Dr. Kamel Jedidi is the John A. Howard Professor of Marketing at the Graduate School of Business, Columbia University, New York.  He holds a bachelor’s degree in Economics from the Faculté des Sciences Economiques de Tunis, Tunisia, and Masters and Ph.D. degrees in Marketing from the Wharton School, University of Pennsylvania.  He has been teaching at Columbia University since 1987, where he has taught New Product Development, Marketing Research, and Marketing Strategy. Dr. Jedidi has extensively published in leading marketing journals, the most recent of which have appeared in the Journal of Marketing Research, Marketing Science, Management Science, and the International Journal of Research in Marketing.  His research interests include pricing, product design and positioning, diffusion of innovations, market segmentation, and the long-term impact of advertising and promotions. He was awarded the 1998 International Journal of Research in Marketing Best Article Award and the Marketing Science Institute 2000 Best Paper Award.  He was also finalist for 2009 Paul Green Award for the Journal of Marketing Research and for the 2009 Long-term Impact Paper Award for Marketing/Management Science. Dr. Jedidi serves on the editorial board for the Journal of Business-to-Business Marketing and the Journal of Macromarketing. Dr. Jedidi has conducted seminars at several business conferences and universities.  He has also spoken at and consulted with several multinational companies.