Ramendra Singh is assistant professor of marketing at Indian Institute of Management Calcutta, India. He completed PhD from IIM Ahmedabad, and had earlier completed B.Tech and MBA. His doctoral dissertation involves developing a new scale for salesperson’s customer orientation, and determines its impact on salesperson’s performance. His research has been presented at AMA Winter, and Summer Educators conference, EMAC Doctoral Colloquium, and Academy of Marketing conference. He is also a 2008 AMA-Sheth Doctoral Consortium fellow. His research has been published in reputed international journals including, Industrial Marketing Management, Journal of Business and Industrial Marketing, The Marketing Review, Journal of Medical Marketing, and Asia Pacific Journal of Marketing and Logistics. Ramendra has previously worked for six years in sales and marketing responsibilities in several multinational companies. Ramendra is listed in the Marquis Who’s Who in the World 2011.