V. Kumar (VK) is the Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University, ON, Canada. He has held/holds several Distinguished Endowed Faculty Positions in the U.S., and Distinguished Fellowships across universities worldwide, including being the Chang Jiang Scholar, HUST, Wuhan, China; Lee Kong Chian Fellow, Singapore Management University, Singapore; and the Hagler Fellow, Texas A&M University, USA. VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. VK has published over 300 papers in scholarly journals and 35 books; received over 20 Lifetime Achievement Awards including the Parlin Award, Paul Converse Award, Mahajan Award and the Churchill Award; Distinguished Marketing Educator Award from the AMS; Distinguished Researcher and Creative Activity (DRCA) Award at Brock University; and over 25 Research and Teaching Excellence Awards. Professor Kumar has served as the Editor-in-Chief of the Journal of Marketing (2014-2018) and serves/served as the Department Editor of POM, and as the Consulting Editor of JIBS. Global Fortune 500 firms have implemented many of VK’s ideas and models in multiple areas of marketing and operations, which have resulted in gains of over multi-billion dollars. (URL: www.drvkumar.com and www.vkclv.com )