Robert E. Morgan is Associate Dean and holds the Sir Julian Hodge Chaired Professorship in Marketing and Strategy at Cardiff Business School, Cardiff University (ranked jointly, by the UK Government in its most recent Research Assessment Exercise, as 2nd to London Business School in terms of its ‘world leading' research output). He holds a PhD in International Marketing Strategy from the University of Wales. Rob has been Visiting Scholar at INSEAD and Visiting Professor at the ALBA Graduate School of Business. He will be on sabbatical leave at the Judge Business School, University of Cambridge during 2009-10 and also visiting at the Wharton School and PennState. He is a Chartered Marketer and a Fellow of both the Chartered Institute of Marketing and the Higher Education Academy. He is actively involved in many other professional organizations including the Strategic Management Society, American Marketing Association, European Marketing Academy, and the British Academy of Management. Rob has been engaged as a Special UK Government Advisor since 1997 in international entrepreneurship and specifically export management. He has conducted extensive government advisory work ranging from the carrying out of tailored primary research activities through to project impact, evaluation and assessment of policy initiatives. In addition, he has been engaged in applied research, consulting and training activities has worked with various UK Government Departments (Department of Trade and Industry; Foreign and Commonwealth Office; HM Treasury) as well as private and public bodies such as British Trade International; Welsh Development Agency; The Environment Agency; BBC; S4C; PwC Management Consultants; Coca-Cola (Asia Pacific); Siemens; and, BT plc. His main research interests focus on the marketing and strategy interface where he has published more than one hundred articles, cases and thought leadership white papers for clients. He is the recipient of many research distinctions for his management writings and teaching excellence awards with the most recent being a Best Paper Prize at the Strategic Management Society Conference in Vienna, Austria. He serves on the Editorial Review Boards of six international journals.