Ravi Chitturi joined the faculty of Marketing in the College of Business & Economics at Lehigh University in August 2003. He has published in premier scholarly journals such as the Journal of Marketing, Journal of Marketing Research, International Journal of Design, Journal of Product Innovation Management, and Journal of Personal Selling & Sales Management. In 2012 & 2014, Ravi’s research received prestigious Emerald Management Reviews Citations of Excellence awards. 2014 Citations of Excellence award recognized Ravi’s research article as one of the top-35 most impactful articles out of 200,000+ papers in the past 15 years across premier scholarly business journals such as Journal of Finance, SMJ and JM. Ravi’s research won best paper awards at the 2010 AMA Marketing & Public Policy Conference and 2008 Behavioral Pricing Conference. Ravi’s topics of research are Emotional Designs, Creativity, Customer Delight, Process of Innovation, and Brand Strategy. Prior to joining Lehigh University Ravi worked for hi-tech firms such as Intel and IBM. Ravi was a team member of the Intel Microprocessor design team in Santa Clara, California; and the IBM PowerPC Microprocessor design team in Austin, Texas. He was a key member of the Brand Management task force involved in transforming IBM from an engineering driven company to a customer driven company. Most recently, he was Head of Engineering with over 100 engineers at a hi-tech startup in Dallas, Texas.