Norma Juma, professor of management business, builds a life of purpose through teaching, passion and global experience.

From growing up on a university campus in Kenya to becoming a professor at Washburn University, Juma’s journey reflects a life shaped by education, persistence and a deep passion for teaching.

Juma was born in Kenya, where she spent her early years immersed in an academic environment. Her father was a university professor, and her extended family included professors at various levels. Living in faculty housing on campus, she was constantly surrounded by learning.

“I grew up on campus, very academic setting…all my life, I’ve been around school,” Juma said.

After completing her early education in Kenya, Juma moved to India, where she finished high school and continued her academic journey. She earned a Bachelor of Business Management from Mysore University in India in 1995 and a Master of Business Administration from Pondicherry University in India in 1997. She later pursued a doctorate in strategic management and international business at the University of Texas at Arlington, completing in 2005.

Juma’s academic path reflects a natural progression based on her strengths.

“I chose my major pretty much like the way all kids choose… you look for an area you have a natural liking to,” Juma said.

Before fully committing to academia, Juma briefly explored the corporate world.

“I was preparing myself for corporate, not for academia… I thought that was what I wanted,” Juma said.

However, that path did not align with her interests.

“I did get a corporate job… but it didn’t work for me. I just didn’t like it,” Juma said.

Encouraged by her father, she stepped into teaching, a moment that changed everything.

“I walked into a classroom… and I just knew, I love doing this,” Juma said.

She described the feeling as immediate and instinctive.

“I had a joy in my heart… I would wake up looking forward to my day,” Juma said.

Juma began her academic career as a lecturer at Maseno University in Kenya, where she served from 1997 to 2001. During the same period, she also worked as a small business development consultant with Natrack Network Consultancy. From 2001 to 2005, she was a graduate teaching assistant at the University of Texas at Arlington.

After earning her Ph.D, Juma entered the academic job market and was recruited at a national conference hosted by the Academy of Management. She joined Washburn University in 2005 as an assistant professor. She was promoted to associate professor in 2011, advanced to professor in 2017 and was named Brenneman Professor of Business Strategy in 2021. An endowed chair is a distinguished faculty position. Being named to an endowed chair is both an honor and a recognition of a faculty member’s academic excellence, leadership and impact in their field. Her chair position is in recognition of her outstanding research achievements.

“Washburn has been very good to me… the leadership is really good here, very supportive,” Juma said.

At Washburn, Juma teaches graduate and undergraduate courses including Legal and Ethical Issues, International Business and Strategic Management in both traditional and online formats. Her teaching philosophy is grounded in a growth mindset, emphasizing that students can achieve mastery through effort and repeated exposure.

“We are all capable of achieving mastery,” Juma said. “Some of us may need more time and repeated exposure, but success is within reach for everyone.”

Jim Martin, professor in the school of Business, described Juma as a passionate and highly respected educator.

“She is an educator who’s passionate about what she teaches and what she researches,” Martin said.

Martin said he often encourages students interested in strategic management to take Juma’s course.

“If they are thinking of a career in strategic management, they must take Dr. Juma, not me, because she is just a recognized authority on that and we have nobody better at Washburn,” Martin said.

Martin added that her high expectations help students grow.

“She’s well known for being a challenging professor. She expects a lot from her students, and I think the students are better off for that,” Martin said.

Martin also emphasized her impact on the School of Business.

“Dr. Juma’s research is one of the reasons we got reaccredited… she checks all three boxes teaching, research and service,” Martin said.

Emily Stockdale, senior administrative specialist at the Brenneman School of Business, also highlighted Juma’s presence and work ethic.

“She’s uplifting, professional, dedicated… friendly, but she works hard and stays late,” Stockdale said.

Stockdale said Juma consistently creates a welcoming environment for students.

“She’s always excited to greet her students whenever they come through here… she’s always ready and willing to help them learn,” Emily said.“She’s always a welcome, smiling face… and she brings a level of credibility because of her knowledge and research.” 

Juma encourages students to embrace lifelong learning.

“We must be constantly bettering ourselves… every year,” Juma said.

One of the most meaningful aspects of her career has been the impact she has had on her students. Juma recalled a moment when a former student returned to her office after 15 years.

“She sat down and started telling me everything she learned from me…  was just so tongue-tied,” Juma said.

The student, now a business owner, credited Juma’s class for shaping her journey.

“There’s no greater joy than that,” Juma said.

In another instance, a former student who later earned a law degree reached out after seeing Juma featured in a magazine.

“’You are such an inspiration… we know it’s possible because of you,” Juma said. 

Juma also reflected on a defining moment during her Ph.D. journey when she nearly gave up. During a difficult time, she considered dropping a class, but a professor encouraged her to continue.

“She told me, ‘You’re not doing such a thing… you’re going to finish your work and graduate on time’,” Juma said.

That moment stayed with her and shaped her perspective on resilience.

Beyond the classroom, Juma remains deeply engaged in research. Her scholarship centers on sustainability and entrepreneurship, and her work has appeared in leading journals such as the Journal of Business Ethics, Strategic Entrepreneurship Journal and Review of Financial Economics. Her recent research also explores environmental, social and governance performance, sustainability reporting and firm value, reflecting her continued focus on real-world business challenges. 

Juma’s research has earned wide recognition, including the Roy Myers Excellence in Research Award, the highest honor awarded to full-time faculty at Washburn University. She also received the Emerald Literati Award and the Kaw Valley Bank Excellence in Research Award, which she has earned twice. In addition, her work has been recognized with several best paper awards at International conferences.

In addition to academic research, Juma has contributed to practitioner publications and ongoing research projects, further demonstrating her commitment to advancing knowledge in business and sustainability. 

Juma is equally active in the Washburn University community, her professional associations and the broader Topeka community. She is a past vice president of finance for the African Academy of Business and Development and currently serves on its board. She also serves on the editorial board of the Journal of African Business and is an active reviewer for several academic journals.

Her service extends well beyond academia. She is a member of the Topeka, Kansas Chapter of The Links, Incorporated and has played an important role in raising scholarship funds for students in the Topeka community. She also supports two schools in her hometown in Kenya. Through a collaboration involving the Topeka Chapter of The Links, Incorporated, the Topeka Public Library and USD 501, she has helped send more than 3,000 books to support a reading culture among young learners.

In addition to research, Juma is actively involved in professional service. She serves as a reviewer for several academic journals, including the International Journal of Innovation and Technology Management, Journal of African Business and Journal of Small Business Management. She has also contributed to executive training initiatives, including the Capsim/ Harvard Business School Manager as integrator simulation.

Her work as a faculty member reflects the three core responsibilities she describes: teaching, research and service.

“As professors, we teach, we research and we do service… I always have research going on,” Juma said.

She incorporates her research and evolving technologies, such as artificial intelligence, into her teaching to ensure students are exposed to current and relevant knowledge.

Outside of academia, Juma enjoys reading, spending time in nature and engaging in community activities. She is involved in organizations such as Rotary and participates in local service initiatives. For students considering a career in academia or any field, Juma emphasizes the importance of passion and purpose.

“If you love it…There is no greater joy,” Juma said.

From her early life in Kenya to her career at Washburn University, Juma’s story highlights the power of following one’s passion, embracing challenges and committing to lifelong learning, values she continues to instill in her students everyday. 

Edited by Anushma Dahal and Bidhya Sapkota