Bradford (Brad) Hudson is Professor of the Practice of Marketing in the Carroll School of Management at Boston College. He specializes in competitive strategy, consumer behavior, new product development, and brand management. Professor Hudson is particularly interested in the growth, life cycle, evolution and rejuvenation of brands across multiple generations of products and consumers. He also has deep expertise in the food and hospitality sectors. His research has been published in Journal of Brand Management, European Journal of Marketing, Corporate Communications and Cornell Hospitality Quarterly. He teaches the graduate course in Marketing (MBA core) and undergraduate courses in Marketing Principles (core), Applied Marketing (strategy) and Food Marketing.