J. EDWARD RUSSO, PH.D., is a Professor of Marketing and Behavior
Science at Cornell University's Johnson Graduate School of
Management. He has served as an adviser to such companies as
Boeing, Eli Lilly, General Motors, Harris Bank, and SmithKline
Beecham. Russo is also actively involved in the study and
application of leading-edge decision technologies to real-world
problems and is a frequent speaker in executive decision programs.
He is the co-author, with Paul Schoemaker, of Decision
Traps. He lives with his family in Ithaca, New York.
PAUL J. H. SCHOEMAKER, PH.D., is the founder and Chairman of Decision Strategies International and Research Director of the Mack Center for Technology and Innovation at the Wharton School. He has consulted with about a hundred organizations, including a two-year sabbatical with Royal Dutch/Shell's scenario planning group in London. Schoemaker has been a professor at the University of Chicago and the Wharton School, and a frequent speaker in various executive programs, including those at Berkeley and Cedep at Insead. He lives with his family in Villanova, Pennsylvania.