Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration at INSEAD. His research interests involve the marketing of innovations, marketing strategy and statistical analysis of management data. ISI web of knowledge identifies Hubert Gatignon as a Highly Cited Researcher and he is the recipient of the 2014 EMAC Distinguished Marketing Scholar Award. Dr. Gatignon is an Associate Editor of JMR and he serves on the editorial boards of several leading marketing journals.   David Gotteland is Professor of Marketing at Grenoble Ecole de Management, France and has been visiting Scholar at INSEAD. His research interests include innovation strategies and the strategic orientation of firms. He has served as both the Head of and the Scientific Advisor of the Marketing Department at Grenoble Ecole de Management.   Christophe Haon is Professor of Marketing at Grenoble Ecole de Management, France. He is interested in marketing strategy and especiallyin new product and service development. He is currently the Scientific Advisor of the Marketing Department and the Leader of the Marketing Research Team at Grenoble Ecole de Management.