Michael Obal is an Associate Professor of Marketing, Entrepreneurship, and Innovation at the Manning School of Business at the University of Massachusetts Lowell. He holds a PhD from Temple University and an MBA from University of Massachusetts Boston, both in Marketing. Dr. Obal’s research interests include the diffusion of new technologies, innovation/product development processes, customer cocreation, business-to-business relationship management, marketing strategy, and digital marketing. His work has been published in various journals, including Research Policy, Industrial Marketing Management, Journal of Product Innovation Management, Small Business Economics, Journal of International Marketing, and Journal of Business Research. Prior to his academic career, Dr. Obal worked in search/digital marketing and beer sales.