Dr. Ritu Srivastava is a marketing faculty at MDI Gurgaon. The core of Dr. Srivastava’s work centers around the industry with the ﬁrm belief that management education at all levels has to be absorbed by the industry. Her research ideas have been appreciated at national and international marketing conferences. Her co-authored textbook, Retailing Management, is a bestseller. As a trainer, her programs on marketing, services marketing, and marketing communications have been appreciated by the clients and participants. She also has developed a simulation, “Customer Black Box” which is being used by B schools for marketing management.