Prof. (Dr.) Gaganpreet Singh did his PhD in Marketing from NITIE, Mumbai. His research has featured in acknowledged marketing journals namely; Journal of Marketing Management, Australasian Marketing Journal, Benchmarking: An International Journal, Journal of Fashion Marketing and Management, Journal of Revenue and Pricing Management, and International Journal of Revenue Management. He has published case studies with Ivey Publishing and Emerald Emerging Markets Case Studies. He has co-authored a book on primary case studies published by Pearson Education. He is a recipient of early career scholarship from Australia New Zealand Marketing Academy (ANZMAC). He is a recipient of several case study writing grants from UNSW, Australia. His industry stint of three years was with Viom Networks Limited, a TATA Enterprise.