Myung-Soo Lee is Vice Provost for Global Initiatives and Professor of Marketing and International Business at Baruch College. Professor Lee received his BBA from Chung-Ang University in Seoul, Korea; his MBA degree from SUNY at Albany; and his PhD degree from SUNY at Buffalo. Since Professor Lee joined Baruch College in 1990, he served as Chair of Baruch College's Allen G. Aaronson Department of Marketing and International Business, as Associate Dean for Academic Affairs, and as Interim Dean of the Zicklin School of Business. His research interests are in the field of consumer information search, consumers' attitude toward advertising, and the interface between marketing and entrepreneurship. His work has been published in numerous scholarly journals including the Journal of Consumer Research and the Journal of Marketing Research. Professor Lee has delivered marketing seminars to such corporations as KPMG and Northwestern Mutual Insurance Company, as well as to the Midtown Manhattan Small Business Development Center at Baruch College.