John U. Farley is the C.V. Starr Distinguished Research Fellow in International Business in the Tuck School of Business at Dartmouth. He earned his B.A. from Dartmouth, his M.B.A. from the Tuck School of Business, and his Ph.D. from the University of Chicago. From 1997-2002, he was the Henkel Professor of Industrial Marketing at the Chinese European International Business School in Shanghai. In 1995, he was awarded the prestigious William F. O’Dell award. His research has focused on measuring cultural factors and assessing their impact on consumer behavior in the global marketplace.