DR. WILLIAM PUTSIS is a Professor at the University of North Carolina at Chapel Hill Kenan-Flagler Business School specializing in the areas of Marketing, Economics, and Business Strategy. His scholarly work has been published in various journals, including the Journal of Marketing Research, Marketing Science, Journal of Business, Journal of Business Research, Managerial and Decision Economics, Marketing Letters, Applied Economics, Journal of Forecasting, and the Review of Industrial Organization. He is also President and CEO of Chestnut Hill Associates, a strategic consulting firm he founded in 1995. The process presented in the book has been developed over the past two decades of working with organizations of all sizes including many leading Fortune 500 companies.