Rafael Ramirez is currently Professor of Management at HEC, the leading French business school. Dr Ramirez, who holds a PhD from the Wharton School, has extensive consulting experience, working with companies such as Hewlett-Packard, Nissan Europe, Shell International, Rockwool, Telespazio, Wartsila -NSD, and Sonera. He was the Managing Director of SMG France prior to joining HEC. Dr. Ramirez co-authored the Harvard Business Review lead article From Value Chain to Value Constellation, which was elected one of the ten most requested strategy reprints by the Review's readers. The follow-up book