First Author:   Bertrand Venard Audencia (France) and University of Pennsylvania (Wharton Business School) bvenard@audencia.com   8, route de la Joneliere Nantes, 44312, France   0033609702667(Phone) 0033609702667(Fax) http://www.audencia.com/en/faculty-research/faculty/permanent-faculty/teacher/venard/?no_cache=1