Dr.Mohammad Rishad Faridi is currently working as an Assistant Professor in the Department of Marketing, College of Business Administration, Prince Sattam Bin Abdulaziz University, Al-Kharj. Kingdom of Saudi Arabia. He is an MBA and has a PhD (In Consumer Behavior) and a Post Graduate Certificate in Supply Chain Management from Toronto, Canada. His areas of research and experience are in Sales, Marketing, Strategic Management, and Supply Chain Management. He is a award winning case writer and he is one of the top case writer in Middle East region. Correspondence may be directed at : m.faridi@psau.edu.sa ORCHID id: Mohammad Rishad Faridi https://orcid.org/0000-0003-2733-0731