- Published online August 1, 2014.
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- Aneel Karnani is Professor of Strategy at the Ross School of Business at the University of Michigan. < >
- Brent McFerran is Assistant Professor of Marketing at the Beedie School of Business, Simon Fraser University. < >
- Anirban Mukhopadhyay is Associate Professor of Marketing at the School of Business and Management, Hong Kong University of Science and Technology. < >