Aric Rindfleisch is Associate Dean for Research & PhD Programs and Professor of Marketing at the University of Wisconsin-Madison. He has also served as a faculty member at the University of Arizona, Tilburg University, and Korea University and worked for J. Walter Thompson-Japan, Millward Brown, and the US Army. He teaches courses on New Product Development and Marketing Strategy. Aric’s research, which focuses on understanding interorganizational relationships, consumption values, and new product development, has been published in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Public Policy & Marketing, Marketing Letters, Strategic Management Journal, and Business Horizons. He is an area editor for the International Journal of Research in Marketing, an associate editor for the Journal of Supply Chain Management, and a member of the editorial review boards of the Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of International Marketing.