SynopsisRichard Beswick is founder and managing director of bms Ltd, an international marketing consultancy, with offices in Switzerland and the USA.The company’s focus is on providing actionable market intelligence, research and consultancy to multinational corporations in the technology and industrial sectors. The company has provided consultancy services to over 100 organisations in Europe, Asia and North America.Prior to founding bms Ltd. in Switzerland, he held management positions in new product development, market research and marketing management with Simon Engineering, Gira, Biogen, E.M.S and Dow Chemical. He is currently Professor of Marketing at the University of Applied Sciences for Business and Administration Zurich, with responsibility for multiple marketing courses at master and undergraduate levels. He is also adjunct faculty, lecturing and mentoring in marketing and related disciplines, at several other business schools. His classes have received consistently high ratings.His marketing orientation has moved strongly into the field of Digital Marketing, developing insightful lectures and practical exercises delivered at master level. His teaching methods include deployment of simulations, case studies and on-line surveys as well as interactive lecturing in both classroom and on-line contexts. He is currently mentoring DBA, MBA & BBA students in Switzerland & Hong Kong. He has published articles in European and American management and technical journals and presented papers at numerous international conferences on various facets of international marketing and markets. He has been co-author of three books and member of textbook review panels for Marketing Management (Kotler & Keller) & Market Research (Burns & Veeck).He holds an undergraduate degree in Biology (BSc. Honours), University of London, UK and postgraduate degrees in Agricultural Engineering (NDAE), NCAE, UK) and Business Administration (DESS), University of Grenoble, France.He has lived and worked in Great Britain, France and Switzerland and has been a regular visitor to the USA.