Victor Chernetsky is a Ph.D. candidate in marketing at Michigan State University. His research is focused on managerially relevant problems related to firm strategic orientations, marketing in the C-suite, and the marketing-sales interface. Victor’s research has received grant support from the Sales Education Foundation and MSU-CIBER, has been presented at multiple conferences, and was published in Industrial Marketing Management. Mr. Chernetsky is a recipient of the Taylor Research Excellence Award (twice) and the Hollander Teaching Excellence Award. He has been teaching across the undergraduate and MBA levels.Prior to joining academia, Mr. Chernetsky spent nearly 20 years in senior marketing and management roles with leading multinational firms such as Procter & Gamble, Wrigley Company, and Samsung Electronics. During his industry career, Victor was a member of the top management team at diverse firms from start-up to $800 million business, successfully developed and implemented marketing strategies across multiple countries, managed large teams of up to 39 people, and oversaw marketing budgets above $25 million.