Jean-Pierre Jeannet has some 25 years experience in executive education. He has spent the last 10 years researching global marketing and global business strategies. Many of the concepts in the book come from his teaching at IMD, Lausanne and Babson College, Massachusetts, as well as the many executive programs for international and global firms. He has first-hand experience in guiding international firms in their strategy making and ample opportunities to test those concepts in real situations.