Dr. Simon George is a Professor and Dean–Academics at T.A. Pai Management Institute (TAPMI), Manipal, with extensive experience in management education, particularly in Marketing, Brand Management and Services Marketing. He has played a significant role in TAPMI’s academic development, including the introduction of pioneering courses in Services Marketing and Blue Ocean Strategy. With around 28 years of teaching experience, he has authored several business cases and is associated with executive education and faculty development programmes. He has undergone case-method training at Harvard Business School and has taught internationally at Oakland University, USA. A professional member of the American Marketing Association, he has guided Ph.D. scholars, served as a doctoral examiner and was honoured with the Best Marketing Professor award at the Dainik Bhaskar National Education Leadership Awards 2013.