Justin Paul (scholar)

Justin Paul is a professor of business administration at the University of Puerto Rico with a 3-year visiting professor assignment with Henley Business School at the University of Reading and editor-in chief of the International Journal of Consumer Studies.

Career
Paul started his career as a bank officer in India. He studied at the Indian Institute of Technology, Bombay, and received his PhD in 2003. He joined Indian Institute of Management, Indore as an Assistant Professor in 2004 and was promoted as Department Chair in the year 2005. He moved to Japan in 2008 as an associate professor with Nagoya University of Commerce and Business. He served as MBA program director in Japan and then moved to University of Washington, United States as a faculty member in 2011. He joined the University of Puerto Rico, San Juan, PR, USA in 2012.

He is known as proponent of Masstige Theory/ Model and measure for brand management, CPP Model for internationalization of the firms, 7-P Framework for international marketing and SCOPE framework for the success of small firms. He received a second PhD in Marketing from the University of Brighton in 2023.

Paul is an author or co-author of eight books including Business Environment (4th edition), Export-Import Management (2nd edition), International Marketing (2nd edition), Services Marketing, Management of Banking and Financial Services, International Business, Economic Environment & Policies for Business, and Digital Transformation in Business and Society published by McGraw-Hill, Oxford University Press and Pearson, Cengage and Palgrave Macmillan respectively.

Previously, Paul served as a visiting professor with the University of Chicago, Vienna University of Economics and Business, Aarhus University.

Selected journal publications

 * Paul, J., Parthasarathy, S., & Gupta, P. (2017). Exporting challenges of SMEs: A review and future research agenda. Journal of world business, 52(3), 327–342.