Academic Profile
I am an interdisciplinary researcher focused on artificial intelligence, managerial cognition, and strategic decision-making in small and medium-sized enterprises (SMEs). My work integrates perspectives from strategic management, organisational theory, and information systems, with a particular emphasis on how generative AI influences decision processes under uncertainty.
My current research explores how SME managers interpret, evaluate, and integrate AI-generated outputs into strategic decisions, with attention to sensemaking processes and trust calibration dynamics.
Education
MSc International Business and Management
University of Bradford, United Kingdom
- Dissertation: The Impact of Green Packaging on Brand Loyalty and Willingness to Pay a Premium in the UK Consumer Electronics Industry
- Focus: Consumer behaviour, sustainability, and value perception in competitive markets
BSc Political Science
University of Gujrat, Pakistan
MA Urdu
University of Sargodha, Pakistan
B.Ed (Education)
Allama Iqbal Open University, Pakistan
Research Interests
- Generative AI in SMEs
- Strategic Decision-Making under Uncertainty
- Human–AI Interaction in Management Contexts
- Organisational Sensemaking and Cognitive Processes
- Digital Transformation and Innovation
- Trust Calibration in AI-Augmented Decision Systems
Research Skills
Qualitative Research
- Semi-structured interviews
- Case study design
- Thematic analysis
- Abductive reasoning approaches
Academic Competencies
- Literature review synthesis and conceptual development
- Framework development and theory integration
- Academic writing and argument structuring
- Research proposal design
Analytical Skills
- Interpretation of complex qualitative datasets
- Identification of patterns in organisational behaviour
- Conceptual modelling of decision processes
Current Research Focus
My ongoing doctoral research investigates:
How SME managers use generative AI in strategic decision-making under uncertainty, and how they calibrate trust in AI-generated outputs over time.
This research examines AI not as an autonomous decision-maker, but as an interpretive input embedded within organisational cognition and managerial judgement.
Academic Orientation
My research approach is grounded in:
- Interpretive epistemology
- Theory-driven qualitative inquiry
- Process-oriented explanation
- Mechanism-based analysis of organisational behaviour
I prioritise explanatory depth over predictive modelling, focusing on how and why decisions are formed rather than only what decisions are made.
Professional Context
Alongside academic training, I have developed experience in diverse working environments, which has strengthened my understanding of organisational behaviour in practice. These experiences inform my interest in how decisions are made under real-world constraints, particularly in resource-limited environments such as SMEs.
Research Ethos
My academic work is guided by:
- Conceptual precision over rhetorical complexity
- Mechanism-based explanation over surface description
- Critical engagement with technology narratives
- Integration of theory across disciplinary boundaries
Current Status
I am currently developing and refining a PhD research proposal focused on AI adoption, managerial cognition, and strategic decision-making in SMEs within the UK context.
shahzadisaba4z-biesm 