Paurav Shukla is a Professor of Luxury Brand Marketing at GCU. His research interests include cross-cultural consumer behaviour, luxury marketing and branding, and marketing in emerging markets. Paurav’s career began in industry, and he continues to work hand in hand with industry as a researcher, practitioner and advisor. He has published many articles in top-tier academic journals, chapters to edited books, and popular accounts of his work have appeared in the Woman’s Wear Daily, Luxury Society, Business Week, National Post of Canada and LiveMint Wall Street Journal, among others. He has also delivered corporate training, teaching and consulting assignments for organisations in Europe, Asia and North Africa, and has been actively involved in funded research projects.