About the Editors
Dr. Michael G. Luchs is an Associate Professor and is the Director of the Innovation and Design Studio at the College of William & Mary's Raymond A. Mason School of Business. He earned his Ph.D. from the University of Texas at Austin in 2008. Prior to earning his Ph.D., Dr. Luchs worked for over a decade as a consultant and executive. As a Principal with the consulting firm Pittiglio, Rabin, Todd & McGrath (now PwC), Dr. Luchs worked with a broad client base to improve their product development and marketing practices and performance. Clients included Fortune 500 companies as well as SMEs in the consumer packaged goods, consumer durables, computing & telecommunications equipment, and telecommunications services industries. In addition to his consulting experience, Dr. Luchs worked in industry as the Sr. VP of Marketing for Labtec Inc. (now Logitech) and as a Product Manager for Black & Decker Power Tools.
K. Scott Swan is a Professor of International Business, Design, and Marketing at The College of William & Mary. Prof. Swan was awarded a Fulbright and named the 2015–2016 Hall Chair for Entrepreneurship in Central Europe at WU (Vienna, Austria) and The University of Bratislava (Slovakia). His latest publications are: Innovation and Product Management: A Holistic and Practical Approach to Uncertainty Reduction (Springer Science & Business Media) October 2014 and A Review of Marketing Research on Product Design with Directions for Future Research (forthcoming ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access