Dr. Cayla received his PhD from the University of Colorado (Boulder, United States) where he majored in marketing and minored in cultural anthropology. His dissertation on the Indian advertising world received several national awards, including the MSI Alden Clayton Award and the Sheth Award. In his research, he tries to integrate anthropological theories and methodologies to the study of marketing in the global marketplace. His work has been published in outlets such as the Journal of Marketing, the Journal of Consumer Research, the Journal of International Marketing, the Journal of Marketing Management and International Marketing Review. He co-edited the book Inside Marketing: Practices, Ideologies, Devices at Oxford University Press, published in 2012.