David Midgley joined INSEAD in 1999 as Professor of Marketing. Previously he held positions at the Anderson School, University of California, Los Angeles and the Australian Graduate School of Management, Sydney, where he was Foundation Chair. Professor Midgley is a graduate in science, management and marketing from the Universities of Salford and Bradford in England. He has been an invited scholar at Stanford Graduate School of Business and has also taught at the Wharton School, University of Pennsylvania. Professor Midgley has over 100 publications, including papers in leading journals such as the Journal of Consumer Research, Journal of Information Technology, Journal of International Business, Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Organization Science and Research Policy. His latest book is The Innovation Manual, Wiley 2009. He currently serves on the editorial board of the journal Academy of Management Perspectives and has previously served on the boards of the Journal of Consumer Research and the International Journal of Research in Marketing. His principal areas of research are innovation and strategy. Professor Midgley was Research Director for the Australian Federal Government's Industry Task Force on Leadership and Management Skills (the Karpin Committee). He is also author of major reports on management development for the Australian National Training Board and international competitiveness for Austrade. He has extensive consulting experience in Australia, Europe and North America. At INSEAD Professor Midgley directs executive programmes for companies such as Pernod Ricard (France) and Syngenta (Switzerland). Since 2005 over 2,100 managers and executives have participated in these programs. In the MBA programme he teaches the Market Driving Strategies elective, which over 1000 students have attended since David joined INSEAD.