Fabian Bernhard studied business administration at the University of Mannheim in Germany from 1999 until 2003 where he earned his ‘Diplom-Kaufmann’ degree. A subsequent scholarship led him to the University of Oregon where he graduated with an MBA. After two years working at a renowned international consulting company in New York City, he returned to academia in 2007. During the years that followed as a PhD student at the European Business School (EBS) and the WHU - Otto Beisheim School of Management in Germany, he developed the ideas guiding this book. Completing his doctoral degree in 2011, he then moved to Paris to join the INSEEC Business School, Grande École de Commerce, as a research professor.