Andreas Herrmann is Director of the Institute for Customer Insight at the University of St Gallen and Head of the Audi Lab for Market Research. He has extensive experience in the automobile industry having worked as Controller at Audi AG and through consultancy work, where he has collaborated with Mercedes, BMW, Volkswagen and Porsche. Andreas is author of 15 books and over 200 articles in the areas of management, consumer behaviour and marketing. Walter Brenner is Managing Director of the Institute of Information Management at the University of St Gallen and former Dean of the School of Management. Previously, he was Head of Application Development at Lonza AG, and before this he provided consultancy services in the IT, financial, service and machine sectors. Walter is author and editor of 30 books and more than 300 scientific publications. Rupert Stadler is Chairman of the Board of Management at AUDI AG. He joined AUDI AG in 1990 as Controller in the Sales and Marketing area before switching to Volkswagen/Audi España SA as Commercial Director in 1994. In that capacity he was responsible for controllership, accounts, personnel and organisation. From 1997, Rupert was Head of the Board of Management's Office for the Volkswagen Group and was Head of Group Product Planning from 2002. He became an AUDI AG Board Member in 2003, and in 2007 he was made Chairman of the Board of Management.