Dr. V. Kumar (VK) is the Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University, ON, Canada. Prior to joining Brock, VK was the Salvatore Zizza Professor of Marketing, Tobin College of Business at St. John’s University, NY. He has held/holds several Distinguished Endowed Faculty Positions in the U.S., and Distinguished Fellowships across universities worldwide. 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. Professor Kumar has published over 300 papers in scholarly journals and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards….