ongchuan (Kevin) Bao received the Ph.D. degree in Business Administration (major: Marketing) from the University of Southern California. He is an Associate Professor with the Department of Management, Marketing, and Information Systems, College of Business, University of Alabama in Huntsville. His principal research interests include management and marketing of product innovations, and business-to-business marketing. His publications have appeared in leading management and marketing journals, including Information Systems Journal, IEEE Transactions on Engineering Management, Industrial Marketing Management, Marketing Letters, Psychology & Marketing, and Journal of Business Research, among others. He currently serves on the Editorial Review Board of Industrial Marketing Management and Journal of Business Research.