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Professor Paurav Shukla BSc (Chem), MBA, PhD

Head of Department Digital and Data Driven Marketing, Professor of Marketing

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Paurav Shukla is the Professor of Marketing and Head of Digital and Data Driven Management Department. His research interests include cross-cultural marketing, comparative consumer behaviour, and marketing in emerging markets with a particular focus on luxury brands. His research highlights the hidden meanings and associations embedded within consumption practices across cultures and offers novel insights for researchers and practitioners.

Paurav’s career began in industry, and he continues to work hand in hand with industry as a researcher, practitioner and advisor. Previously he has held academic and senior corporate positions in the UK and India. He also holds visiting professorship at Frankfurt School of Finance & Management, Germany; Aalto University, Finland; Misr International University, Egypt among others. He has also delivered corporate training, teaching and consulting assignments for organisations in Europe, Asia and Africa, and has been actively involved in funded research projects. 

He has written widely in the areas of his research domain in top-tier journals including Journal of Business Research, Journal of World Business, Marketing Letters, Information & Management, International Marketing Review, Psychology & Marketing, Alcohol & Alcoholism, Eating behaviours, Journal of Business and Industrial Marketing, Advances in Consumer Research, Journal of Entrepreneurship, and Journal of Product & Brand Management among others. He is an expert in quantitative techniques including structural equation modelling and complex lab and field experiments and has also published papers using mixed methods approach. He has contributed chapters to edited books, case studies and popular accounts of his work have appeared in the Sunday Times, the Guardian, BBC, Sputnik Radio, Womans Wear Daily (the fashion bible), Luxury Society, Business Week, National Post of Canada and LiveMint Wall Street Journal, among others. He has been involved as a guest editor for journals, conference chair, and track chair for prestigious conferences such as EMAC. He is also on the editorial and review boards of several renowned conferences and journals.

Professor Shukla greatly enjoys supervising research students, and is always keen to supervise candidates who wish to pursue research in the topics of comparative consumer behaviour and luxury marketing and branding. Please contact him directly, with your CV and a preliminary research proposal, if you are looking for a place under his supervision.



Research interests

Paurav is particularly interested in examining comparative consumer behaviour. The lens he employs is underpinned by identity signalling and self-expression through consumption wherein he is interested in status consumption, conspicuous consumption, luxury branding and marketing with a particular focus on emerging trends and digital economy. He also explores consumption of goods and services from a well-being perspective.


Administrative responsibilities
Head of Department – Digital and Data Driven Marketing 

Research responsibilities:
Book Series Editor
Advances in Luxury (Palgrave)
Marketing in Emerging Markets (Emerald) 

Professor Shukla sits on several boards and advisory councils and is regularly invited as a speaker for academic and corporate events worldwide.

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Professor Paurav Shukla
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number : 2/3040

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