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Shahida Cassim

Associate Professor in the Faculty of Management Studies at the University of KwaZulu Natal

Shahida Cassim is Associate Professor in the Faculty of Management Studies at the University of KwaZulu Natal. She holds the post of Director of the Centre for Entrepreneurship at the Graduate School of Business at the University. She was invited to this post by the Dean of the Faculty of Management Studies to re invent the Centre for Entrepreneurship in 2010.

Shahida moved to academia after a short spell in corporate during the apartheid years. She started and built her career in the School of Management at the ‘old’ University of Natal, Howard College Campus over 27 years ago. The two disciplines that she has contributed to over the years have been Marketing and Entrepreneurship.

In the field of Marketing, Professor Cassim developed an international reputation for her research into marketing to children, which led to her appointment to a World Health Organization Ad Hoc Expert Group. The Expert Group worked for two years on the development of a set of recommendations for food marketing to children to be used by all member states as of 2010.

Shahida Cassim has conducted research, taught and consulted in the field of entrepreneurship during her academic career. Her particular interests are in entrepreneurship education, entrepreneurship policy, business incubation, enterprise support, and entrepreneurial finance. Se has published in the field and has developed a range of practical interventions (including developing and running a Certificate programme in Entrepreneurship for fashion designers).

She has many innovative initiatives for taking the Centre for Entrepreneurship at the University to fulfill its vision of contributing to the development of an enterprise culture in Southern Africa. She has attracted international visibility to the Centre at UKZN.

Professor Cassim adds a whole range of community work to her busy portfolio. She has served the Advisory Board of Al Baraka Bank and serves as member of the Board of Directors of Orient Islamic School. She has on several occasions served in various advisory capacities to a wide range of CBOs and NGOs in the country.