Dr. Sourav Ray is a distinguished Professor of Marketing and the Lang Chair in Marketing at the Gordon S. Lang School of Business & Economics, University of Guelph. With a deep-rooted expertise in Strategic Pricing and Distribution Channels, he delves into both consumer retailing and industrial marketing applications. Dr. Ray is keenly interested in the transformative power of emerging technologies in marketing, exploring areas such as Dynamic Pricing, Channel Design, and ROI from investments like NFC pricing technologies. Beyond academia, he co-founded the Canadian Empirical and Theoretical Symposium on Marketing Strategy, served on the SSHRC grant adjudication committee, and is currently a Senior Editor at the Electronic Commerce Research and Applications journal. His specialties include marketing strategy, price adjustments, and both retail and industrial marketing strategies.