Draft:Altaf Merchant

Altaf Merchant was born and raised in Mumbai, India. He earned a Bachelor of Commerce in 1993 in Accounting and an MBA in Marketing in 1997 from the University of Mumbai. He later pursued doctoral studies in the United States, earning a Ph.D. in Marketing with a supporting area in International Business from Old Dominion University in 2008.{{Cite web |title=Dean of the Milgard School of Business {{!}} Academic Affairs |url=https://www.tacoma.uw.edu/academic-affairs/dean-milgard-school-business_1 |access-date=2025-05-05 |website=University of Washington Tacoma |language=en}}

Merchant's career spanned both industry and academia. Prior to entering academia, he worked as a brand and marketing manager for over a decade in the corporate sector, managing global marketing campaigns and brand strategies for companies including Sara Lee, Reckitt Benckiser, GlaxoSmithKline, and Ranbaxy. He launched products and campaigns internationally across Asia, Africa, Europe, and North America for major brands such as Lysol, Aquafresh, and Sara Lee.{{Cite web |last=staff |first=South Sound |date=2021-02-22 |title=The List: Dr. Altaf Merchant |url=https://www.southsoundmag.com/arts-entertainment/the-list-dr-altaf-merchant/article_3284289b-344a-5312-851f-c1e932e4608b.html |access-date=2025-05-05 |website=SouthSoundMag.com |language=en}}

His academic career has been primarily at the University of Washington Tacoma's Milgard School of Business, starting as an Assistant Professor of Marketing in 2008. He was later promoted to Associate Professor of Marketing in 2013, and became a Professor of Marketing in 2019.

In addition to his roles at the University of Washington Tacoma, Merchant has held several visiting professorship positions. These include: Distinguished Professor in Residence at the MICA School of Strategic Marketing and Communication (2018); Visiting Professor at the University of Lorraine, France (2016); Visiting Professor at Aix-Marseille University, France (from 2015 to 2019); and Visiting Professor at King's College, London, UK (from 2016 to 2017). He also held a Visiting Senior Research Fellow position at King's College, London, UK in 2017.{{Cite web |title=Altaf Merchant, Ph.D. - AGB Institute for Leadership and Governance in Higher Education |url=https://leadandgovern.com/bio/altaf-merchant-ph-d/ |access-date=2025-05-01 |language=en-US}}

Merchant has served on the Global Advisory Board of the ICMC Conference at MICA School of Strategic Marketing and Communication since 2024.{{Cite web |title=CFP |url=https://easychair.org/cfp/icmc2025 |access-date=2025-05-05 |website=easychair.org}}

In 2019, Merchant was appointed as the Gary E. & James A. Milgard Endowed Dean of the Milgard School of Business at the University of Washington Tacoma.{{Cite web |last1=February 4 |first1=Published on |last2=2022 |date=2025-04-08 |title=Celebrating the leadership of Dr. Altaf Merchant {{!}} Office of the Chancellor |url=https://www.tacoma.uw.edu/chancellor/celebrating-leadership-dr-altaf-merchant?utm_source=chatgpt.com |access-date=2025-05-02 |website=University of Washington Tacoma |language=en}} Since assuming this role, he has overseen several key developments and achievements, including:

• Reaffirmation of AACSB accreditation for a six-year period in 2021.{{Cite web |last1=February 4 |first1=Published on |last2=2022 |date=2025-04-08 |title=Celebrating the leadership of Dr. Altaf Merchant {{!}} Office of the Chancellor |url=https://www.tacoma.uw.edu/chancellor/celebrating-leadership-dr-altaf-merchant |access-date=2025-05-05 |website=University of Washington Tacoma |language=en}}
• A 10% growth in student enrollment between the 2018-19 and 2024-25 academic years.{{Cite web |last=Stearns |first=John |date=2023-12-26 |title=Altaf Merchant: A Dynamic Dean |url=https://www.southsoundbiz.com/profiles/the-dynamic-dean/article_edbd9d22-9eb5-11ee-890a-2bfa4ad6801e.html?utm_source=chatgpt.com |access-date=2025-05-01 |website=SouthSoundBiz.com |language=en}}
• Strategic revenue generation and improvements in operational efficiency.{{Cite web |last1=February 4 |first1=Published on |last2=2022 |date=2025-04-08 |title=Celebrating the leadership of Dr. Altaf Merchant {{!}} Office of the Chancellor |url=https://www.tacoma.uw.edu/chancellor/celebrating-leadership-dr-altaf-merchant?utm_source=chatgpt.com |access-date=2025-05-01 |website=University of Washington Tacoma |language=en}}
• A 30% increase in yearly state funding.
• A 54% growth in net revenues from non-state programs.
• Growth in non-state funds reserves.

Consulting

Merchant has also engaged in various consulting projects, applying his marketing expertise to a range of organizations:{{Cite web |title=Altaf Merchant Ph.D. {{!}} University of Washington Tacoma Directory |url=https://directory.tacoma.uw.edu/employee/altafm |access-date=2025-05-02 |website=directory.tacoma.uw.edu |language=en}}

• Developed a media targeting strategy for Roku (2017).
• Contributed to the advertising strategy for Hasbro Toys, specifically for Magic the Gathering: Wizards of the Coast (2017).
• Developed a branding strategy for Annie Wright Schools (2016).
• Conducted a branding workshop for Sound Credit Union (2015).
• Led an MBA student project to develop a marketing plan for United Way of Pierce County (2011, pro-bono).
• Analyzed customer and donor perceptions for Giving Gets Results (2011, pro-bono).
• Conducted research to identify insights into donor attrition and CRM for Tacoma Symphony Orchestra (2011, pro-bono).
• Served as a reviewer for "Shaking the Globe" by Blythe McGarvie (2009, pro-bono).{{Cite book |last=McGarvie |first=Blythe J. |url=https://books.google.com/books?id=uVaWAAAAQBAJ |title=Shaking the Globe: Courageous Decision-Making in a Changing World |date=2009-01-08 |publisher=John Wiley & Sons |isbn=978-0-470-48501-9 |language=en}}
• Studied the psychographic profile of donors for WHRO TV Network (2008, pro-bono).{{Cite thesis |last=Merchant |first=Altaf |date=2008-07-01 |title=How Personal Nostalgia Influences Giving to Charity |url=https://digitalcommons.odu.edu/businessadministration_etds/38/?utm_source=digitalcommons.odu.edu/businessadministration_etds/38&utm_medium=PDF&utm_campaign=PDFCoverPages |journal=Theses and Dissertations in Business Administration |doi=10.25777/0tq7-rt72}}
• Analyzed the FISO index for Leadership for International Finance, LLC, with his work being featured in their newsletter (2007).

Merchant's research focuses on nostalgia,{{Cite thesis |last=Merchant |first=Altaf |date=2008-07-01 |title=How Personal Nostalgia Influences Giving to Charity |url=https://digitalcommons.odu.edu/businessadministration_etds/38/ |journal=Theses and Dissertations in Business Administration |doi=10.25777/0tq7-rt72}} brand heritage,{{Cite journal |last1=Rose |first1=Mei |first2=Rose ,Gregory M. |last3=and Merchant |first3=Altaf |date=2017-09-01 |title=Is Old Gold? How Heritage "Sells" The University to Prospective Students: The Impact of a Measure of Brand Heritage On Attitudes toward the University |url=https://www.tandfonline.com/doi/full/10.2501/JAR-2017-038 |journal=Journal of Advertising Research |volume=57 |issue=3 |pages=335–352 |doi=10.2501/JAR-2017-038 |issn=0021-8499}} cross-cultural issues, family issues, and prosocial behaviors. He has published over 50 peer-reviewed articles and delivered more than 100 conference presentations worldwide. He has been ranked 11th most impactful advertising scholar in the world.{{Cite web |title=Altaf Merchant, Ph.D. - AGB Institute for Leadership and Governance in Higher Education |url=https://leadandgovern.com/bio/altaf-merchant-ph-d/#:~:text=As%20a%20scholar,%20Merchant%20has,more%20than%2070%20scholarly%20presentations. |access-date=2025-05-05 |language=en-US}}

He serves as Associate Editor of the Journal of Advertising Research and sits on editorial boards including the Journal of Business Research.{{Cite journal |last1=Merchant |first1=Altaf |last2=Latour |first2=Kathryn |last3=Ford |first3=John |date=2013-01-01 |title=How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising |url=https://digitalcommons.odu.edu/marketing_pubs/12/?utm_source=chatgpt.com |journal=Journal of Advertising Research |volume=53 |issue=2 |doi=10.2501/jar-53-2-150-165}} Merchant is also affiliated with organizations such as the Academy of Marketing Science and has contributed as a program and colloquium co-chair.{{Cite web |title=Journal of Advertising Research |url=https://www.tandfonline.com/journals/ujar20/ |access-date=2025-05-02 |website=Taylor & Francis |language=en}}

In the area of place branding and stakeholder engagement, Merchant co-authored a study on "bi-directional participatory place branding," published in the Journal of Product & Brand Management. The research explored how cities like Ahmedabad can harness both tangible and intangible cultural heritage to cultivate a unique identity through inclusive stakeholder participation.{{Cite news |title=Why people are as important as places |url=https://timesofindia.indiatimes.com/city/ahmedabad/why-people-are-as-important-as-places/amp_articleshow/82510034.cms |access-date=2025-05-12 |work=The Times of India |issn=0971-8257}}

Merchant has also examined ethical considerations in digital marketing. In an article featured by JayRay, he discussed how automated targeting can unintentionally reinforce discrimination—particularly in housing and finance—and emphasized the need for intentional, equitable marketing practices.{{Cite web |last=White |first=Julia |date=2021-04-14 |title=Do your targeted ads discriminate? |url=https://jayray.com/do-your-targeted-ads-discriminate/ |access-date=2025-05-12 |website=JayRay |language=en-US}}

Merchant's work also investigates the psychological effects of nostalgia in advertising. In the "Paw'd Defiance" podcast episode titled A Green Cookie Monster?, he explores how nostalgic cues in marketing elicit emotional and physiological responses that shape consumer behavior.{{Cite AV media |url=https://www.buzzsprout.com/265902/episodes/1550725 |title=A Green Cookie Monster? - Paw'd Defiance |date=2019-08-14 |language=en |access-date=2025-05-12 |via=www.buzzsprout.com}} This research was further developed in a study co-authored by Merchant that analyzed reactions to changes in iconic brand characters like Cookie Monster. The findings revealed that consumers often form strong emotional attachments to brand icons, and modifying these figures—such as promoting healthier habits—can provoke resistance. The study underscored the importance of understanding consumer-brand relationships in rebranding efforts.{{Cite web |last=Palmquist |first=Matt |title=When Cookie Monster Goes on a Diet |url=https://www.strategy-business.com/blog/When-Cookie-Monster-Goes-on-a-Diet |access-date=2025-05-12 |website=Strategy+business |language=en-us}}

As dean, Merchant has advanced several initiatives. These include:

• The Entrepreneurship Academy{{Cite web|url=https://www.tacoma.uw.edu/business/entrepreneurship/entrepreneurship-academy|title=Entrepreneurship Academy | Entrepreneurship Center|website=University of Washington Tacoma}}: a certificate program supporting student startups.{{Cite web |last=Stearns |first=John |date=2023-12-26 |title=Altaf Merchant: A Dynamic Dean |url=https://www.southsoundbiz.com/profiles/the-dynamic-dean/article_edbd9d22-9eb5-11ee-890a-2bfa4ad6801e.html?utm_source=chatgpt.com |access-date=2025-05-02 |website=SouthSoundBiz.com |language=en}}
• The Center for Financial Wellness{{Cite web|url=https://www.tacoma.uw.edu/business/cfw|title=CFW Home | Center for Financial Wellness|website=University of Washington Tacoma}}: featuring a Financial Markets Lab with Bloomberg terminals.{{Cite web |last=Stearns |first=John |date=2023-12-26 |title=Altaf Merchant: A Dynamic Dean |url=https://www.southsoundbiz.com/profiles/the-dynamic-dean/article_edbd9d22-9eb5-11ee-890a-2bfa4ad6801e.html |access-date=2025-05-05 |website=SouthSoundBiz.com |language=en}}
• The Milgard student-managed investment fund (first in the UW system).

Merchant has involved in the development of new programs in areas like sports enterprise management,{{Cite web|url=https://www.tacoma.uw.edu/business/sem|title=Sports Enterprise Management | Sports Enterprise Management|website=University of Washington Tacoma}} women's leadership,{{Cite web|url=https://www.tacoma.uw.edu/business/clsr|title=CLSR Home | Center for Leadership and Social Responsibility|website=University of Washington Tacoma}} FINTECH,{{Cite web|url=https://sites.uw.edu/mcba/fintech-challenge/fintech-challenge_uw/|title=FinTech Challenge2024 – WA | Analytics Innovations Hub|website=sites.uw.edu}} and financial literacy.{{Cite web|url=https://www.tacoma.uw.edu/business/cfw/money-matters|title=Money Matters | Center for Financial Wellness|website=University of Washington Tacoma}} Community outreach projects under his leadership include mentorship for underrepresented high school students and the "Dawg Bites" campus event attended by over 3,000 people.

Merchant emphasizes inclusive leadership, innovation, and real-world readiness in business education. His leadership philosophy, as discussed in public forums including the IronMind Podcast, stresses empathy, collaboration, and preparing students for a globally interconnected economy.{{Cite AV media |url=https://www.youtube.com/watch?si=kHevfsFoDxjUHDEv&v=RkFG7gvx9Kk&feature=youtu.be |title=Ep 016: Dean of the UW Milgard School of Business, Altaf Merchant |date=2024-05-09 |last=Iron Mind Podcast |access-date=2025-05-12 |via=YouTube}}

He currently serves on the boards of Sound Credit Union,{{Cite web |date=2023-08-14 |title=Our Board {{!}} Sound Credit Union |url=https://www.soundcu.com/our-board/ |access-date=2025-05-05 |website=www.soundcu.com |language=en-US}} the World Trade Center Tacoma, and the Museum of Glass.

Merchant is married to Zahra, and they have a son, Zack, who graduated from the University of Washington Seattle's Foster School of Business and currently works at EY-Parthenon.{{Cite web |last=Huntington |first=Carlisle |date=2020-04-29 |title=24 Hours: Altaf Merchant |url=https://www.southsoundbiz.com/profiles/24-hours-altaf-merchant/article_9b73dbba-2b89-553c-b040-2acade17039c.html?utm_source=chatgpt.com |access-date=2025-05-02 |website=SouthSoundBiz.com |language=en}}

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