Gerard J. Tellis, PhD Michigan, is Professor of Marketing, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. He has been Visiting Chair of Marketing, Strategy, and Innovation at the Judge Business School, Cambridge University, UK, Distinguished Visitor, Erasmus University, Rotterdam. Tellis specializes in the areas of innovation, global strategy, market entry, new product growth, advertising, promotion, and pricing. He has published over 100 articles and 4 books, which have won 15 awards, including five of the most prestigious awards in the field of Marketing: the Frank M. Bass, William F. Odell, Harold D. Maynard (twice), AMA-Berry, and AMA Mahajan award for lifetime contributions to Marketing Strategy. He is an Associate Editor for Journal of Marketing Research and has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing and Marketing Science for several years.