Either as a consultant or as a business lecturer in colleges and universities, Marcos Lima has lived, worked or studied in such different cultural environments as Brazil, the USA, Austria, Germany and now France. Over the past twenty years he has worked as a consultant and taught under-graduate and MBA courses in the fields of Technology and Innovation Management, Organizational Theory, International Marketing and Intercultural Management, often using case study techniques. He is presently Associate Professor and Services Marketing Option Coordinator at the Ecole de Management Leonard de Vinci...