Orville C. Walker, Jr.
Orville C. Walker, Jr. is the James D. Watkins Professor of Marketing, and Director of the PhD Program, in the University of Minnesota's Carlson School of Management. He holds a Master's degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin, Madison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organizations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland, and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

Harper W. Boyd, Jr.
The late Harper W. Boyd, Jr. was the Donaghey Distinguished Professor Emeritus of Marketing at the University of Arkansas at Little Rock. He was internationally known in the areas of marketing strategy and marketing research. He authored, co-authored, or edited more than 50 books and monographs and 100 articles, cases, and other teaching materials, and served as editor of the Journal of Marketing Research. He taught on the faculties of several prominent business schools around the world, including Stanford, Northwestern, Tulane, and INSEAD; and he received an honorary Doctorate of Letters from the Edinburgh Business School in Scotland. He also consulted extensively with both consumer and industrial products companies around the world.

John Mullins
John Mullins is Visiting Associate Professor of Entrepreneurship at London Business School and Associate Professor of Marketing at the Daniels College of Business of the University of Denver. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth firms, including two ventures he founded, one of which he took public. Since becoming a business school professor in 1992, John has published more than 30 articles in a variety of outlets, including Harvard Business Review, the Journal of Product Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is also co-author of Marketing Management: A Strategic-Decision Making Approach, 4th edition.

Jean-Claude Larreche
Jean-Claude Larreche is Alfred H. Heineken Professor of Marketing and Director of the Competitiveness Fitness of Global Firms Initiative at the European Institute of Business Administration, INSEAD, in Fontainebleau, France. He holds an MBA from INSEAD and a PhD in marketing from the Stanford University Graduate School of Business. A consultant to several major international firms, Jean-Claude has worked with top management teams in Europe, North America, and Asia. He is chairman and founder of StratX, a publisher of marketing simulations and other tools for strategic marketing. An award-winning teacher, Jean- Claude is also a two-time winner of the overall case competition of the European Case Clearing House. He is co-author of Marketing Management: A Strategic Decision-Making Approach, 4th edition.