Mogens Bjerre is an Associate Professor (part-time) at the Copenhagen Business School, Marketing Department, where he earned his PhD. He has worked for the PA Consulting Group and consults in marketing and strategy for top management in national and international corporations, and is also a board member of several companies. Mogens has published textbooks on franchising, branding, trade marketing, and key account management. Most recently, he co-authored the book Strategic Relationship Marketing (in English, published by Samfundslitteratur Press). His special area of research interest is strategic and marketing management. Mogens is Academic Director of the Copenhagen Business School’s Summer University.