Acknowledgments

Many people have helped me in writing this book. I would like to thank all of them.

My family members who have been a constant support in my endeavors, offering help and advice at every stage.

My colleagues, who have always been a source of support and inspiration.

IBM and McKinsey, who were very kind to grant permission to use two crucial exhibits in this book.

Dr Victoria L. Crittenden, Professor & Chair, Marketing Division, Babson College, for giving me an opportunity to write this book.