Professor Vrinda Kadiyali is Nicholas H. Noyes Professor of Management and professor of marketing and economics at the Johnson Graduate School of Management. Her research is on firms' competitive strategies. She has published in leading marketing and economics journals, such as Marketing Science, Management Science, Rand Journal of Economics, and Journal of Econometrics. She has served on editorial boards and refereed for several leading marketing and economics journals and organizations. She currently teaches the business strategy core in various programs at the Johnson Graduate School of Management. Previously, she taught courses on Internet marketing, channels of distribution, and marketing models, as well as PhD courses.