David Walters is Professor of Management at the Sydney Graduate School of Management in Sydney, Australia. Prior to joining SGSM he was head of the Business Studies Department in the Division of Economic and Financial Studies at Macquarie University. He has published fourteen textbooks in business and marketing subjects and has acted as a consultant for a number of international companies including Harrods, Laura Ashley, Tesco and Marks and Spencer. Michael Halliday is Professor of Management at the Sydney Graduate School of Management, Australia. Prior to joining SGSM he was with the Macquarle Graduate School of Management and before that was Head of the School of Marketing at the University of Technology, Sydney. Before academic life he worked in marketing with Cadbury-Schweppes in the United Kingdom. He has published widely in international academic journals and is the co-author of three books.