George Yip has been an Emeritus Professor of Marketing and Strategy, Imperial College Business School—at Imperial since 2011. Previous academic positions include Professor of Strategy and Co-Director of the Centre on China Innovation at China Europe International Business School, Dean of Rotterdam School of Management - Erasmus University, and faculty at Harvard, UCLA, Cambridge Judge, and London Business School. Previous business positions include Vice President and Director of Research & Innovation at Capgemini Consulting, senior manager at Price Waterhouse (USA), manager at Unilever, and various boards. Author or Co-Author of Pioneers, Hidden Champions, Change Makers and Underdogs: Lessons From China’s Innovators (2019), China’s Next Strategic Advantage: From Imitation to Innovation (2016), Strategic Transformation: Changing While Winning (2013), Managing Global Customers (2007), Asian Advantage: Key Strategies for Winning in the Asia-Pacific Region (1998), and Total Global Strategy (1992 and 2012). Over 100 publications, including in Strategic Management Journal, Harvard Business Review, MIT Sloan Management Review and California Management Review. B.A. and M.A. degrees in economics from Cambridge University; and MBAs from Cranfield School of Management and Harvard Business School, and a doctorate from Harvard.