Guillermo D andrea is Professor of Business Administration at IAE Business School, Austral University in Buenos Aires, Argentina. Professor D'Andrea obtained his Ph.D. from IESE, Barcelona (Spain). He teaches marketing and retail management, services marketing, and international marketing. At IAE, he has chaired marketing since 1985.

His fields of research deal with retail strategy and management, and the process of shaping business for the Base of the (Socioeconomic) Pyramid. He has written over sixty cases and academic papers.

He has created the Store Smart retail simulation, and is coauthor of five books: Cases in Strategic Marketing in Latin America, (2001, Spanish version in 2002), Administración de Servicios (Services Management), and Retail Management, both published in 2004. His Retail by Retailers -25 Years of the Coca Cola Retailing Research Council, will be published in 2008.

He is the Research Director of the Coca- Cola Retailing Research Center, Latin America. He teaches the Strategic Planning and Management in Retailing Program at Babson College and at Monterrey Tec Retail Center in Mexico, and is a visiting professor for the MBA program at Instituto Politecnico di Milano, Italy. In the past, he has been a visiting professor to the Darden Graduate School of Business Administration of the University of Virginia, IEDC - Ljubljana, Slovenia, and has also been invited to teach at the Harvard Business School, IESEBarcelona, IPADE-Mexico, and several other business schools.

Professor D'Andrea combines his academic activity with active consulting, having collaborated with companies in many fields including retailing, market research, textiles, pharmaceuticals, medical services, food manufacturing and distribution. He has also worked with companies such as Exxon (On the Run C-Stores), Exito- Casino in Colombia, Mr. Price Group in S. Africa, IPSOS France, Easy Home- Center, Siemens, Unilever, Best Foods, Bayer, Osram, and 3M.

He can also be reached at GDAndrea@iae.edu.ar