Srikumar S. Rao, Ph.D. is the Louis and Johanna Vorzimer Professor of Marketing at the C.W. Post campus of Long Island University. He also serves as an adjunct professor at London Business School and a visiting professor at the Haas School of Business at the University of California-Berkeley. His work has been featured in major media including the New York Times, Fortune, Wall Street Journal, Financial Times, and Business Week. A former contributing editor for Forbes and other national magazines, Professor Rao has consulted with RCA, Reuters, Citicorp, and dozens of other companies.