Tapan Panda is presently Director at Kotler-Srinivasan Center for Excellence in Marketing and Director-PGPM, Great Lakes Institute of Management Studies, Chennai. He has more than fourteen years of teaching experience. Formerly he was a Professor in Marketing at Indian Institute of Management, Indore. Prof. Panda has also been a faculty member at Indian Institute of Management Lucknow and Indian Institute of Management Kozhikode. Sunil Sahadev is a Lecturer in Marketing Management at the University of Sheffield, UK. He was earlier Assistant Professor in Marketing, Indian Institute of Management, Kozhikode, and has over eight years of teaching experience in distribution channel management at the postgraduate level. A post-doctoral fellow from the Asian Institute of Technology (AIT), Bangkok, he is also a Member of the Board of Studies, University of Calicut, Kerala.