JAKKI J. MOHR is associate professor of marketing at the University of Montana. She has a Ph.D. (1989) in business marketing from the University of Wisconsin. Prior to her position at the University of Montana, Professor Mohr served on the faculty at the University of Colorado, Boulder (1989-1997) and worked in advertising in Silicon Valley for Hewlett Packard's Personal Computer Group and TeleVideo Systems. Her research has been published in the Journal of Marketing and the Strategic Management Journal, and other journals.