Dr. Paul introduced the Masstige model and measure for brand management, CPP Model for internationalization, SCOPE framework for Small firms and 7-P Framework for International Marketing. His articles have been downloaded over 800,000 times during the last six years. He has published over 130 research papers in SSCI journals and 150 in Scopus. Out of this, over 70 papers are in A or A star journals as per the Australian Business Deans council (ABDC) list. He has also served as a faculty member of Nagoya University, Japan and IIM. In addition, he has taught full courses at Aarhus University- Denmark, Grenoble Eco le de Management-& University of Versailles -France, Universities in Lithuania, Warsaw -Poland and has conducted research development workshops in countries such as Austria, USA, Spain, Croatia, China. He has been a Program Director for training diplomats from different countries and also holds an honorary title- as Professor of Eminence at a Govt University. He has been an invited speaker at several institutions such as University of Chicago, Vienna Uni of Commerce & Business- Austria, Fudan & UIBE-China, Barcelona and Madrid and has published three best selling case studies with Ivey & Harvard.