Gerard J. Tellis is the Neely Chaired Professor of American Enterprise and Director of the Center for Global Innovation at the USC Marshall School of Business. He holds a PhD from the University of Michigan and has published extensively, including seven books and over two hundred papers, which have garnered approximately 30,000 citations on Google Scholar. His work mainly focuses on innovations in marketing, advertising, new product development, and practices in global market entry. Professor Tellis has received 25 awards for his publications and has played significant roles in academic societies, including serving as Past-President of the Institute for the Study of Marketing Science (ISMS) and as an Associate Editor for the Journal of Marketing Science and Journal of Marketing Research.