- Emotional Labour
- Sustainability and Consumer Behaviour
- Services Marketing
- Consumer Behaviour
- Paper on “Crowdsourcing for Dubai Apparel Industry—Mirage or a Reality?” chosen for 6th Annual EuroMed Conference “Confronting Contemporary Business Challenges through Management Innovation” in Estoril, Cascais, Portugal, 23rd-24th, September 2013.
- Paper on “Proximity Marketing: Challenges and Opportunities in Emerging Markets” presented at a conference hosted by IMRA between May 17-18, 2012 (sent for review to one of the leading journals).
- Paper on “Global Franchising in Emerging Countries: Opportunities and Challenges” presented at a conference hosted by the Academy of Indian Marketing (December 16-18, 2011).
Chapters in Books
Contributor to the book “Breakout strategies for Emerging Markets: Business and Marketing Tactics for Achieving Growth” (Pearson publication) by Dr Jagdish Sheth, Dr Mona Sinha & Dr Reshma Shah as a case writer.