Ms Azni Zarina Taha

Ms Azni Zarina Taha
Ms Azni Zarina Taha

Full-time doctoral student

Work & Organisational Psychology Group


  • 2006 Masters of Business Administration, University Malaya, Kuala Lumpur, Malaysia (Majoring in Marketing Management).
  • 1996 Bachelor of Science in Parks, Recreation and Tourism, University of Missouri, Columbia, Missouri, USA (Majoring in Tourism and Leisure Service Management).

Research Interests

My research interest is in issues relating to organizational change and envirinmental dynamics.  I am interested in understanding what organizational factors contribute to the organization's ability to adapt and respond quickly to the dynamic environment they operate in. My specific interest lies in three specific organizational factors which include, organization's receptivity context for change, dynamic capabilities, and organizational flexibility.


  • 2006 - present Lecturer, Business School, University Malaya, Kuala Lumpur, Malaysia
  • 2001- 2006 Tutor, Business School, University Malaya, Kuala Lumpur, Malaysia
  • 1997 - 2001 Manager, Esso Station, KL-Seremban Highway East, Kuala Lumpur, Malaysia
  • 1997 - 1997 Event Executive, Red Archer Sdn, Bhd
  • 1996 - 1996 Intern, Greater St. Charles Convention and Visitor's Bureau, Missouri, USA


  • Ghazali Musa, Azni Zarina Taha and Nazirah Hasnan, 'Purchase behavior of tourism services among the disabled community in Klang Valley, Mayalsia' Refereed Paper of Atlas Asia Pacific Conference 2006, Tourism After Oil, 3-5 December 2006.
  • Azni Zarina Taha 'Organizational Characteristics and Human Resource Practices' Masters of Business Administration Thesis, Faculty of Business and Accountancy, University of Malaya.
  • Ghazali Musa, Azni Zarina Taha and Nazirah Hasnan, 'Tourism and disability: An exploratory study of travel motivation', preference proceedings of ATLAS Africa Conference 2004 Leadership, culture and knowledge: Gateway to sustainable tourism in Africa Pretoria, South Africa, 29th September - 1st October, 2004.
  • Ghazali Musa and Azni Zarina Taha 'Tourism and the disabled in Malaysia' in the Conference Proceedings of the TEAM Tourism conference in Intekma Shah Alam ,10th - 11th October 2003.
  • Azni Zarina Taha and Ghazali Musa 'Residents Perception Towards Tourism Impact in Kuala Selangor' 2nd Tourism and Hospitality Educators National Conference, Tourism Educators Association of Malaysia, October 10 - 11, 2003.
  • Azni Zarina Taha and Ghazali Musa 'Social perspective of tourism development' an abstract in the conference during the 1st International Conference of the Asian Academic of Applied Business, Kota Kinabalu, 10 - 12 July 2003.
  • Nor Khomar Ishak and Azni Zarina Taha, 'Impact of Tourism Development on the Community' in the 1st International Conference on Business & Economics in Kota Kinabalu, July 10 - 12, 2003.

Research Consultancy

  • Researcher 'Detailed Study on Consumer Behavior towards Electricity Consumption and End Users of Electricity in the Industrial Sector' Tenaga Nasional Berhad, joint effort with the Engineering Department in University Malaya.
  • Research Assistant 'Malaysian SMI Competitiveness' Ministry of Domestic Trade and Consumer Affairs.
  • Research Assistant 'Recommended Retail Price in Malaysia' Ministry of Domestic Trade and Consumer Affairs.
  • Research Assistant 'Economic Impact of Tourism' Sepang International Circuit.

Event Consultancy

  • Event Consultant, Client: BonusKad Sdn. Bhd., Events: Second BonusLink Family Carnival (2005) and First BonusLink Family Carnival (2001).  The BonusLink Family Carnival is a consumer exhibition, which enhances their CRM program. The event offers customers a chance to be up close and personal with BonusLink as well as its business partners. The event occupied all three exhibition halls in the MidValley Exhibition Center.  They estimated about 250,000 people attended the event, where the total number of members was 170,000.
  • Event Consultant, Client: Kao (Malaysia) Sdn. Bhd, Events: Kao Being a Woman-Finals-Lot 10, Kuala Lumpur(2002) and Kao Being a Woman-Semi Finals-Crystal Crown Hotel (2002). Objective of the contest was to enhance Kao's brand image.  It was the grand final for the Kao Being a Woman Contest.  The winner will win the chance to meet a woman idol and to interview her on NTV 7.
  • Event Consultant, Client: Kimberly-Clark Trading (M) Sdn. Bhd. Event: Huggies Magic Moments Promotion-MidValley Megamall. The objective of the event was to enhance Huggies brand image. It was in conjunction with Huggies Magic Momemt Photo Contest. 
  • Event Consultant, Client: Sara Lee Malaysia Sdn. Bhd. Event: Brylcream Boyz Have You Got It-Singing Contest. The objective of the event was to promote the brand. It was divided into two parts, the preliminary contest was held at Emporio Grand Cafe and the final was shot directly from NTV 7 Studios.
  • Event Consultant Client; RHB Bank Event: RHB-Open House at Chinoz, Suria KLCC. Objective of the event was to promote and create marketing hype of the new RHB My1 Account. The secondary objective was to promote the RHB Visa and Master credit cards.

Employable Graduates; Exploitable Research