Hean Tat Keh (Ph.D., University of Washington) is Professor of Marketing at Monash University. He previously served on the faculties of the University of Queensland, Peking University, and the National University of Singapore. He also gained corporate experience at the Wharf (Holdings) Limited, Hong Kong. Professor Keh is recognized internationally for his research on services marketing, marketing strategy, and consumer psychology, often involving a cross-cultural dimension. His research has been published in the top marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, and Journal of Retailing. He is a highly-regarded instructor who has won numerous teaching awards, and has conducted executive programs and consulted with blue-chip companies such as Ericsson, European Aeronautic Defense and Space Company (EADS), Glaxo Smith Kline (China), Samsung (China), SK Holdings, British Telecom, Dow Chemical, Malaysia Airlines, Tenaga Nasional Berhad (Malaysia), Midea, China Merchants Bank, Lundbeck, NOL/APL, and Singapore Pools.