Sridhar N. Ramaswami is a Professor of Marketing at the College of Business, Iowa State University. His research is primarily in the area of strategic marketing. Sub-areas include branding and brand equity dilution, managing sales force motivation, marketing’s role in the creation of intellectual assets, marketing strategy and performance, and e-marketing issues. His recent publications have appeared in the Journal of Marketing, Journal of Consumer Psychology, Marketing Letters, Communications of the ACM, and International Journal of Electronic Commerce.