PROF NORAZAH, SEVEN YEARS AMONG WORLD'S TOP SCIENTISTS

Petite in stature and soft-spoken in manner, Prof Ts Dr Norazah Mohd Suki may appear unassuming at first glance. Yet behind her gentle presence lies a woman of remarkable achievements.

The Universiti Utara Malaysia (UUM) researcher and professor has made history as the first Malaysian woman to be ranked among the world’s top two per cent of scientists for seven consecutive years, from 2019 until this year.

The prestigious list, published by Stanford University in collaboration with academic publisher Elsevier, evaluates over nine million researchers worldwide. Of that number, only about 100,000 high-impact scientists are selected based on citations, H-index, international collaborations, and key authorship roles.

For Norazah, the recognition is more than just a personal milestone — it is a source of pride for Malaysia.

“When I found out I had been listed for the seventh time, I was truly grateful. It is not only an acknowledgment of my hard work but also a legacy for UUM and Malaysia, showing that we can stand shoulder-to-shoulder with international scientists,” she told Bernama in a recent interview.

Her achievement not only highlights her personal excellence but also strengthens Malaysia’s research profile on the global stage. More importantly, it serves as a symbol of the resilience of Malaysian women in academia — a field often dominated by men.

 A TRUE RECOGNITION

 Norazah has been listed among the World’s Top 2% Scientists since the recognition was first   introduced by Stanford University and Elsevier in 2019. Today, she ranks 167th globally in the field  of Business and Management, and 5,173rd overall among the 100,000 high-impact scientists worldwide.

According to the Scopus database, she holds an H-Index of 39, with more than 196 published articles and over 5,000 citations by researchers across the globe — an extraordinary achievement in the fields of social sciences and management, which generally record lower citation rates compared to the pure sciences.

Researcher and UUM professor, Prof Ts Dr Norazah Mohd Suki when met by Bernama recently.

(Scopus is a peer-reviewed, multidisciplinary database, while the H-Index is a metric that measures both the productivity and citation impact of a researcher’s publications.)

Explaining the significance of her record to Bernama, Norazah said that an H-Index of 39 means at least 39 of her articles have each been cited at least 39 times by other researchers.

“In reality, not everyone can reach a Scopus H-Index of 30, let alone 39. It is a very high number, especially in social sciences and management, because these fields do not have as many researchers or as high citation rates as the pure sciences.

“This figure shows that my research is not only being published, but also widely used and referenced by the international academic community,” she explained.

She emphasised that inclusion in the world’s top two per cent of scientists does not depend solely on the number of publications, but on the quality and true impact of research.

“There is no application, no nomination. Everything is based on verified, high-impact publication data. So, when your name appears on that list, it is truly the result of years of hard work,” she said, adding that her achievement also reflects discipline, consistency, and a strong sense of curiosity as the keys to success.

Remaining on the list, she admitted, is no easy feat.

“To sustain this recognition, you must remain active in conducting high-impact research, writing, publishing, and collaborating internationally. No matter how busy I get, I always ensure that every single day, I set aside time to write or review research data with discipline,” she shared.

ACADEMIC AND FAMILY JOURNEY

Born in Kluang, Johor, in 1977, Norazah is the second of three siblings. She grew up and received her early education in Jasin, Melaka, in a family environment that strongly emphasised discipline and education.

It is little surprise, given that her mother, Azbah Semat, served as a Special Grade Midwife at Melaka Hospital before retirement, while her late father, Mohd Suki Umbi, once served in the Royal Malaysian Navy before becoming a hostel warden at Institut Kemahiran Mara Jasin.

Prof Norazah (centre) is the first woman from Malaysia to be listed in the top two percent of the world's best scientists for seven consecutive years from 2019 to this year. Pix credit Prof Dr Norazizah Mohd Suki.

“My mother and late father were the pillars of my success. They would drive my sister and me — Associate Professor Ts Dr Norbayah — to campus every day at Multimedia University (MMU) Melaka and later MMU Cyberjaya. They never tired of encouraging us to pursue knowledge to the highest level,” she shared with gratitude.

Her elder sister is currently serving at UUMKL, while their youngest sibling, Mohamad Syukri, is a trained chef who is self-employed.

A graduate of Institut Perdagangan Mara, Norazah went on to complete her bachelor’s degree at MMU in 2000. She then pursued her master’s and PhD in marketing and e-commerce at the same university, completing her studies in 2006 at the age of 29.

Over the past 25 years in academia, Norazah’s career has been one of dedication and perseverance, spanning multiple higher education institutions in Malaysia. She has served at MMU, Universiti Teknologi Petronas, Universiti Tenaga Nasional, Universiti Industri Selangor, and Universiti Malaysia Sabah (Labuan International Campus), before joining UUM in 2018.

“Each place offered a different experience, but collectively they shaped who I am today,” she reflected on her career journey.

That same year, she was honoured with the Malaysia’s Research Star Award (MRSA) — a prestigious recognition jointly presented by academic publisher Elsevier and the Ministry of Higher Education to Malaysian researchers whose international publications are of the highest quality.

Today, at the age of 48, Norazah is not only a professor but also serves as the Deputy Dean (Research, Innovation & Corporate Relations) at the Othman Yeop Abdullah Graduate School of Business (OYAGSB), UUM — a testament to the discipline, focus, and passion that have propelled her to the pinnacle of academia.

RESEARCH ECOSYSTEM AND LEADERSHIP

For Norazah, success in research is never the work of an individual alone — it is the result of a supportive university ecosystem and a dedicated team. Much of her work involves cross-country collaborations, and she consistently emphasises the importance of being the lead author in high-impact publications.

“Lead authorship reflects one’s intellectual leadership. It shows our role in shaping ideas and driving the research,” she explained.

Throughout her 25 years in the academic world, Norazah has traveled a journey full of dedication, across various higher education institutions in the country.

Her contributions extend beyond her own achievements to nurturing her students’ success. Among the milestones she remembers most fondly is helping 105 undergraduate students publish Scopus-indexed articles - an extraordinary feat in the academic world.

This effort culminated in the 2017 publication of the book Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement by IGI Global, which featured her undergraduate students as contributors.

“I acted as the supervisor, mentor, and liaison, addressing reviewers’ comments. The students conducted the research, while I guided them in data analysis and writing before their findings were compiled into a single book. This was my way of giving them early exposure to the real world of research,” she said.

The publication allowed each student to obtain their own Scopus ID, and many have since advanced to academic positions at various levels — from professor and associate professor to department head — while others have become successful entrepreneurs.

One such student is Major (PA) Nur Azmiani Ambatang, who described Norazah as more than a lecturer — a disciplined and patriotic leader.

“She always stressed that leadership is not about rank, but about responsibility and setting an example,” said Nur Azmiani, adding that these values shaped the discipline and leadership spirit that now guide her as a Civil Defence Major in the Federal Territory.

Similarly, Associate Professor Dr Irma Wani Othman recalled how Norazah’s firmness and care during her postgraduate years instilled strong research discipline.

“She focused on process, not just outcomes. Every decision had to be justified,” said Irma, who now carries forward that legacy as a researcher and associate professor at Universiti Malaysia Sabah.

She further noted that Norazah’s approach is one worth emulating by the next generation of educators.

“In academia, where quantity and quick results are often emphasised, she showed that the true success of an educator is measured by the values and quality of students shaped under their guidance — not just by achievements on paper,” Irma said.

LEGACY OF KNOWLEDGE, COMMUNITY SERVICE AND PATRIOTISM

In the field of marketing and e-commerce, Norazah is best known for her research on consumer behaviour, digital marketing, and sustainability — particularly green marketing. More recently, her focus has expanded to the Sustainable Development Goals (SDGs), artificial intelligence (AI), and emerging consumer purchasing patterns such as ‘Buy Now, Pay Later.’

Her interest in green marketing, she recalled, began during her master’s studies.

“I believe the businesses of the future must be accountable to both the environment and society. That is the central message in all my research,” she said.

Beyond her reputation as a world-class scientist, Norazah is also recognised as a uniformed officer with a heart for the people. Since 2013, she has served as an Associate Officer of the Civil Defence Force (APM) with the rank of Associate Lieutenant Colonel, and currently holds the position of Deputy Commander of the Civil Defence Student Corps (KorSispa) at UUM.Through this role, she instils volunteerism and patriotism among university students and the younger generation.

Reflecting on her community service, she recalled her most memorable experience — serving at the Home Surveillance Centre (HSC) at Institut Aminuddin Baki, Jitra, Kedah during the COVID-19 pandemic, when the nation was under the Movement Control Order.

Since 2013, she has served as an APM Associate Officer with the rank of Associate Lieutenant Colonel and currently holds the position of Deputy Commandant of the Civil Defence Student Corps (KorSispa) UUM. Pix credit Prof Dr Norazizah Mohd Suki.

The responsibility was daunting: coordinating multiple agencies, managing the registration of persons under surveillance (PUS), ensuring hygiene and compliance with standard operating procedures, and helping to oversee food distribution by the Social Welfare Department.

“Even while academic work continued as usual, I accepted the responsibility wholeheartedly. It was a duty to the nation. We all had a role to play in ending the spread of the pandemic,” she said.

For her contributions, she was awarded the Civil Defence Service Medal in 2021 — a recognition of her dedication and service.

“Knowledge and rank mean little if we do not give back to society,” she said.