Diana L. Haytko is the Marguerite and Guy Howard Professor of Marketing in the Lutgert College of Business at Florida Gulf Coast University in Estero, Florida. Dr. Haytko’s research spans from millennial shopping behavior, to logistics strategy, and international advertising. Her work has been published in the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, and many others. She is Editor of the Journal of Business Cases and Applications.