Mr. Muhammad Kashif is currently working with GIFT University, Pakistan as Assistant Professor in the business school. With 15 years of full-time teaching experience within Pakistan and as a visiting professor in several countries, he has published 55 articles with international journals of repute. Recently, he successfully managed a call for papers with British Food Journal as a guest editor, a 120 years old outlet for scholarly publications. Moreover, he has published various cases. Among his notable contributions in writing the cases is the publication of cases in a textbook published by Wiley and a case study published with Emerald. In addition to teaching and research, he is working with Emerald Publishing as Brand Ambassador and has offered online and on-site training programs in countries such as Malaysia, Indonesia, Sri Lanka, and Morocco. He has offered more than 50 training programs as a lead trainer. Academically, the workshops include: writing and publishing for journals, qualitative and quantitative research methods, qualitative data analysis, supervision and teaching in higher education. As a corporate trainer, he has offered training and consultancy in the field of international branding, customer aggression management, employee volunteerism at workplace, marketing strategy, and market segmentation. Muhammad has worked with world renowned academicians and researchers in Asia, Europe, and Africa and brings a diversified experience as an academic as well as a trainer / consultant for corporate world. These days he is working over half a dozen projects with researchers from Russia, India, Pakistan, Sri Lanka, Italy, and USA. Moreover, he is editor for South Asian Journal of Marketing, Emerald Publishing.