Dr. Michael G. Luchs is an Associate Professor and is the Director of the Innovation and Design Studio at the College of William & Mary's Raymond A. Mason School of Business. He earned his Ph.D. from the University of Texas at Austin in 2008. Prior to earning his Ph.D., Dr. Luchs worked for over a decade as a consultant and executive. As a Principal with the consulting firm Pittiglio, Rabin, Todd & McGrath (now PwC), Dr. Luchs worked with a broad client base to improve their product development and marketing practices and performance. Clients included Fortune 500 companies as well as SMEs in the consumer packaged goods, consumer durables, computing & telecommunications equipment, and telecommunications services industries. In addition to his consulting experience, Dr. Luchs worked in industry as the Sr. VP of Marketing for Labtec Inc. (now Logitech) and as a Product Manager for Black & Decker Power Tools.

K. Scott Swan is a Professor of International Business, Design, and Marketing at The College of William & Mary. Prof. Swan was awarded a Fulbright and named the 2015–2016 Hall Chair for Entrepreneurship in Central Europe at WU (Vienna, Austria) and The University of Bratislava (Slovakia). His latest publications are: Innovation and Product Management: A Holistic and Practical Approach to Uncertainty Reduction (Springer Science & Business Media) October 2014 and A Review of Marketing Research on Product Design with Directions for Future Research (forthcoming in JPIM). Dr. Swan has lectured internationally at University of Applied Science Upper Austria (Wels), Corvinus University in Budapest, MCI in Innsbruck, Tsinghua University in Beijing, Aoyama Gakuin University in Tokyo, WHU in Koblenz, Germany, and the Vienna Business School (WU) in Austria. His research interests have led to publications in journals such as Strategic Management Journal, Journal of International Management, Journal of International Business Studies, Management International Review, Journal of Business Research, and The Journal of Product Innovation Management. He serves on the editorial boards of JPIM and The Design Journal.

Abbie Griffin holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah, where she teaches the 1st-year core MBA Marketing Management course. Professor Griffin obtained her B.S. ChE from Purdue University, MBA from Harvard Business School, and Ph.D. in Management of Technology from MIT. Her research investigates means for measuring and improving the process of new product development. Her latest research can be found in the book titled: Serial Innovators: How Individuals in Large Organizations Create Breakthrough New Products. Her 1993 article titled “Voice of the Customer” was awarded both the Frank M. Bass Dissertation Paper Award and the John D. C. Little Best Paper Award by INForms and has been named the 7th most important article published in Marketing Science in the last 25 years. She was the editor of the Journal of Product Innovation Management from 1998 to 2003. The PDMA named her as a Crawford Fellow in 2009, and she currently serves as the Vice President of Publications for the Association. She was on the Board of Directors of Navistar International, a $ 13 billion manufacturer of diesel engines and trucks from 1998 to 2009. Prof. Griffin is an avid quilter, hiker, and swimmer.