Arindam Banerjee joined the faculty at IIM Ahmedabad after working in the industry for over seven years. After securing his PhD in Marketing Sciences, Professor Banerjee was associated with various consulting/market research firms in the United States. During his tenure in industry, he worked on business analytics problems in the Retail Financial Services, FMCG/Retail and the Consumer Durable sectors. He has consulted with GE Capital, Sears Roebuck, Bank One, Miller Brewing Company, Kraft Foods and Chase Manhattan Bank, among others.In the past 14 years at IIM Ahmedabad, he has worked on consulting and training assignments with a number of Indian and multinational companies based in India such as Hindustan Unilever Limited, the TATA Group, TVS Group, Infosys Technologies, Genpact, Household Finance Corporation (HSBC North America), Monsanto India, PepsiCo India, Ericsson (India) Pvt. Ltd., and the Coffee Board (Government of India). He has helped in developing marketing and business strategy for Indian companies coping up with the recent liberalized and competitive environment. He has also worked on building specific systems and internal processes to reinforce fact-based business decision-making in many organizations.These engagements have typically included a mix of process design, implementation, and training of internal personnel in managing them. In 2006 2007, he worked full-time for HSBC Global Services in Bangalore (on leave from IIMA) to build and lead an offshore analytics team to support the bank s business in the United States.He has also published extensively in national and international academic journals in management such as the "Journal of Segmentation in Marketing", "International Journal of Retail and Distribution Management", "International Journal of Management and Decision Making", "Asia-Pacific Journal of Marketing and Logistics", "Strategic Outsourcing", "Vikalpa "and the "Decision". Besides, he has written five cases in the area of fact-based decision- making and strategy. A few of his articles on effective business practices have appeared in trade publications such as the "Indian Management "and "Hindustan Times".Prior to joining the IIM, he was a senior consultant at Mitchell Madison Group, a global management consultancy firm, based at their Chicago office. Previously, he has headed the marketing analytics team at ACNielsen Corporation in Chicago, providing consulting services to some of the Philip Morris Group of Companies. He is a Professor of Marketing and Quantitative Methods at IIM Ahmedabad.