Professor Currim is a world renowned expert in marketing research, customer choice, and the design and marketing of products and services. Professor Currim’s main research interest is assessing the impact of competitive product and service features and marketing efforts on consumer choice and market share. Such assessments are used to aid managerial decision making on design and marketing of products and services. For this work he received the American Marketing Association William O’Dell Award for “most significant five year contribution to marketing theory, methodology, or practice”. He has applied this work in companies such as Altiris, AT&T, Baxter, Dell, Elcam (Israel), Inabata (Japan), Johnson and Johnson, Northrop Grumman, The Orange County Register, St. Joseph’s Hospital, Times Mirror, Twentieth Century Fox, and Warner Brothers. Professor Currim teaches courses on Marketing Management and Strategy, and Marketing Research at The Paul Merage School of Business. He recently received the American Marketing Association/Houghton Mifflin Award for Distinguished Teaching in Marketing.