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Dr. Paurav Shukla Articles

Written by: Dr. Paurav Shukla

Middle-aged consumers & luxury consumption - Click To Read Article
For every youthful consumer there is a middle-aged one with more money (and more credit) to spend who would rather like to be noticed too. How does this consumer segment consume luxury goods? What do they associate with? Using the examples of present communication strategies adopted by luxury product marketers and an empirical study, this article argues how they are missing an opportunity and provides managers with a novel way to market their luxury brands, focusing on how middle-aged consumers associate themselves with these brands.

Managing Luxury Brands in Recession - Click To Read Article
The article focuses on how luxury brands can manage the effects of recession and rather gain from it.

Luxury consumption: will it really be affected by recession? - Click To Read Article
Will this looming recession have an impact on luxury consumption. In my understanding, not as much as it previously did. In this article I explore the reasons why there will be little effect of recession on luxury consumption.

Luxury Consumption Tendencies in Recession: Early Evidence - Click To Read Article
This articles focuses on an exploratory study conducted to understand how people across various industries, markets and cultures think about effect of recession on their luxury consumption.

The 5 killer myths for any business OR how to fail successfully in business... - Click To Read Article
The article talks about the 5 myths I have observed in my numerous interactions with entrepreneurs across the world. From my experience most of the times these myths have more to do with the business failure rather than the external forces. Read on...

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About the Author: Dr. Paurav Shukla
RSS for Dr. Paurav's articles - Visit Dr. Paurav's website

Dr. Paurav Shukla is a management thinker, educator, researcher, consultant and an entrepreneur based in the UK. He is a senior lecturer at the Brighton Business School, University of Brighton, UK. He possesses wide range of industry and academic experience from middle to senior level in healthcare and media industries. He has been delivering corporate training and consulting assignments for organizations across Europe, Asia and North Africa. He has also been involved with academic institutions and corporate organizations including not for profit organizations in the capacity of advisor and board of directors. He has been involved with various EU funded research projects involving nations across EU and Asia. He has written in the area of customer expectations and consumption experiences, international marketing and SME management in international level conferences and journals. He has also been involved as a guest editor for the Asia Pacific Journal of Marketing and Logistics. He is on the editorial and review boards of several internationally refereed conferences and journals.

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More from Dr. Paurav Shukla
Managing Luxury Brands in Recession
Middleaged consumers luxury consumption
The 5 killer myths for any business OR how to fail successfully in business
Luxury Consumption Tendencies in Recession Early Evidence
Luxury consumption will it really be affected by recession


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