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Assistant Professor

Dr. Setiadi Umar


Setiadi Umar is an Assistant Professor in the Marketing Department at KFUPM Business School, King Fahd University of Petroleum and Minerals (KFUPM). He received a Ph.D. in Marketing from Rutgers Business School and a master’s degree in international business from the University of New South Wales. He won a scholarship from the World Bank and for his contribution to Indonesian community as well as for having academic excellence, he was awarded Ambassador’s Award for Excellence by the Embassy of the Republic of Indonesia. He also received fellowships from both Academy of Marketing Science and American Marketing Association.

His research interest lies in the area of innovation management, inter-firm dynamics, marketing and customer analytics and big data marketing. He usually utilizes secondary data and tests theoretically driven hypotheses using econometric models. His dissertation investigating segment entry and exit decisions won Dean’s Summer Scholarship Research Funds. His works have been published in several reputable journals, such as Marketing Letters and Business Strategy and the Environment, and have been presented at many reputable international conferences.


Ph.D in Marketing – Rutgers Business School, Newark, NJ, USA
Master of Commerce (M.Com) – International Business – University of New South Wales (UNSW), Sydney, Australia
Bachelor of Economics (Management) – Parahyangan Catholic University, Indonesia


Empirical marketing strategy, interfirm competition and cooperation dynamics, innovation and management, product positioning and launch, econometric models, panel and times series.

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