CHARLES H. NOBLE is the Proffitt“s Professor of Marketing and Director of the Marketing Ph D Program at the University of Tennessee, where he teaches courses in product development and innovation. He is also the Vice Chair for the PDMA. SERDAR S. DURMUSOGLU is Associate Professor of Marketing at the University of Dayton. He teaches new product development, innovation, and entrepreneurship. ABBIE GRIFFIN holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah. She was editor of the Journal of Product Innovation Management from 1998 to 2003.