Musadiq A. Sahaf, Ph.D., is Professor of Strategic Marketing, Department of Management Studies, School of Business Studies, University of Kashmir, Srinagar. Earlier, he was Professor and Dean, Faculty of Business Administration, American University of Asia, Sharjah (UAE). He has also served University of Kashmir as Dean Academic Affairs, Director of The Business School and Dean of the Faculty of Commerce and Management Studies. He has 36 years of experience in teaching, research and management training. Dr. Sahaf has authored several books, articles and papers. Also, he has made numerous presentations to industry and academic groups and is consultant to several organizations.