ALLAN C. REDDY is Professor of Marketing at Valdosta State University where he has been teaching marketing courses since 1980. Before that, he taught at Tennessee Technological University. He has written more than 50 articles published in various business journals and is a consultant to Johnson Wax Associates on international licensing. He also has consulting experience in health care. Dr. Reddy has published in the Journal of Health Care Marketing and co-authored Marketing's Role in Economic Development with David Campbell ( Quorum, 1994).