Aybars Tuncdogan is a lecturer (Assistant Professor) in Marketing at King’s Business School, King’s College London. He is a Fellow of the Higher Education Academy, a committee member of the British Academy of Management’s marketing group and an editorial review board member of Industrial Marketing Management. Dr Adam Lindgreen is Professor of Marketing at Copenhagen Business School where he heads the Department of Marketing. He also is Extra Ordinary Professor with University of Pretoria’s Gordon Institute of Business Science. Dr Lindgreen received his PhD from Cranfield University. He has published in the California Management Review, Journal of Business Ethics, Journal of Product and Innovation Management, Journal of the Academy of Marketing Science, and Journal of World Business, among others. Henk Volberda is Professor of Strategic Management & Business Policy and Director of Knowledge Transfer at Rotterdam School of Management, Erasmus University. Moreover, he is Scientific Director of the Erasmus Centre for Business Innovation. Frans van den Bosch is Emeritus Professor of management interfaces between organizations and environment at the Department of Strategic Management & Entrepreneurship, Rotterdam School of Management, Erasmus University.