Paurav ShuklaPaurav Shukla is Professor of Marketing and Head of Research at the Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international arketing with a particular focus on emerging markets. His career began in industry, and he continues to consult with corporate organizations, including not for profits. He has published many articles in top-tier academic journals and has been regularly quoted in the mainstream press. Read More Read Less