Dr. Maktoba Omar Reader in Marketing Strategy completed her PhD at the University of Leeds entitled “Contextual Determinants of Standardisation and Entry Strategies in Internationalisation”. Since then she has published and acted as editor and referee for a number of academic journals and performed as track chair, presenter and member of the Vetting Panel for a number of national and international conferences. She has won the Emerald LiteratiNetwork outstanding paper Award 2008. She also acted as a consultant and leading academic in a number of projects and Knowledge Transfer Partnership (KTP) and has generated a substantial amount of funds in the UK and overseas. Currently, her main research focus is a study of the impact of branding, emerging markets and foreign direct investment in relation to UK companies. Maktoba is a member of a range of professional organisations including the Academy of Marketing, the Academy of International Business and the Institute of Learning and Teaching in Higher Education. Maktoba is also Director of Studies and supervisor for a number of PhD and DBA students in the UK, Europe and overseas and has achieved a large number of completions of doctorates with a minor correction.