Dr. Uday Limaye is M.Sc. In Chemistry from Marathwada University and Ph.D. in Business Administration from Pune University. He also holds DMM and Diploma in Industrial and Business Management from IMDR, Pune. He has over 10 years of industrial experience in a senior capacity in a leading chemical company, and over 28 years of teaching experience at graduate and postgraduate levels. He was the Director of Deccan Education Society’s Jagannath Rathi Vocational Guidance and Training Institute, Pune and retired in 2007 after a successful tenure of 20 years. Presently, he is a visiting faculty at ASM’s Institute of Management Education, Pune. Dr. Limaye was a member of several technical committees of the Indian Standards Institution for drafting product specifications and testing methods. He has published articles in technical journals and has coauthored two textbooks in Marketing Management for First and Second Year B. Com. Students, besides contributing cases to a book on case studies.