Dr. R C Natarajan is a doctorate in management, with over 30 years of work experience of which 15 years were in the industry in sales, distribution and marketing, and 15 years in academics in TAPMI and IIM-Indore. He is the fifth author of the famous text book Marketing Channels by Coughlan, Anderson, Stern and El-Ansary. He has many publications to his credit, including research articles in peer-reviewed journals and case analyses in Vikalpa of IIMA. He has a strong conviction that management-research should focus more on relevance to practice than on glorified rigour of methodology. Dr. Natarajan holds PGDRM from IRMA and MA in Economics from JNU New Delhi. He has won many awards in Case writing, in Innovation in Curriculum and Business School Leadership.