Madhumita Banerjee is Assistant Professor of Marketing at Warwick Business School, University of Warwick, UK. Previously, she was Lecturer in Marketing at Essex Business School,University of Essex, UK and Visiting Assistant Professor of International Marketing at the Indian Institute of Management, Ahmedabad. She has receied her PhD in 2006 from the University of Strathclyde, UK. Prior to joining academia, in her corporate career, she has worked on strategic marketing research projects across a range of industries from FMCG to food and beverages, pharmaceuticals, information technology, financial services, and media and entertainment. Madhumita's research interest is in marketing channels for services, relationship marketing and international marketing for emerging markets, with a focus on India. Her research work has been published as peer-reviewed conference papers, journal articles, book chapters and teaching cases.