Dr. Shamaila Burney
Designation
Associate Professor & Head, Center for Industry Linkages & Placements
Department
- Faculty of Management Science, Department of Business Administration
Specialization
Services Supply Chain Management
Qualifications
Ph.D in Services Supply Chain Management from University of Karachi.
Quick Links
Biography
- Associate Professor, Department of Business Administration, Salim Habib University (SHU), With extensive academic and leadership experience in Business Administration, having served as Interim Head of the Department of Business Administration (January 2021 – July 2021) and Head of the BBA Program (February 2024 – June 2025).
- Head – Center for Industry Linkages and Placements (CILP), SHU (July 2022 – to date), where she successfully established and leads the Center, strengthening Industry – Academia linkages, corporate collaborations, Mentorship, student placements, career development, and industry engagement initiatives.
- Active researcher and international research collaborator, having served as a Research Associate under the University of Karachi & George Mason University (USA) Partnership Programme, a project sponsored by the U.S. Department of State, with research and training exposure at George Mason University.
- International research exposure, including presenting research at an international conference at Oxford University, UK, and participating in international academic and research initiatives. Experienced researcher and academic, with research interests spanning Services Supply Chain Management, Human Resource Management, Marketing, Consumer Behavior and Strategy Development, alongside multiple research publications and presentations. Currently, serving as Editor of the Social and Management Science Research Journal (SMSRJ) and Managing Editor of the International Journal for Business Education & Management (IJBEM).
- Experienced trainer, mentor, and industry – academia liaison professional, with expertise in career development, leadership, corporate engagement, external linkages, experiential learning, and professional development, complemented by international exposure through the JENESYS Programme representing Pakistan in Japan as a Youth Ambassador.
Courses Taught
1.Principles of Marketing
2.Principles of Management & Leadership
3.Strategic Marketing Management
4.Human Resource Management
5.Talent Acquisition
6.Advertising
7.Brand Management
8.Marketing Research
9.Online Consumer Behavior/ Consumer Behavior
10.Marketing Management
11.Personality Development & Career Counselling
12.Strategic Media Marketing
13.Advanced Marketing Strategies
14.Communication for Young Leaders
15.Retailing/Retail Marketing
16.Business To Business Marketing
17.Global/International Marketing
18.Digital Marketing
19.Organizational Behavior
20.Pharmaceutical Marketing
21.Marketing -Theory and Application
22.Cultural Anthropology
23.Strategic Marketing
24.Management and Leadership
25.Integrated Marketing Communication Mix (IMC)
26.Business Research Methods
Achievements
Hybrid Work Model – SHU x PSTD Research Collaboration (CILP, SHU)-2024-2025
Served as a Core Research Team Lead in the joint research initiative between Salim Habib University (SHU) and the Pakistan Society for Training and Development (PSTD), conducted under the Center for Industry Linkages and Placements (CILP)- SHU x PSTD Research Center. The project examined Hybrid Work Models in Pakistan, focusing on evolving workplace dynamics and organizational effectiveness. The completed research project was presented at CONNEX 2025 conferences held in Karachi, Lahore and Islamabad, as part of SHU x PSTD Research Center.
Research Interest
Supply Chain Management
Human Resource Management
Marketing
Selected Publications
03/03/2026
An Empirical Analysis of Organizational and Psychological Factors Affecting Job Satisfaction in Pakistan.
Purpose: This research investigates the role of perceived stress, organizational justice, leadership behavior, and perceived organizational support on job satisfaction in Pakistan, and suggests a combination of organizational and psychological determinants. Design/methodology/approach: A cross-sectional research design was used that was quantitative. A structured questionnaire containing five-point Likert scale was administered to 173 employees in different fields The analysis of the measurement and structural models was done using SmartPLS 4. Findings: The results indicate that the positive influence of perceived organizational support on job satisfaction is the greatest, and then leadership behavior and organizational justice. But perceived stress did not have a significant impact. The findings show that relationship and organizational factors are more influential than psychological stress in the determinants of job satisfaction in a collectivist context. Practical implications: To ensure that job satisfaction is enhanced, organizations need to make support systems stronger, fair and develop effective leadership practices and not merely use stress management tactics. Social implications: It has potential to improve the welfare of employees through enhancing conducive and fair working conditions which can enable organizations to attain effectiveness and development in socio-economic terms. Originality/value: The study is an integrated and wholesome concept of job satisfaction, in Pakistan, that bridges the gaps in the literature.
04/06/2025
Interpreting Employer Branding: A Qualitative Study of HR and Marketing Professionals.
The focus of this study, which is part of the broader research effort in South Punjab, Pakistan, centers around the application of consumption hypotheses such as the Relative Income Hypothesis (RIH) along with its Duesenberry, Eckstein, and Fromm (DEF) and Davis-SK adaptations. The study employs cross-sectional data sampled over 802 households from South Punjab during the 2022–23 year. In particular, the study attempts to validate the demonstration and ratchet effects proposed by Dusenberry using Ordinary Least Squares (OLS) regression. The sociological and economic factors integrated into the study include household income, education, family size, marital status, locality, and gender, enabling the analysis of their impact on household consumption. The region’s relative income hypothesis is validated and significantly determines the presence of both the demonstration and ratchet effects. The results reveal the need to include post-psychological and social attributes of consumption behavior in economic frameworks, particularly with developing countries reflecting extreme income inequality gaps. This literature gaps along with the literature on consumption is peculiarly the purpose of this study, which was made possible with the new insights provided through disaggregated household-level datasets, outlining the need for policy frameworks considering socio-economic welfare enhancement and poverty alleviation indicators for South Punjab
06/08/2025
Institutional Governance in Higher Education: Economic Impacts and Strategic Management Trends in South Asia.
This study examines the evolving landscape of institutional governance in higher education across South Asia, focusing on its economic implications and strategic management trends. Drawing on a mixed-methods design, the research integrates quantitative datasuch as enrolment rates, gender parity indices, and public education expenditure with qualitative insights from national policies, institutional reports, and academic literature across five countries: India, Pakistan, Bangladesh, Sri Lanka, and Nepal. The findings reveal stark disparities in governance maturity and performance outcomes. India and Sri Lanka have advanced toward outcome-based governance through reforms like graded autonomy, digital platforms, and performance-linked funding. In contrast, Pakistan, Bangladesh, and Nepal continue to face challenges, including regulatory fragmentation, centralized decision-making, and weak quality assurance mechanisms. The COVID-19 pandemic further exposed the vulnerabilities of under-digitized institutions, while reinforcing the importance of strategic planning, data-driven decision-making, and inclusive access policies. This paper argues that governance transformation is essential for enhancing institutional resilience, equity, and economic alignment. It concludes with policy recommendations tailored to the regional context, including the adoption of performance-based funding models, institutional autonomy frameworks, digital infrastructure investment, and regional cooperation on quality assurance
22/10/2026
Exploring Pharmacy Service Factors Shaping Tertiary Care Hospital Service Quality in Karachi: A Qualitative Study.
Pharmacy services play a significant role in patient safety, cost management and operational efficiency in tertiary care hospitals. In low- and middle-income countries (LMICs), however, e.g. in Pakistan, pharmacists are frequently restricted to dispensing and procurement tasks. This underuse results in the lack of efficient use of resources, increased healthcare expenses, and the unattended chance to improve patient care. There is further complication due to the absence of qualitative studies that would entrap the understanding and experience of pharmacy-led practice by the key stakeholders in LMIC hospital environments. In the attempt to address this gap, the present research investigated the perception of pharmacists, administrators, and clinicians in tertiary care hospitals in Karachi. Guided by the Resource-Based View (RBV) and Scientific Management Theory (SMT), semi-structured interviews were conducted with 10 participants, and data were analyzed using a hybrid thematic analysis approach. Six major themes emerged: patient-centered care, operational efficiency, cost-effectiveness, clinical integration, communication and collaboration, and Intravenous-to-oral (IV to PO) therapy conversion. Stakeholders consistently described pharmacists as both strategic resources and operational enablers who improve safety, reduce wastage, and streamline workflows. The impact of this study lies in demonstrating that investing in and integrating pharmacy services can transform hospital performance in LMICs. Beyond cost savings and efficiency, pharmacists contribute to safer, more coordinated, and patient-centered care. These insights provide evidence for healthcare leaders and policymakers to strengthen institutional support, expand pharmacists’ roles, and design sustainable models of hospital pharmacy practice that can improve both organizational outcomes and patient well-being in resource-limited settings.
