Teaching and Research Associate (Praedoc)

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Biography

Md. Abu Toha is a Research and Teaching Associate in Institute for Information Management and Control.at the Vienna University of Economics and Business (WU). Recently, He has completed an M.Phil. in Education, Globalization and International Development at the University of Cambridge, with a focus on generative AI, higher education, strategy and critical thinking. He has taught across Bangladesh, Malaysia, India, and Austria, and his research interests include sustainable strategy, eco-innovation, circular economy, and AI-enhanced learning. He also serves as Associate Editor of the Cambridge Journal of Climate Research and reviews for leading international journals.

Research Interests

Md. Toha’s research explores generative AI in higher education and strategy, with a focus on human cognition, equity, and strategic decision-making. His broader interests include sustainability, public policy, and experimental research on socio-technical systems.

• Generative AI, student cognition, and digital equity

• AI–human interaction and critical thinking

• Strategy and organizational decision-making

• Higher education governance and institutional readiness

• Sustainability policy and public sector transformation

• Experimental, RCT, and mixed-methods research

Teaching Experience

Md. Abu Toha has taught undergraduate and postgraduate courses across Bangladesh, Malaysia, India, and Austria. Selected courses include Research Methodology and Strategic Management (National University, Bangladesh), Small Business and Entrepreneurship, Strategic Management, and Corporate Ethics, Social Responsibility & Governance (University Technology PETRONAS, Malaysia), as well as Accounting and Taxation-related courses at National University, Bangladesh.

Recent Publications

1. Toha MA (2025), Artificial intelligence, sustainability and higher education: a systematic literature review toward sustainable higher education (SHE) framework. International Journal of Educational Management, Vol. ahead-of-print No. ahead-of-print. doi.org/10.1108/IJEM-12-2024-07732.

2. Toha, Md Abu & Johl, Satirenjit & Khan Phd, Parvez & Salim, Mohd. (2025). Why diverse boards are market game-changers: driving the sustainable future from the lens of proactive eco-innovation for firm market performance. Quality & Quantity. 59. 1253-1282. 10.1007/s11135-025-02059-0.

3. Toha, M.A, (2025). Shaping Critical Thinking Skills and Institutional Readiness: The Role of Generative Artificial Intelligence in Bangladesh’s Higher Education (Working papers)

4. Toha, M.A, (2025). Examining Methodological Rigor: A Critique of An Experimental Study on Generative Artificial Intelligence (GenAI) Impact on Student Writing Skills (Working papers)

 

Recent Book Chapters

1. Kowsalya, P., Flora, G. J., Kousalya, A., Toha, M. A., Khan, P. A., Choudhury, M., Firdous, S., & Parthasarathi, T. (2025). Circular systems unveiled: Essential components and their impact on recycling, reuse, and resource recovery. In Sustainable Urban Future (pp. 55–71). Springer, Singapore. https://doi.org/10.1007/978-981-95-2976-6_3

2. Toha, M. A., Khan, P. A., Irfan, F., Salim, M., & Khan, M. (2024). Unboxing eco-innovation and ESG for circular economy. In Climate Governance and Corporate Eco-innovation: A Framework for Sustainable Companies (pp. 353-366). Springer Nature.

 

Recent Conferences

1. Toha, M. A. (2025, October 27–29). Shaping critical thinking skills and institutional readiness: The role of generative artificial intelligence in Global South higher education [Paper presentation]. Cambridge Generative AI in Education Conference 2025, Cambridge, England.

2. Toha, M. A. (2025, July 1–3). Theorizing Generative AI’s Role in Strategic Decision-Making: From Automation to Augmentation [Paper presentation]. INFORMS Conference on Service Science 2025, University of Oxford, Saïd Business School, Oxford, England.

 

Research Projects

• Principal Investigator | University of Cambridge M.Phil. Thesis Project (2024–2025)
  “The Impact of Generative AI on Critical Thinking in Higher Education: A Mixed-Methods Study in Global South”.
  Designed and implemented an RCT with 108 students, conducted 14 faculty interviews, and applied thematic and statistical analysis to develop a conceptual model linking GenAI use, institutional support, and cognitive outcomes.

• Associate Investigator | National University, Bangladesh (2022–2024)
  “The Impact of Sustainable Innovation on Emerging Economies (Global South)”
  Conducted interviews and thematic analysis on sustainable innovation; contributed to research design, ethics, and field protocols.

• Associate Investigator | Jagannath University (2021–2022)
  “Does Eco-Innovation Support Firm Progression in Emerging Economies”
  Conducted semi-structured interviews, analyzed firm sustainability strategies, and organized dissemination seminars for policymakers and industry stakeholders.

• Research Assistant | Malaysian Government FRGS Project (2019–2021)
  “Eco-Innovation Index for CO₂ Emission Reduction in the Malaysian Energy Sector”
  Conducted literature reviews, survey design, pilot studies, and mixed-methods data analysis in collaboration with interdisciplinary teams.

Awards, Grants & Fellowships

• 2024 – M.Phil. Fellowship, National University, Bangladesh

• 2024 – Hughes Hall Grant, Cambridge University, UK

• 2021 – Graduate on Time (GOT) Award, University Technology PETRONAS, Malaysia

• 2021 – Bronze Award (Conference), Taylor’s University, Malaysia

• 2019 –Fundamental Research Grant Scheme (FRGS), Ministry of Higher Education Malaysia

• 2010 – Placed 8th, Undergraduate Admission Test, Jagannath University

• 2009 – Perfect Attendance Award, Notre Dame College

• 2008 – Placed 15th, Higher Secondary Certificate Examination