Roland T. Rust is Distinguished University Professor and David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is founder and executive director of the Center for Excellence in Service. He is also visiting chair in marketing research at Erasmus University (Netherlands) and International Research Fellow of Oxford University’s Centre for Corporate Reputation (UK). He has earned several lifetime achievement honors and was one of the inaugural honorees in the American Marketing Association’s Marketing Legends video series. He has won best article awards from five different journals, and is editor of the International Journal of Research in Marketing (IJRM). He has consulted with many leading companies worldwide and was a national class distance runner in his collegiate days, for which he has been inducted into the DePauw University Athletic Hall of Fame.