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Assoc. Prof. Dr.
Arnifa Binti Semawi @ Asmawi Associate Professor FACULTY OF MANAGEMENT (FOM) FOM BR3006 , Multimedia University, Persiaran Multimedia 63100, Cyberjaya, Selangor 03-83125856 arnifa.asmawi@mmu.edu.my 
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Dr Arnifa Asmawi has a wealth of corporate experience in performance management and strategy implementation. She is currently the Deputy Director of Strategy and Quality Assurance, MMU. She manages the university-wide implementation of MMU PLUS U transformation strategies, performance management, and process improvement. Before her academic career, she was a strategy analyst at Telekom Research & Development Sdn. Bhd. (TMR&D). In TMR&D, she specialized in strategic human resource management and performance management. She was responsible for managing the enterprise-level process of Balanced Scorecard (BSC) and key performance indicators and was a member of the TM Group BSC Resource Team.
Dr Arnifa is also a certified trainer and facilitator from Human Resource Development Corporation (HRD Corp) Malaysia. She conducts training in areas of leadership and performance management. Dr Arnifa also served as a consultant to the industry. Her clients include “Mothers for Mothers/E-Homemakers”- A network of mothers advocating home working and teleworking in Malaysia. TM Group is also her major client where she developed TM Innovation Audit for the TM Transformation and Development Division (TDD) and produced a benchmarking report on the implementation of the Learning Point Reward System for TM Learning Experience Centre (TM-LEX). She was also the advisor for the Smart City Blueprint Development, Significant Technologies (Sigtech) Sdn Bhd.
She is an Associate Professor at the Faculty of Management, MMU. She has more than 20 years of research experience in R&D and innovation management. She secured various research grants at the international, national, and university level and has published numerous articles on transformational R&D leadership, R&D culture, high-performance work practices, and university-industry collaborations. Her current research interests include mission-oriented innovation, social capital data analytics, and innovation Valley of Death.
Dr. Arnifa received her B.A (Hons) Industrial Relations and Human Resource Management from the University of Kent, UK. She then completed her Master of Philosophy and PhD from MMU. Dr. Arnifa is a passionate educator in leadership, organizational behavior, human resource management, and research methodology at the undergraduate and postgraduate level.
