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Bernd Schmitt, Columbia Business School
June Cotte, Ivey Business School
Markus Giesler, Schulich School of Business
Andrew Stephen, Saïd Business School
Stacy Wood, NC State University

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Great papers focus on the essence of a theory or consumer problem and provide a compelling solution.

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EDITORS: Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen, and Stacy Wood

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