Dr Rajibul Hasan,PhD,MBA,BBA

Assistant Professor of Marketing @ Rennes School of Business (AACSB,EQUIS,AMBA)

About Dr. Rajibul Hasan

Dr Rajibul Hasan is an assistant professor of marketing at Rennes School of Business. He completed his PhD from the University of Kent and the recipient of a Kent Business School PhD scholarship. His thesis focuses on the adoption of innovation in the Bottom of the Pyramid market. He is a skilled MBA and BBA graduate specialised in both marketing and finance & accounting. He is a strong quantitative researcher, particularly in the area of survey design and analysis, and is also competent in qualitative methods such as interviews and focus groups.He also provides on-line training on Statistical Software like SPSS, AMOS, Smart PLS and PLS-Graph. Before his academic career, he worked in finance, and banking sectors of Multi-National Companies like Lloyds Banking Group, Sanofi-Aventis. His other research interests include branding, diffusion of innovation, technology acceptance models, and ethics in marketing, finance, and poverty alleviation.

Achievements & Honours:

  • Recipient of Three years Scholarship from University of Kent, UK in acknowledgement of exceptional academic performance and potential.
  • Won a grant from the Sir Richard Stapley Educational Trust.
  • Won a grant from the Charles Wallace Bangladesh Trust.
  • Won a grant from the Leche Trust.
  • Selected for one of 17 competing fully funded places (Offered by British Council and National Research Foundation under the research link scheme offered within Newton fund) from the UK to present my research in South Africa.
  • Won Lincoln Award: The Lincoln Award is an achievement award of professional development for students at the University of Lincoln.

Publication and Conference Presentations:

Refereed articles – Discipline-Based Scholarship

  • Hasan, Rajibul, Ben Lowe, and Dan Petrovici. “An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces.” Journal of Public Policy & Marketing (2018). (AJG 3*)
  • Rajibul Hasan, Ashish Kumar Jha, Yi Liu, Excessive Use of Online Video Streaming Services: Impact of Recommender System Use, Psychological Factors, and Motives, Computers in Human Behavior, (2017). (AJG 3*)
  • Hasan, M. R., Lowe, B. and Rahman, M., Visual Cues and Innovation Adoption among Consumers at the Bottom of the Pyramid. Qualitative Market Research: An International Journal, 20(2), pp.147-157. (AJG 2*)
  • Hasan, Md. Masud, Hasan, Md. Rajibul and Aziz, Emdad and Rahman, Mizan, Communication of dividend decisions and banks’ share price volatility. Review of Enterprise and Management Studies, 2 (1). (2014)
  • Rahman, M., Hasan, M.R. and Floyd, D., Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market. Strategic Change. 22 (3‐4), 225–239. (2013). (AJG 2*)
  • Hasan, M. R., Rahman, M., and Khan, M. M., International Journal of Business and Management Invention(IJBMI), 2(9), 121-131. Rural Consumers’ Adoption of CRM in a Developing Country Context. (2013)

Chapters, Cases, Readings, Supplements Chapter

  • Lowe,B. and Hasan, M.R. (2017), Adoption of pro-poor innovations in the context of the BOP and subsistence marketplaces: Challenges, opportunities and research agenda. In: Yogesh K. Dwivedi, Nripendra P. Rana, Emma L. Slade, Mahmud A. Shareef, Marc Clement, Antonis Simintiras and Banita Lal (eds.) Emerging Markets from a Multidisciplinary Perspective – Challenges, Opportunities and Research Agenda. Springer. (In Press)
  • Lowe,B., Hasan, M.R., Jose, S. (2018), A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces In Singh R. (eds.) Bottom of Pyramid Marketing: Making, Shaping and Developing BOP Markets. Emerald Publishing. (In Press)

Refereed Proceedings – Discipline-Based Scholarship

  • Hasan, Rajibul, Professor Ben Lowe, and Dr Dan Petrovici. (2017). Consumer Adoption of Innovations in the Bottom-of- the-Pyramid: Empirical Evidence from Two Services in Bangladesh. Royal Bank International Research Seminar, Montreal, Canada.
  • Hasan, Rajibul, Professor Ben Lowe, and Dr Dan Petrovici. (2017). An integrated model of pro-poor innovation adoption within the bottom-of-the-pyramid. Academy of Marketing Science (AMS) World Marketing Congress, Canterbury, New Zealand.
  • Hasan, Rajibul, Professor Ben Lowe, and Dan Petrovici. (2017). TOWARDS AN INTEGRATED THEORY OF PRO-POOR INNOVATION ADOPTION IN THE BOP. EMAC 2017 Conference, Groningen, Netherlands.
  • Hasan, Rajibul, Ben Lowe, and Dan Petrovici. (2016). Consumer Pro-Poor Innovation Adoption within the Bottom-of-the-Pyramid. Academy of Marketing Conference, Newcastle, United Kingdom.
  • Hasan, Rajibul, Ben Lowe, and Dan Petrovici. (2016). Antecedents of adoption of pro-poor innovations in the bottom of pyramid: An empirical comparison of key innovation adoption models. Academy of Marketing Science(AMS) World Marketing Congress, Paris, France.
  • Hasan, Rajibul, Ben Lowe, and Dan Petrovici. (2015). An empirical comparison of key innovation adoption models in the context of the Bottom of the Pyramid (BOP). Kent Business School Conference, Canterbury, United Kingdom.
  • Hasan, Rajibul (2015). An empirical comparison of key innovation adoption models in the context of the Bottom of the Pyramid (BOP). Working paper presented for the research workshop organised by the University of Cape Town and the University of Essex., Cape Town, South Africa.
  • Hasan, Rajibul, Ben Lowe, and Dan Petrovici. (2015). Empirical comparisons of key innovation adoption models in the context of the Bottom of the Pyramid (BOP). Academy of Marketing Conference, Limerick, Ireland.


Aside from his PhD research and teaching commitments, he enjoys continuous professional development through his interests in many areas and the running of his own business Borobazaar – www.borobazaar.com .

He recently produced an analysis report on Apple Inc (http://www.grin.com/en/e-book/206976/apple-inc-an-analysis) inspired by his marketing and finance interests. This has been published by Grin Publisher, and several copies have been sold.

He has a strong interest in IT and a very thorough knowledge of software applications. His short instructional guide about referencing using Ms-Word was also published by Grin Publisher and produced purely for fun.

His company Borobazaar is a web-based e-commerce and social networking business, which He designed and formulated five years ago. This allows him to put into practice his marketing, finance & accounting, and business knowledge together with his interests in web designing and e-commerce.

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