NIRAJ DAWAR, Professor at the Ivey Business School (Canada and Hong Kong), is a renowned marketing strategy expert who has also served on the faculty of leading business schools in Europe and Asia. He works with senior leadership in global companies and has executed assignments for BMW, HSBC, Microsoft, Cadbury, L’Oréal, and McCain Foods on three continents. He has also worked with start-ups in the biotech and information space. His publications have appeared in Harvard Business Review, MIT Sloan Management Review and in leading academic journals. His press commentary has appeared in the Financial Times, the International Herald Tribune, and the Globe and Mail. He lives in Canada.