Dr. Samah Abu Assab

Organization Committe Member, Birzeit University, Palestine.

Samah Abu Assab is an expert in marketing, technology, and sustainable innovation, renowned for her focus on humancentered design, new product development, entrepreneurship, and sustainability in business. Her academic journey includes a post-doctoral position at TUBerlin, Germany, where she specialized in raising public awareness on sustainable manufacturing. Prior to this, she attained her Ph.D. in Marketing and Innovation Management from TU-Cottbus, Germany, and a master’s degree in technology and Innovation Management from the same institution. Samah’s academic foundation began with a bachelor’s degree in mechanical engineering from Birzeit University, Palestine. Her research interests in areas in marketing, new product development, sustainable entrepreneurship, and human-centered design.
Beyond her academic pursuits, Samah has contributed to the practical realm through her many consultancies. She offered guidance in digital transformation to municipalities and delivered extensive training sessions for startups in business development, new business
models, and design thinking. These experiences have enriched her professional portfolio and enabled her to bridge the gap between theoretical research and real-world applications. Samah continues to drive momentum in advancing innovative solutions that prioritize sustainability and human-centric approaches in both business and society.