Dr. Lewis Lim is Associate Professor of Marketing Practice and Academic Director for the Nanyang Professional MBA Programme at Nanyang Business School. He received his Ph.D. from Indiana University-Bloomington in USA. Prior to joining academia, he was a Product Manager and Steel Trader at BHP Steel Asia. Earlier, he also worked in the Africa Sales Department of Sony International. Dr. Lim conducts research on competitive marketing behavior, pricing management, and other marketing strategy topics. In 2005, he was named one of the winners of the Institute for the Study of Business Markets Doctoral Support Award for his work on technology- versus human-intensiveness in pricing. His works have appeared in the Journal of Revenue and Pricing Management and other scholarly journals.