Kamel Jedidi is the John Howard Professor of Business and the Chair of the Marketing Division at Columbia Business School, New York. He holds a bachelor’s degree in Economics from University of Tunis and Master and Ph.D. degrees in Marketing and Statistics from the Wharton School, University of Pennsylvania. Dr. Jedidi has extensively published in leading marketing and statistical journals. His research interests include pricing, product positioning, and market segmentation. He was awarded the 1998 IJRM Best Article Award and the Marketing Science Institute 2000 Best Paper Award. He was also finalist for 2009 Paul Green Award for the Journal of Marketing Research _and for the 2009 Long-term Impact Paper Award for _Marketing/Management Science. _Dr. Jedidi is senior Editor for the _Consumer Needs and Solutions _Journal and serves on the editorial board for the _Journal of Business-to-Business Marketing. Dr. Jedidi has conducted seminars at several business conferences and universities and also spoken at and consulted with several multinational companies. He is a Founding Trustee of the Marketing Accountability Standards Board (MASB), a member of the Faculty Steering Committee, Columbia Global Centers (Amman), a Senior Editor for Rutgers Business Review, and a member of the Academic Council of ENPC’s School of International Management.