.

Prof. Masengu: The book's distinctiveness is rooted in its comprehensive approach to sustainable marketing, branding, and reputation management. This exceptional coverage sets it apart from other resources, as it provides a rare blend of insights that are not commonly found. The book's chapters encompass practical case studies, research-based studies, and cover a wide range of topics within marketing, from football to the broader industry. The unique character of the book offers valuable insights into the diverse nature of marketing as a field of study.

Prof. Masengu: The breadth of my educational background, which encompasses a Ph.D. from South Africa and professional experience in Zimbabwe, Oman, and South Africa, affords a wide-ranging perspective. This diversity is a significant asset, enhancing the book's content by incorporating insights from various geographic regions. Moreover, the diversity of the book's chapter contributors should not be overlooked. The book boasts robust global coverage, with contributors hailing from every continent around the world.

Prof. Masengu: As a Senior Lecturer with experience at both Middle East College and Bindura University of Science Education, my dual role as a Capstone Research Supervisor and Marketing Executive has provided me with a unique blend of academic and practical knowledge. This combined expertise lends credibility to my insights on the book's comprehensive coverage. The chapter authors represent not only the marketing field, but also a variety of other disciplines, thereby enhancing the book's interdisciplinary approach and professional depth.

Prof. Masengu: The book's contributors, who hail from the realm of marketing and related disciplines, possess a remarkable depth of experience, with several having more than two decades of expertise. This extensive tenure, encompassing teaching, research, and industry positions, constitutes a formidable basis for the perspectives and conclusions presented in the book.

Prof. Masengu: I have received distinguished awards such as the ITU Connect2Recover Research Competition grant, Ministry of Higher Education Research and Innovation Oman Research Block grants, and acknowledgments from various conferences attesting to my exceptional academic performance and dedication to influential research.

Reason Masengu is a highly experienced Senior Lecturer of Business Management at Middle East College in Muscat, Oman, with over 7 years of experience in higher education. He specializes in Global Marketing, Marketing Management, Digital Marketing, and related courses. Dr. Masengu holds a Ph.D. in Business Management (Marketing strategy), North West University, South Africa, a Master of Commerce in Marketing Strategy, Midlands State University, Zimbabwe, and a Bachelor of Technology Hons in International Marketing, Chinhoyi University of Technology, Zimbabwe. He has obtained certifications in marketing, brand strategy, and data analytics from prestigious institutions such as the Chartered Institute of Marketing and Google. Dr. Masengu is a Fellow of the Chartered Institute of Marketing, Certified Practicing Marketer, Australia Marketing Institute and Senior Manager Member -Marketers Association of Zimbabwe. He holds various positions including International Faculty Advisor, reviewer for the IEOM Society, and other international accredited journals. His research interests include digital marketing, financial inclusion, marketing research, business management, sustainable marketing, and technology adoption, logistics and supply chain management. With international exposure in administering research grants, he contributes significantly to the fields of marketing, logistics, and supply management through his dedicated research endeavours in Oman.

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Casey Long
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