Rohit Verma  Cornell University, School of Hotel Administration, 338 Statler Hall, Ithaca, NY 14850 (rv54cornell.edu). Dr. Verma is an associate professor of service operations management at the School of Hotel Administration of Cornell University. His research interests include new product and service design, quality management and process improvement, supplier selection strategies, and operations and marketing interrelated issues. He has published over 40 articles in journals such as California Management Review, the Cornell Hotel and Restaurant Administration Quarterly, Decision Sciences, Journal of Operations Management, Journal of Product Innovation Management, Journal of Service Research, MIT Sloan Management Review, and Production and Operations Management. He serves as the associate editor of Journal of Operations Management and of Decision Sciences, senior editor of Production and Operations Management, and editorial board member of Journal of Service Research and the Cornell Hotel and Restaurant Administration Quarterly.

Gerhard R. Plaschka  DePaul University, Department of Management, 1 E. Jackson Blvd., Chicago, IL 60604 (gplaschkdepaul.edu). Dr. Plaschka is an associate professor in strategy and venture management at the Kellstadt Graduate School of Business of DePaul University in Chicago. He obtained his Ph.D. degree at the Vienna University of Economics and Business Administration in Austria. His primary research interests are demand-side-based strategy issues within highly complex, emerging, and mature industrial product and service markets. His collaboration with senior executives in Global 500 companies and distinguished researchers has enabled him to establish a distinctive demand-side-driven understanding of corporate strategy using choice modeling methods. He has published in MIT Sloan Management Review, California Management Review, Cornell Hotel and Restaurant Administration Quarterly, Entrepreneurship Theory and Practice, and Zeitschrift fuer betriebswirtschaftliche Forschung (ZbfF).

Brian Hanlon  North Central College, 30 North Brainard St., Naperville, IL 60540 (bphanlonnoctrl.edu). Mr. Hanlon is an assistant professor of marketing at North Central College, where he teaches courses in marketing, entrepreneurship, and business law. Prior to joining North Central College, he served as Director at MindFolio Ltd., a London-based marketing consultancy specializing in concept development, “master-planned” experiences (i.e., those for which the entire experience a customer is exposed to is designed), and market research for leisure, retail, and residential real estate projects. Mr. Hanlon currently serves on MindFolio's Research Advisory Board and is actively engaged in industry projects in the U.S. and Europe. He earned his B.S., M.B.A., and Juris Doctor degrees at DePaul University. His past research has been presented at the annual meetings of the Production and Operations Management Society.

Ashley Livingston  David Eccles School of Business, University of Utah, Kendall D. Garff Bldg., 1645 E. Campus Center Dr., Room 101, Salt Lake City, UT 84112 (alb9utah.edu). Ms. Livingston is a second-year graduate student in the Master of Statistics program in the David Eccles School of Business at the University of Utah. She received a B.S. degree in economics and business from the University of Utah in 2004. Her research interests include customer analysis, customer profiling, product and service development, electronic commerce, econometrics, and marketing models. She served as the assistant editor of POMS Chronicle. Her past research has been presented at the annual meetings of the Production and Operations Management Society.

Karl Kalcher  MindFolio Ltd., 22 Old Brewery Lane, Henley-on-Thames, RG9 2DE, United Kingdom (kkmindfolio.com). Mr. Kalcher is the founding partner of MindFolio Ltd., a strategy consultancy. MindFolio develops branded concepts and master-planned experiences, based on rigorous customer analysis and interaction, for leisure, retail, residential, and working environments. Prior to establishing MindFolio, he was Senior Vice President at LEGO Group, responsible for New Business Development and Global Licensing, managing a variety of businesses in Scandinavia, Germany, the U.K., Korea, and the U.S. He led two $200 million projects to design and build LEGOLAND branded family parks—LEGOLAND Windsor and LEGOLAND California—as well as the creation and implementation of the international retail strategy for the LEGO Group.