Sundar Bharadwaj is currently a Professor of Marketing at the University of Georgia. He is the Coca-Cola Company Chair of Marketing. His research interests are in Marketing Strategy, Performance and Metrics, Customer Management, Innovation, Marketing-Finance Interface, and Branding and Brand Management & Strategy. He has a bachelor’s degree in Economics, Applied Statistics and Mathematics; a master’s degree in Business from Indian universities; and a PhD in Marketing from Texas A&M University. Prior to teaching at the University of Georgia, Professor Bharadwaj was a professor at the Goizueta Business School at Emory University for 18 years.