Dr. Moeen Naseer Butt is an Assistant Professor of Marketing at Lahore University of Management Sciences. He received his PhD in Marketing from Ivey Business School at Western University, Ontario, Canada, in 2017. As a Fulbright Scholar, he did Master of Science in Marketing from Johns Hopkins Carey Business School, Maryland, USA, in 2011. Dr. Moeen has worked at Lahore University of Management Sciences, Sungkyunkwan University, and FAST National University.

Dr. Moeen’s current research projects include assessing the impact of growth, governance, and geography on the performance of franchise businesses. Additionally, he works in the marketing-finance interface. He relies on state-of-the-art econometrics and geographic information system (GIS)-informed spatial techniques to investigate the hypothesized relationships in business-to-business (B2B) settings. He is also interested in the appropriate use of firm performance metrics by marketing scholars and practitioners alike. His research has been published in Journal of Marketing, Marketing Science, Journal of Brand Management, and Journal of Strategic Marketing. His ongoing research projects are under review at Journal of Marketing Research and Journal of Marketing.

Refereed Journal Publications

Butt, M. & Baig, A. (2024). Assessing the Financial Consequences of Clustering. Journal of Business Research, 178, doi:https://doi.org/10.1016/j.jbusres.2024.114653.

Naseer Butt, M. (2023). Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size. Journal of Brand Management.

Naseer Butt, M. (2021). The Marketing Implications of Financial Accounting. Review of Marketing Research, 18.

Naseer Butt, M. (In Press 2021). Tobin's Q Approximation as a Metric of Firm Performance: An Empirical Evaluation. Journal of Strategic Marketing, doi:https://doi.org/10.1080/0965254X.2021.1947875.

Naseer Butt, M. (2019). Superfood Quinoa: A Farmer's Journey into Unchartered Waters. Emerald Emerging Markets Case Studies.

Butt, M., Antia, K., Murtha, B. & Kashyap & Kashyap, V. (2018). Clustering, Knowledge Sharing, and Intrabrand Competition: A Multiyear Analysis of an Evolving Franchise System. Journal of Marketing, 82 (1), 74-92, doi:10.1509/jm.16.0173.

Butt, M. & Bendle, N. (2018). The Misuse of Accounting-Based Approximations of Tobin's q in a World of Market-Based Assets. Marketing Science, 37 (3), 484-504.

Cases

Zhuang, W., Lan, Y., Miao, Z., D. Antia & D. Antia, K. & Naseer Butt, M. (2015). 'Xiamen Airlines: Bracing for Impact'., Published. Ivey Publishing (Product# 9B15A015), Ivey Publishing.

Butt, M. (2012). 'FlavorAdd: A Behind-the-Country Mystery'. LUMS No. 04-2362-2012-1, Published. Lahore University of Management Sciences, Lahore University of Management Sciences.

Butt, M. (2013). A Note on Secondary Data in Pakistan: Healthcare Indicators'. LUMS No. 16-289-2013-2, Published. Lahore University of Management Sciences, Lahore University of Management Sciences.

Butt, M. (2012). A Note on Secondary Data in Pakistan: Education Indicators'. LUMS No. 16-288-2012-2, Published. Lahore University of Management Science, Lahore University of Management Science.

Naseer Butt, M. (2024). Zaan: The Branding Strategy For Growth, Under. Case Research Unit, LUMS.

Naseer Butt, M. (2022). The Business of Franchising, Published. Lahore University of Management Sciences, LUMS Case Research Center.

Naseer Butt, M. (2022). Baguette Galore: The Value Bonanza Campaign, Published. Lahore University of Management Sciences, LUMS Case Research Center.

Naseer Butt, M. & Haque, E. (2020). HBL: Sponsoring Pakistan Super League, Published. Case Research Unit, LUMS, LUMS No. 04-2374-2019-1, Case Research Unit, LUMS.

Presentations

Butt, M. & Mitra, A. (2023). Mitigation in Marketing: Assessing the Public Health Benefits of Restaurant Inspections. Entrepreneurship for Sustainability & Impact (ESI) Conference, Doha, Qatar.

Naseer Butt, M. (2022). MITIGATING UNILATERAL RELATIONSHIP TERMINATION: THE ROLE OF FRANCHISE SYSTEM HIERARCHY, REPUTATION, AND REGULATION. AMA Winters Marketing Educators' Conference, Nashville, Tennessee.

Naseer Butt, M. (2022). Assessing the Public Health Benefits of Restaurant Inspections. Asian Management Research and Case Conference (AMRC), Al Ain, UAE, Al Ain, United Arab Emirates.

Naseer Butt, M. (2021). Monitoring Costs, Risks, and Effectiveness: An Expanded Perspective. AMA Winters Marketing Educators' Conference, Virtual, Virtual.

Butt, M. (2020). Restaurant Inspections, Compliance, and their Impact on Public Health. AMA Winters Marketing Educators' Conference, San Diego, California.

Kashyap, V., Butt, M. & Antia, K. (2019). On the Same Team? Free-Riding Potential, Prior Performance, and Outlet Survival. INFORMS Marketing Science Conference, Rome, Italy.

Butt, M. & Antia, K. (2019). Franchise System Growth and Franchisor Severe Enforcement: The Effects of Regulation and Governance. AJMC Conference – LUMS, Al Ain, United Arab Emirates.

Kashyap, V., Butt, M. & Antia, K. (2019). On the Same Team? Free-Riding Potential, Prior Performance, and Outlet Survival. AMA Winters Marketing Educators' Conference, Austin, Texas.

Butt, M. & Antia, K. (2018). Franchise System Growth and Franchisor Terminations. INFORMS Marketing Science Conference, Philadelphia, Pennsylvania.

Butt, M., Antia, K. & Wathne, K. (2018). Crisis Management in a Co-Branding Alliance Network. AMA Winters Marketing Educators' Conference, New Orleans, Louisiana.

Kashyap, V., Butt, M. & Antia, K. (2018). On the Same Team? An Examination of Multi-Unit Franchise Systems. AMA Summer Educators Conference,, Boston, Massachusetts.

Kashyap, V., Butt, M. & Antia, K. (2018). On the Same Team? An Examination of Multi-Unit Franchise Systems. Institute for the Study of Business Markets (ISBM), Boston, Massachusetts.

Naseer Butt, M., D. Antia, K., Murtha, B. & Kashyap & Kashyap, V. (2017). Clustering, Governance, and Individual Outlet Sales: A Multi-Year Analysis of an Evolving Franchise System. INFORMS Marketing Science Conference, Los Angeles, Los Angeles, California.

Naseer Butt, M., D. Antia, K., H. Wathne, K., Fisher & Fisher, R. & Wang, S. (2017). Crises Management in a Co-Branding Alliance Network. AMA Winters Marketing Educators' Conference, Orlando, Florida.

Naseer Butt, M., D. Antia, K., Murtha, B. & Kashyap & Kashyap, V. (2017). Clustering, Governance, and Individual Outlet Sales: A Multi-Year Analysis of an Evolving Franchise System. AMA Winters Marketing Educators' Conference, Orlando, Florida.

Naseer Butt, M. & D. Antia, K. (2016). A Page Too Brisk? Firm Growth and its Impact on Performance. AMA Winters Marketing Educators' Conference, Las Vegas, Nevada.

Naseer Butt, M., D. Antia, K., Murtha, B. & Kashyap & Kashyap, V. (2016). Proximity, Ownership-Related Governance, and Individual Outlet Sales: A Multi-Year Analysis of an Evolving Franchise System. Institute for the Study of Business Markets (ISBM), Atlanta, Georgia.

Naseer Butt, M., D. Antia, K., Murtha, B. & Kashyap & Kashyap, V. (2016). Proximity, Ownership-Related Governance, and Individual Outlet Sales: A Multi-Year Analysis of an Evolving Franchise System. Theory + Practice in Marketing Conference, Houston, Texas.

Naseer Butt, M. & D. Antia, K. (2015). A Page Too Brisk? Firm Growth and its Impact on Performance. INFORMS Marketing Science Conference, Baltimore, Maryland.

Naseer Butt, M. & Bendle, N. (2015). The Use and Misuse of Tobin's q in Marketing. Marketing Strategy Meets Wall Street IV, Singapore, Singapore.

Naseer Butt, M. & D. Antia, K. (2015). A Page Too Brisk? Firm Growth and its Impact on Performance. GIS Day Conference, London, United Kingdom.

Naseer Butt, M. & D. Antia, K. (2015). Growth, Governance, and Geography in Distribution Channels Research. AMA Summer Educators Conference,, Chicago, Illinois.

Naseer Butt, M. & Bendle, N. (2014). The All Powerful q: The Use and Misuse of Tobin's q in Marketing. Canadian Empirical & Theoretical Symposium in Marketing Strategy, Hamilton, Canada.

Working Papers

Naseer Butt, M., Banerjee, S. & Sultan, F. (2024). Profiling BOPIS Orientation From Multiplatform Behavioral Data.

Butt, M. (2024). The Effect of Clustering on Electronic Word-of-Mouth (eWOM) Volume and Valence: The Role of Franchising.

Naseer Butt, M. (2024). Consumer Preferences of Packaged Milk in Pakistan – An Empirical Investigation.

Kashyap, V., Butt, M. & Antia, K. (2024). On the Same Team: A Longitudinal Potential of Free-Riding Potential in a Distribution Channel System.

Naseer Butt, M., Antia, K., Wathne, K. & Wang & Wang, S. (2024). Crises Management in a Co-Branding Alliance Network.

Naseer Butt, M. & Mitra, A. (2024). Efficiency- and Risk-Based Determinants of Monitoring: Evidence from Restaurant Inspections.

Naseer Butt, M. (2024). What would the Balance Sheet look like if Marketers Set The Rules? Improving the Reporting of Intangible Assets.