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Professor Justin Paul

Visiting Professor

Justin Paul Photo


  • Consumer Studies, 
  • International Marketing, 
  • Imports and Exports

Professor Justin Paul is a Visiting Professor at Henley Business School and a member of the Centre for Euro-Asian Studies.

Justin is ranked among the world's top 1% of highly cited researchers and is an author of over 150 research papers in Social Sciences Citation Index journals, of which over 60 are in the Chartered Association of Business Schools' three or four star journals.

He is known for his most downloaded systematic literature reviews and for introducing both the Conservative, Predictable and Pacemaker (CPP) Model for Firm Internationalisation and the Strategies to Analyse the Challenges, Opportunities and Problems to Succeed in Exporting (SCOPE) Framework for small firms. He also established the Masstige Model and the 7-P (Potential, Path, Process, Pace, Pattern, Problems and Performance) Framework for International Marketing.

Justin serves as Editor-in-Chief of the International Journal of Consumer Studies and is an Associate Editor with the Journal of Business Research, the European Management Journal and the Journal of Strategic Marketing. He is the author or co-author of several books, including Business Environment (4th edition, published by McGraw-Hill) and Export-Import Management (2nd edition, published by Oxford University Press).

Outside of Henley Business School, Justin serves as Professor and the Director of Research at the University of Puerto Rico, where he is also responsible for their PhD and MBA programmes. He holds honorary titles as a Distinguished Professor with the Indian Institute of Management and the Symbiosis Institute of Business Management, Pune (India).