Professor Marcel Corstjens is Emeritus Unilever Chaired Professor of Marketing at INSEAD, an international business school located in Fontainebleau, France. After his studies in Belgium, he received his PhD from the University of California, Berkeley, where his doctoral dissertation won 1st prize from the American Marketing Association. He taught at Berkeley before joining INSEAD in 1978, and has since also been visiting professor at Cornell, Stanford and CEIBS (China). Prof. Corstjens has developed his research and consulting activities in business strategy and marketing strategy with a particular focus on innovation, customer insight and distribution channels. He has co-authored a number of pedagogical computer simulations and decision support systems. His best known simulations are ‘STRATPHARM’ and ‘ELEXIR’ for the Pharmaceutical industry, and ‘STOREWARS’ and ‘MARPRO’, for the consumer goods industry. He has authored 2 books on the pharma industry ‘Marketing Strategies in the Pharmaceutical Industry’ and ‘Good Pharma’. He has co-authored with his wife, Judith Corstjens, ‘Storewars: The Battle for Mindspace and Shelf Space’ on strategies in the consumer goods industry. The latter book has been translated in 7 different languages and is considered to be a reference in its field. Recently he published a second book on the FMCG industry: ‘Penetration: the new Battle for Mind Space and Shelf Space’. Aside from his books, Prof. Corstjens has published more than 50 articles in leading academic journals (including: Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research, Journal of Business) and his research has been featured in the Harvard Business Review, The Financial Times and The Economist. His consulting activities centre on marketing and channel strategies in a wide variety of industries and companies, including Novartis, Schering Plough, Roche, Genentech, Merck, Novo-Nordisk, Unilever, Heineken, United Distillers, Diageo, SaraLee, Altria, Cadbury Schweppes, P&G, Pepsico, Metro, Makro, Ahold, Europcar, Credito Italiano, Samsung, Philips and others. Prof. Corstjens has been an non-executive director of Jeronimo Martins (a Portuguese retailer) and a member of the advisory board of NIBC (a Dutch Bank) and TrueCapital (a retail investment firm).