Dr. Boris (Buba) Lezhava is the Dean of Caucasus School of Business (CSB), Caucasus University. He is a Professor of Marketing at CSB, Affiliate Professor of Grenoble Ecole de Management and affiliated faculty for the Harvard ‘Microeconomics of Competitiveness' program, Institute for Strategy and Competitiveness, Harvard Business School. He is also a founder of the Ltd. “Gtronik”, which is the official distributor of Biotronik (Cardiovascular) products in Georgia and Ltd. "i&baby", which is a venturesome company and includes different business units (web-site, online store, assambling branded tablet computers and in future will have phisical store) which primary target market are families with children under 7 years. He has a Master of Business Administration degree from Caucasus School of Business and a PhD in Marketing from the Joint Program of Georgia State University, Atlanta, USA and Caucasus University. Boris has extensive experience in working as a marketing practitioner, namely as Marketing and PR Director of TEXX group – construction and development company and Executive Director of Sanguko Group – Feature Film and Advertising Agency. His research interests and publications focus on Service Quality and Marketing Strategy. He was the project initator and editor of the Georgian translation of the book “Marketing: An Introduction” written by P. Kotler and G. Armstron. He has been teaching at numerous universities as a visiting professor. He was Project Director of the grant funded by USAID Georgian Enterprise Growth Initiative Program (Agreement No.: AID-2004-G-00143-000-0093 under GEGI Contract # 114-C-00-03-00143-00); Program Director of Eurasia Foundation Funded Project “Developing Georgian Edition of Marketing An Introduction Book”; Project Coordinator of Eurasia Foundation Funded project “Institutional Development of Caucasus School of Business”, Grant Number G03-0048); local short term expert in the project funded by Transnational Crime and Corruption Center at American University in Washington; Project Director from Georgian side of USAID funded project “PhD Program Development at Caucasus School of Business”.