DR PER V. JENSTER is Research Professor and chairman of the MBA board at Copenhagen Business School and also on the marketing faculty of IMD (The Institute of Management, Switzerland). He was previously on the faculty of the University of Virginia and gained his doctorate at the University of Pittsburgh. Per Jenster has extensive industry experience including consulting to senior managers on strategic management, marketing planning, competitive analysis and cost evaluation studies. He is appointed advisor and member of the Virginia Export Council, US Department of Commerce and has served