David Richard Bell is Associate Professor of Marketing at the Wharton School, University of Pennsylvania where he teaches Marketing Management (MBA Program) and Marketing Strategy (MBA Program, MBA for Executives Program). He is a recipient of the Excellence in Teaching Award (WEMBA East and WEMBA West) and Core Curriculum Award (MBA). Previously, he taught at UCLA and visited the Sloan School of Management, MIT. Current research focuses on spatial diffusion of new products and services, customer profitability, and consumer response modeling. Articles on these and related topics have appeared in Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Management Science, Marketing Science, California Management Review, and Sloan Management Review. Bell received the Frank M. Bass Outstanding Dissertation Award for research on consumer response to retailer pricing strategies and is a three-time finalist for the John D.C. Little Best Paper Award. Awards are given annually by the Institute for Operations Research and Management Sciences. Bell serves on the editorial boards of Journal of Marketing Research, Journal of Retailing, and Marketing Science. He is Senior Editor for Manufacturing and Services Operations Management.