Towhidul Islam | Gordon S. Lang School of Business and Economics

Towhidul Islam

University Research Chair, Professor and Graduate Coordinator
Department of Marketing and Consumer Studies
Phone number: 
519 824 4120 ext. 53835
Macdonald Institute (MINS), Room 206B

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Dr. Towhid Islam is Professor of Marketing and Consumer Studies, College of Business and Economics (CBE) and University Research Chair, University of Guelph, Canada. His PhD is in Management Science from Imperial College Business School, University of London, UK.  He has held research and faculty positions at the University of Sydney, Australia; University of Technology, Australia; Dalhousie University, Canada; University of Northern BC, Canada, Vienna University of Economics and Business, Austria. His main research interests are in consumer choice and choice models and innovation diffusion to further understand human behavior and improve decision making. 

Dr. Islam’s work has appeared in many key journals including Management Science, Journal of Consumer Research, Journal of Consumer Psychology, European Journal of Operational Research, International Journal of Research in Marketing, Decision, Journal of Choice Modeling, Journal of Consumer Affairs, and International Journal of Forecasting among other outlets. His teaching focus is in the areas of Research Methods, Multivariate Research Methods, Marketing Analytics and Strategy, Structural Equation Modeling, Applied Statistics, and New Product Development and Forecasting. His publications in journals from across the globe have received over 3250 citations to date and his h-index (an indicator of lifetime achievement that accounts for both productivity and impact) is 27. The originality and novelty of his research approach has directly contributed to being awarded three Social Sciences and Humanities Research Council of Canada (SSHRC) grants plus major funding from the Australian Research Council (ARC). 

Towhid Islam is the founder of DataOrbit, a  leader in consumer choice and innovation diffusion research. 

Google Scholar Citations:                                                             (

  • Ph.D. Imperial College Business School, University of London, UK.
  • D.I.C. Diploma of Imperial College, London, UK.
  • M.B.A. Institute of Business Administration (IBA), Dhaka University, Bangladesh.
  • M.Sc. in Telecommunications Eng. Sofia, Bulgaria.
  • Innovation Adoption and Diffusion 
    • International Market Entry Decisions by Telecom Operators
    • Technological Convergence in Emerging Markets
    • Predicting Future Technology 
    • Diffusion of Internet of Things (IoT)
    • Multi-generations of Technological Innovations
    • Segment Level Stability in New and Incremental Innovations
  • Understanding Consumer Choice
    • ​​Evaluating Consumer Choice by Comparing and Combining Survey and Real Purchase Data
    • Choice Experiments and Choice Models
  • Machine Learning and Artificial Intelligence (AI) in Predictions 


Open to advising MSc students:  YES

Open to advising PhD students:  YES