Sandra Vandermerwe is a best-selling author who has worked as a consultant alongside senior management and boards for a range of private public and NGO enterprises in the field of customer centric transformation more recently specializing in emerging market innovation. Her ideas and methodologies have been implemented widely by enterprises globally. Her academic work is based on application driven research and collaboration with well-known thinkers and practitioners and has been published by leading academic journals. Her cases have won several awards two of which were cited in 2013 by the European Case Clearing House as among the top 40 best sellers in its 40 year history. Sandra has been a key note speaker at global conferences and at a variety of senior executive development programs at business schools around the globe. From 1996 to 2006, she had a chair at Imperial College Business School, University of London in the UK and for a decade prior to that, was a Professor at IMD Lausanne Switzerland. Currently she is an Extraordinary Professor at Gordon Institute of Business Studies (GIBS), University of Pretoria, South Africa, an Associate Fellow at Imperial College Business School London an Adjunct Professor at European School of Management and Technology (ESMT) Germany and a Senior Associate with Deloitte Consulting.